HEY GUVERA

By Jason Oxenbridge

A $100 million Gold Coast company has developed a concept that is set to rock iTunes after sealing a deal with two of the world’s largest music labels. Universal Music and EMI are dancing to the tune of ad-supported music start up Guvera — an unlisted public company on the cusp of revolutionising the music industry.

Guvera Limited is a unique model for music distribution. It matches the audience with the advertiser and the music so that the consumer has non-confrontational access to music paid for by brands.

Major record labels like it too. Soon after licensing its content to Vevo, Guvera signed off with Universal Music in the US and EMI Music granted US-focused content rights to the company.
The sponsor-supported Guvera (guvera.com) wants brands to pay for downloads — the latest experiment in a challenging and highly experimental ad-based terrain.

The inventor behind the Guvera model and CEO of Guvera Claes Loberg, says it’s a win-win model.

“One of our missions is to make music free for people worldwide, while still paying the artists and the labels that create and distribute it,” he says.

Executive vice president of business development and business affairs at Universal Music (whose artists include Elton John, Lady Gaga, 50 Cent and The Killers) in the US David Ring, says the concept makes perfect sense in that the Guvera service will strengthen the connection between artists and fans.

For the full story and exclusive interview with Guvera CEO Claes Loberg, be sure to get a copy of Gold Coast Business News, now available in more than 450 newsagencies.