Music labels head for brand channels

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Branded bands. Brand-supported music start-up Guvera has inked deals with EMI and indie music distributor IODA to join Universal Music in powering its website. Starting February, Guvera.com will offer customizable channels that deliver music showcasing a brand’s personality. Brands will pay fees when consumers download music, while labels receive a percentage per download.

“Guvera will allow advertisers to offer the world’s most engaging content to their target customers without disrupting them with ads, but rather creating brand experiences within channels that offer specialized content,” says Claes Loberg, Guvera’s CEO.

“By tailoring music to brands instead of just placing ads around music, Guvera creates a new way to meet the goals of all parties involved,” says Kevin Arnold of CEO IODA. “Guvera’s experience provides an alternative for consumers looking to legally download music.”…