V2 first to sign with free music download service We7

Jun 20, 2007

V2 announced as first record label to provide content for Peter Gabriel's innovative new download service.

Indie label V2, who represents artists such as Stereophonics, Bloc Party and Paul Weller has signed a deal with ad funded music download service, We7, with an agreement that will see a substantial amount of the label's full back catalogue available free, legally and safely.

The agreement will immediately see music from artists such as Little Man Tate, Duke Special, The Datsuns, and many more from V2's catalogue available now as DRM-free mp3 files which will play anywhere on any device, with more to come in the future.

We7 is the first free and legal service of its kind in Europe. The service works by 'grafting' short and relevant ads onto the start of music tracks based on micro-targeted consumer's demographics such as location, age and gender. The advertising attached to the music will ensure that artists receive royalties for making their songs available, whilst consumers will receive and share DRM-free music legitimately. Ads don't remain attached to the tracks forever - after a period of time users will have the choice to have the track ad free, and for those who don't want an ad on their track at all, there's an option to buy the track at normal price.

"We are very pleased to be one of the first labels to sign with We7," Beth Appleton, Head of Digital and Business Development says. "We7 are driving a new business model for the music and the entertainment industry. Online environments, such as We7, where music fans can enjoy music when they want, where they want, as they wish , where the experience to the music fan feels free and fun but critically labels and artists are being paid through a share of advertising is a business model for the future. V2 are very pleased to be an initial partner with We7."

Co-founder and CEO Steve Purdham adds 'We're thrilled to have V2 on board. Historically they have been pioneering in their adoption of digital music, and we're pleased they see the same potential for We7 model as we do. We look forward to a fruitful future with them and hope this is the start of a strong relationship as we continue to grow the We7 catalogue for our users.'