Guvera music site uses guerrilla advertising tactics

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CNET Editor

Michelle Starr is the tiger force at the core of all things. She also writes about cool stuff and apps as CNET Australia's Crave editor. But mostly the tiger force thing.

Australian music download website Guvera offers free music to its users — by bombarding them with the advertising campaigns of its sponsors.

Guvera partner McDonalds

The downloads are free, if you don't mind an eyeful of marketing. (Credit:

Currently in beta, Guvera offers users free music downloads while still paying the artists by having advertisers pay for the tracks users download. The advertisers in return get to advertise their products to specific demographics based on age, gender, location and music tastes, and obtain valuable anonymous data about their target markets.

Users fill out profile information to earn credits from advertisers, selected based on the user's likes and dislikes, with which to purchase songs. When selecting a song to stream or download, the user is also then directed to select an advertiser to sponsor the download. At this time, Guvera has 46 Australian advertising partners, including companies such as McDonalds, Band Hero, Harley Davidson and Tony Bianco.

The site has also announced new music industry partnerships as it gears up to a worldwide 30 March launch. Currently, the Guvera beta catalogue consists of music from first partner EMI music. Today, CEO Claes Loberg announced that, by the time of launch, the site expects to have 3 million songs available.

Included in Guvera's new partners are:

  • Universal Music
  • IODA
  • Shock Records
  • INgrooves

While the service does look pretty good (apart from a few website navigation glitches), one does have to raise an eyebrow at the appropriation of Marxist revolutionary Che Guevara, after whom the service is named, for a commercial venture.

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James posted a comment   

The use postal address for zip code targeting for advertisers with zeroed in target markets to offer. For the user it just means more credits.


Camilla posted a comment   

I think it is a great site. I have using it for around a year now, and every time I go back it has developed a little more. Initially it was hard to navigate, but the more I use it it has become simplistic. Sometimes I run out of credits, but it is usually updated quickly; I just remember that it is not being paid for by myself and that I should be grateful for the advertisers paying. After seeing Contiki on Guvera, both my boyfriend and I booked a holiday to America doing a tour. We had heard of Contiki through other sources such as friends and travel agents, but their campaign on Guvera reaffirmed their brand. Good way to get free music!


ozbroomy posted a comment   

Shame Mr Cnet

"Australian music download website Guvera offers free music to its users — by bombarding them with the advertising campaigns of its sponsors."

Your site bombards too

People in glass houses....


Alleycat posted a comment   

Unfortunately they haven't articulated the credit system as clearly as they could - they are going to provide a video that will help people understand it better - but you don't have to fill in a questionaairre each time!!! That, I agree, would not be a pain...


Alleycat posted a comment   

I use the service and think it is fantastic - I have downloaded a bunch of songs. The sponsorship is not obtrusive or annoying. I have even joined a couple of sites through the sponsor links. Keep it up!!


R posted a comment   

I am using Guvera and I like it. I have only had to fill out the questionnaire once and that isnt a problem. It is not necessary to fill it out continuously to "make another credit". The ads take up a whole page and a selection of songs are just listed on that page, which includes the song you want to download. When you look at one of these ad pages you get credits which are used to d/l the songs. I am happy to put up with the ads to get to the songs. The ads dont bother me as they just look like a background on the page and therefore I dont feel assaulted or annoyed by them as I do with popups and having to deal with clicking it or waiting for it to go away. I really dont care what ads Im seeing as they are just a means to an end as far as Im concerned. I find the site pleasant to use and not annoying at all and I fail to see why people are making a fuss because it has ads. The only thing that is a bit disappointing is that often I cant find songs I want but Im sure this will improve with time as Guvera expands its list.


gofindjp posted a comment   

This is crap. You get one free download, and then have to answer a million questions to make another credit. Forget it.


Concord posted a comment   

Yeah I think its a great idea and and you know what i don't have to be bothered with getting virus's. At least this is a safe way of getting music and best of all its also free. what more could you ask for.


kepsn posted a comment   

bang !!!!!!!!! great idea, im glad there catching up to these pirate's !!!!!!!!!!!


Classy Cowgirl posted a comment   

\\\\\(:\\\I believe this is a great idea and hopefully an even better simulation, it leaves both parties satified whats not to argue. The only criticism is weather or not the site is safe especilly when the number of "cyber kids" are growing, will these ads appeal to the right audience? and if so they could easily fake their ages and muck-up the whole data the site gathers.The idea seems to be like a jigsaw but there's always a missing piece to the puzzle///:)/////

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