Ad-supported digital music startup Guvera has quietly launched in beta mode down under.

The Gold Coast, Australia-based company today (Feb. 2) revealed that its local service was activated last week with more than 40 Australian advertisers taking part and paying for the downloaded content. Corporate sponsors at the beta launch stage include Johnson & Johnson, Dominos Pizza, Schweppes, Pepsi, Activision, Contiki, McDonalds, Casio, Nestle and Harley Davidson. Sources say about 2,000 users are participating.

Little detail on the early take-up of the Australian live beta test has been revealed, other than Guvera's boast that the launch has been a "huge success" and that "thousands of consumers" have downloaded tracks for free. Guvera has yet to propose a time-line for a full-commercial launch.

In an attempted trial of the service, Billboard.biz walked through the Guvera registration process, but was foiled at a late stage with an "error" notice.

Guvera Limited has raised $30 million in multiple rounds of funding from AMMA Private Investment, and has struck licensing arrangements with Universal Music Group, EMI and IODA.

The music service is eyeing up a full U.S. launch in March, and has plans to distribute video and television content by mid-year through its existing technology.

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