Other than its ambition, little is known about Beyond Oblivion, the digital startup that received a $10 million investment from News Corp.

A piece at The Financial Times explains it promises to combat piracy (PR speak for “we understand people don’t want to directly pay for digital music any more”) by constructing a system where device manufacturers and broadband providers end up paying rights holders. News Corp took a minority stake in Beyond after the company received angel funding from Allen & Co. and an investment from Intertrust Technologies.

The company’s founder is Adam Kidron (read his LinkedIn profile and Wikipedia page), a former music producer, co-founder of Urban Box Office (it failed as a website and was retooled as a record label) and currently a managing partner at 4Food LLC, a startup restaurant company.

A music executive is quoted as saying he had not yet finalized a deal with Beyond but likes its model. The big questions are whether or not its model is feasible and if Kidron can put together the right team to implement it. Getting third parties to shoulder the cost of content looks good on a PowerPoint slide but will be difficult to put into motion.

Nothing is known about Beyond’s proprietary technology that would enable its business model. All we really know is that expectations are already being mismanaged: Kidron says it’s possible that Beyond’s agreements with device manufacturers could ultimately generate $10 billion for the music industry. Luckily he also gave a more realistic figure of $100 million within five years.