Former BMG executive Clive Gardiner has joined We7, the London-based ad-supported download community, as VP of digital content.

Gardiner will head up the firm's content team, as it prepares for a consumer launch later in the year.

"Clive is a fantastic addition to our leadership team," comments We7 co-founder and CEO Steve Purdham. "With his firm rooting in the music industry and heavyweight experience within the world of commercial business, he's the ideal candidate to lead our content team, expanding our digital presence and driving We7 forward."

Gardiner served as managing director of BMG Indonesia for four years, before taking on the same role at the company's Malaysia affiliate in July 2001, exiting 18 months later. Most recently, he has served as U.K. managing director of retail group Caf├ędirect plc.

Peter Gabriel-backed We7 is built on a bespoke "MediaGraft" technology platform which, the company claims, enables advertisers to attach audio or video commercials to songs.

Earlier this year, V2 and Sanctuary struck deals to allow We7 users to download DRM-free catalog.

"We7's success over the past few months has been phenomenal and it's incredibly exciting to undertake this role at such a crucial stage in the company's growth," comments Gardiner in a statement.

"The digital music industry is highly competitive, but with We7's unique proposition, I relish the opportunity to use my experience to help build the company into a major player."

We7's MediaGraft software is patent-pending, and the service is currently operating in beta. The business has been nominated in the best digital service category at the Oct. 2 BT Digital Music Awards in London.