Guvera Launches Quietly In U.S.

MELBOURNE, Australia (Hypebot) –
Ad supported music service Guvera entered public beta yesterday, but without many of its key features including activated. The site went live in Australia, where the company is based, several weeks ago.

When it’s fully operational, Guvera's model goes beyond the "watch an ad and get a download" model by engaging the user more deeply and only with brands that they are likely to have interest in. Thus, registration for Guvera begins with a fairly lengthy questionnaire that identifies the users age, address and interests.

Universal and EMI as well as a number of indies have signed on to provide content. No brands were visible on the site as of this morning, but a number of major advertisers are reported to be on board for the full launch.