V2 have announced an agreement with a company called Quibus which will see the former's music made available via the latter's digital music platform, which is described as a "peer-to-peer" music promotion service.
To be honest I'm a bit confused about how the Quibus system works - but I think it somehow tempts people in from non-legit P2P networks by offering a range of ad funded promotions and streams, with the aim of encouraging users to then buy the music rather than acquire it illegally. But I might have got that completely wrong - the press release I saw didn't make much sense to me. But the benefit to the label is definitely twofold - a cut of ad revenues plus a promotional opportunity to market new releases.
Here's what V2's Head Of Digital And Business Development Beth Appleton said: "The Quibus service represents an innovative business model and precedent-setting music promotion service. It offers our artists a great way to reach music fans and consumers using the potential of peer-to-peer technology, while increasing the potential of our revenue stream".
Quibus boss Carsten Wegmann added: "V2 is one of the UK's biggest and most forward-thinking independent record label. We are proud to enter a strategic relationship with a leading European content owner of V2's caliber, and look forward to working with them on promoting their repertoire. We can increase their sales while Quibus can leverage the content for advertising and co-branding purposes".