London based independent V2 has announced it has signed up to the previously reported new ad funded download service led by Peter Gabriel, We7. The deal will see music from V2's whole back catalogue, which includes music from the likes of Stereophonics, Elbow, The Rakes, Mercury Rev, Underworld and Bloc Party, made available to the new download service, which will make DRM free MP3s available for free, carrying short ten second ads that play the first few times a track is played.
Confirming their involvement in We7, V2 Head Of Digital And Business Development, Beth Appleton, told CMU: "We are very pleased to be one of the first labels to sign with We7. We7 are driving a new business model for the music and the entertainment industry. Online environments, such as We7, where music fans can enjoy music when they want, where they want, as they wish, where the experience to the music fan feels free and fun but critically labels and artists are being paid through a share of advertising is a business model for the future. V2 are very pleased to be an initial partner with We7".
We7 CEO and co-founder Steve Purdham added: "We're thrilled to have V2 on board. Historically they have been pioneering in their adoption of digital music, and we're pleased they see the same potential for We7 model as we do. We look forward to a fruitful future with them and hope this is the start of a strong relationship as we continue to grow the We7 catalogue for our users".