The most interesting new arrival in the ad-funded download space in recent times, Aussie-based Guvera, is set to launch in the US on 30 Mar with major labels Universal and EMI and indie distributors INgrooves and IODA all on board, plus licensing deals in place with US mechanical rights people Harry Fox and one of the US's two (well, technically three) performing rights societies, BMI.

As previously reported, this latest effort to make free downloads available to music fans courtesy of advertisers puts a sponsor's branding on the website where the download begins rather than sticking some audio on the free track itself.

This is a clever move. Because neither advertiser nor downloader wants an ad to be permanently attached to a track, free downloads that came with audio ads attached needed to have a system whereby the ad would eventually disappear, which either required tedious DRM or a double download, making previous ad-funded systems pretty unattractive to users. Guvera has been getting generally good write-ups since launching in beta form in Australia last month.

No word on UK expansion plans as yet.