Guvera operates a registration-only, brand-supported music service where advertisers set up custom entertainment and promotion channels that consumers can access for free. Advertisers use a dashboard to select content by “personality,” target campaigns by demographics and location, and set a fee per person per download or stream; revenue is shared with music rights owners. Current content is music from licensing deals with Universal Music Group, the Independent Online Distribution Alliance (IODA), and EMI, and Guvera says it is in talks with Sony, Warner and movie/TV studios to expand into video. The company has been admitting a couple of thousand beta testers per month and expects to open to more beta testers, including in the United States, before March, plus offer a loyalty program to retain heavy users. Founded in 2008 and based in Australia, Guvera secured about $10M in financing in 2009 and is about to collect an additional $20M from an Australian angel consortium. Current brand clients include McDonald’s, Johnson & Johnson, and Harley-Davidson, and Guvera aims to attract users virally through brand channels rather than interruptive advertising.

Total raised

$20M

Funding rounds

1

Latest round

Equity

Latest activity

Jan 2010