Guvera, an Australian start-up,  has evolved a business model that is a bold but necessary experiment for the music industry.

Music downloads from the site will be free, paid for by advertisers who get the opportunity to connect with consumers of particular songs, or music genres. This has some very attractive possibilities for marketers of a wide range of products.

Seems a way better solution to the piracy travails of the music industry than their reaction to date which has been modeled on King Canute’s  control of the tides.