Music website Guvera has acquired 40,000 registered local users during its beta testing phase ahead of its March launch date.
The local site has garnered international acclaim with support from industry names such as Alice Cooper and The Donnas, who played at its US pre-launch party in New York last week. The site's creator, Claes Loberg, being interviewed for Rolling Stone and the LA Times.
More than 40 companies, including the Australian arms of McDonalds, Dominos Pizza and Harley Davidson, have put cash behind the website. Each advertiser owns a content channel which targets music and advertising to a nominated socio-demographic group. The channel will provide users with as much free music as allocated by the advertiser's pursue strings, while content will alter according to changing user tastes using an custom algorithm.
Loberg said the channels are less disruptive than traditional advertising and are geared to a company's 'personality'.
The company has rights to more than 300,000 and expects to bring this to 3 million by month's end.
Guvera will include movie and TV shows for download in the near future.