Industry Moves: Ad-Funded Music Retailer We7 Snags Ex-BMG Exec

Oxford-based We7, which offers tracks for free with ads tacked on to the start, has appointed Clive Gardiner at VP of digital content (via NetImperative). Most recently MD of Cafedirect in the UK, Gardiner was also previously MD of BMG in Malaysia and professes to have been both a musician and producer himself.

Launched in May, We7 uses its MediaGraft technology to append 10-second commercials to its DRM-free MP3s, though the ads expire after a month; ad revenue goes back to labels and artists as royalty via industry licenses We7 is using. So far, We7 carries tunes from artists on the indie labels V2 (ie. Stereophonics, Cold War Kids) and Sanctuary (ie. Morrissey, Alison Moyet) plus unsigned acts. Gardiner will be charged with ramping up the depth of the catalogue before We7 comes out of beta, due later this year.