Struggling music service Guvera to relaunch

Music streaming service Guvera is set to relaunch later this month.

The portal is a free music streaming service which also offers music downloads for users who first watch advertisements.

The relaunch news comes just weeks after reported the Queensland-based company company had reported a $22m combined loss over the past two financial years.  The company was founded by Australian-based Swede Claies Loberg in 2008 and launched its site in early 2010. In March of that year, the company appointed former MySpace national head of sales Jonathan Rogin as head of sales and said it had signed a number of key advertisers including McDonald’s, Mountain Dew and Johnson & Johnson.

In August 2011, former Virgin Music founder and EMI North America president, Phil Quartararo was appointed to helm the business. Since then the company has also struggled to find headway in the ever-expanding music streaming sector, with services like Spotify and Rdio gathering a wider footprint than others.

Skye Forbes digital marketing manager for Guvera said of brand relaunch: “In the past year we’ve seen some advanced opportunities. We’ve been focused on the user experience and also the development of brand engagement, offering our improved services to both the users and the brands.”

The relaunch will be handled by PR company Red Agency. James Wright, MD of Red Agency told Mumbrella: “We want to play on the Australian nature of the brand and the fact we’re more edgy and independent. Because we are based here it means we can really focus on the market where as someone like Spotify is playing in many ponds. ‘Guvera’ says something that is a little more tribal, focusing on creating a movement. The new positioning is ‘Your music your way.'” Their previous position was ‘Fuck pirates’.

Guvera has signed with the majority of the Australian major labels to access their libraries.

Another point of difference in Guvera’s model will include a device app within the free service. Wright said: “They are launching their first mobile app and this is their re-entry into the Australian market.”

Leading music services Spotify offers a freemium model in which users can listen for free but must listen to ads, alternatively they can pay a monthly fee to remove the ads and have access to apps on various devices. Rdio is subscription based only.


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