Peter Gabriel backs DRM-free music downloading

From Digital Music News:

The destination, called We7, is a collaborative venture that also includes technology entrepreneur Steve Purdham and private equity expert John Taysom.  Under the model, consumers will not be charged for downloads, though they will be required to endure an embedded advertisement prior to hearing the music. The result is a seems-like-free environment that will compensate artists for their creative capital.  In its announcement, the group pointed to a concept that "ensures artists receive royalties for making their songs available," while creating an "attractive proposition for advertisers, artists and music fans alike."  We7 also plans to maximize advertising revenues by tailoring specific messages to targeted demographics.

Advertisements will be positioned into the files themselves, a move that aims to eliminate losses occurred by free file-sharing.  That "grafting" solution is being powered by MediaGraft, and advertisements will remain within the file for about four weeks.

I say having an embedded ad in your songs is a) weird and b) totally worth the DRM-free sharealike environment it would create.

For more on We7, visit them here.

Oh, and in case you're wondering, the artists DO get paid from this new system.  It's explained like this:

You get paid

We7 shares the money that is made from the ads that are embedded with downloaded music and videos. Unlike P2P piracy sites, we respect your Intellectual Property and your contribution to the world of entertainment. For free music downloaded from our site, the split is typically 50/50 between you and the rights owner, after costs.                   

You maintain control

Our agreement with you is non-exclusive, leaving you with the right to do whatever you like with your Intellectual Property.  By allowing music downloads with We7, you keep control.

(video)    Peter Gabriel - Sledgehammer, from the SO LP

Godspeed!