Independent V2 has become the first record label to sign with Peter Gabriel’s new advertising-funded music downloads platform We7. The back-catalog from V2, including tracks from acts like Cold War Kids and Stereophonics, as well as new releases and those from sister label Cooperative Music, will have We7’s MediaGraft technology applied to add a 10-second pre-listen advert that expires four weeks after purchase; files are DRM-free MP3s. Ad revenue goes back to labels and artists as royalty via industry licenses We7 is using. V2 head of digital Beth Appleton: “[A model in which] labels and artists are being paid through a share of advertising is a business model for the future.” (Release).

• Peter Gabriel Tries Ad-Supported Music Downloads; Launches We7