Aussie firm Guvera steps up operations as it takes on iTunes

A GOLD Coast company which is taking on Apple's iTunes with free music downloads funded by advertising is stepping up its operation.

Claes Loberg

A GOLD Coast-based company which is taking on Apple's iTunes with free music downloads funded by advertising is cranking up its cutting-edge operation.

Guvera expects to almost double its staff to between 100 and 150 people by the end of the year.

Launched in 2009, the unlisted public company has also secured 369sq m of office space for its new headquarters in Robina.

It is relocating from smaller premises after signing a five-year commitment in the landmark Rocket office tower.

Guvera is the brainchild of Claes Loberg, a tattooed and long-haired entrepreneur who heads up the expanding company.

The Rocket will be Guvera's technology hub, but the company also has offices in the US.

In 2009 and 2010, the company struck deals with a string of entertainment industry organisations including Universal Music Group, EMI and the Australian Performing Rights Association - enabling it to deliver free streams and downloads via its website, www.guvera.com.

Content is accessed via branded microsites paid for by advertisers that have a role in choosing the music content, enabling them to align their message with a target market. The business system utilises Guvera software that tracks transacted content and enables payment to content owners.

Guvera recently redesigned its website, streamlining access to content and adding to its visual appeal. Its advertising partners have included Microsoft, McDonalds, Pepsi, Schweppes, American Express and Johnson & Johnson.

The leasing deal at The Rocket was struck with developer Robina Projects Australia.

Although a leasing rate has not been disclosed, industry sources estimate the space would fetch a rental rate of about $160,000 gross a year.

Mr Loberg said Robina worked well for Guvera as a business location and The Rocket's modern design complemented the company's operations.

"Relocation to The Rocket is a further step on the company's growth path," he said.