Free, ad-supported, licensed music streaming and download service Guvera Entertainment this morning unveiled My Soundtrack, a new Facebook app enabling brands to “boost their social marketing efforts” by promoting a personalized playlist directly on their Facebook page.
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Loberg said Guvera was born out of that revolutionary concept. That's why it branded the capitalist music service around the namesake communist revolutionary Che Guevera, albeit ironically.

“We felt we are actually shifting the whole model of advertising,” Loberg said, noting that “in a world where everyone was coming up with different versions of prosecution to get people to stop doing something,” Guvera came up with the idea of turning a negative into a positive -- and a mechanism for paying labels and artists for the rights to stream and download their music via advertising dollars.

The idea, said Loberg, was to “use music as currency to get consumers to do things for a free download.”

Or as one of the performers on a video Loberg showed summit attendees said, “We get paid when you steal our sh*t.”