Artist peter gabriel has been a leader in digital music. He co-founded OD2, one of the first digital download stores. He's now backing We7, a new entrant in the emerging ad-based non-DRM music scene, along with tech and equity experts Steve Purdham and John Taysom. We7 is in beta with the full service expected in June.

We7 listeners hear short 10 second or less commercials before music starts. Artists are paid by the download.

We7 uses MediaGraft technology for targeted commercial insertion based on user music choices and demographics when files are played in the We7 environment.

We7 claims it has DRM-free media that "can be played across all media player platforms and can be played where, when and on whatever device the user prefers." I assume this means the files are in open formats like MP3, but the company curiously refrains from stating that.