We7 shifts focus to 'Internet Radio Plus'

Online music service We7, backed by Peter Gabriel, Eden Venture and Spark Ventures, has changed its strategy this month away from on-demand streaming (a la Spotify) and towards the provision of 'Internet Radio Plus'.

We7 began its life as a free music download service before developing into an on-demand browser-based offering and, most recently, offering a premium paid-for (and advertising-free) service.

Pandora plus for Europe?

We7's latest strategy shift reflects the company's idea that European music fans have a need for better Internet radio services such as Pandora in the US.

We7 is calling its new offering "Internet Radio Plus" which it has been quietly developing for the best part of the last year.

We7 CEO Steve Purdham, commenting on the growing shift to online radio listening, noted: "This is a massive hint on how people want to listen to music."

We7's new Internet Radio Plus strategy will start with a service called 'Loved Radio', where users select 'love' on an artist, song, album or playlist they particularly like, which will then affect what is played in the future. Users can share 'loved' station with friends on Facebook, Twitter or via email.

The company is also hoping to develop Internet Radio Plus to eventually allow users to include personalised news alerts in the stream.

We7's press release notes: "What defines an individual's music tastes is not their CD or download library but the metadata about the music they like and when they listen to it."

"Becoming the Pandora plus of the UK and Europe would be a great aspiration to have," said Purdham.