In an article from the Financial Times, acccording to the International Federation for Phonographic Industries, illegal music downloading still dominates legal downloads 40 to 1. It is this number which prompted Universal to sign contracts with SpiralFrog, a new website which will allow free downloads and rely on advertising for revenues. When the site goes live this December, visitors will be entitled to download select portions of Universal's catalogue. Being that Universal is the world's largest music company, we can expect other labels to follow suit.

Robin Kent, CEO for SpiralFrog, spoke about SpiralFrog's allure to young customers:

Customers will be able to download an unlimited number of songs to their computer and to one other device. Safeguards are in place to prevent burning CDs of the downloaded material, and if the customer does not pay monthly visits to SpiralFrog, access to their downloaded material will freeze.

While Kent tries to lure other major labels and their catalogue into his inventory, advertisers are expressing interest in the idea. Companies, like Perry Ellis, Levi's, Benetton, Aeropostale whose primary target is youth, find the idea compelling. Oscar Feldenkreis, president of Perry Ellis International:

SpiralFrog's business relies on the notion that young consumers are wiling to trade their attention for free music. Kent says that research suggests they will, should the brands and products be relevant to the audience.

While this is an exciting idea and, finally, nearly half a decade following the Napster aftermath, labels begin to see that there is no going back, there is no word on how the advertising revenues passed on to the label will be distributed to the artists.