We7 is the first free and legal service of its kind in Europe delivering music in the way consumers want it. We7 users can listen to music for free whenever they want, and buy whatever they love. The service works by 'grafting' short, relevant ads which precede the free music tracks based upon information known about the user, such as location, age and gender. This advertising ensures that artists and labels receive royalties for making their songs available, whilst consumers receive streamed legal music free of charge. We7 showcases exciting music of all genres from all four majors and loads of great independents in including PIAS, Finetunes, MTunes and The Orchard as well as directly from unsigned artists. Co-founded by Peter Gabriel, We7 received a BT Digital Music Award in 2008 for Best Music Service.