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Playing Around

Profile of online music provider EverAd Inc.

This story appears in the November 2000 issue of Entrepreneurs Start-Ups magazine.

At the pinnacle of the Napster war, there was no shortage of angry devotees sending e-mails proclaiming "I'm no pirate!" to recording industry higher-ups. No better time for New York City-based EverAd Inc. to present chronic downloaders with a way to get free music without incident.

EverAd's PlayJ ( product promotes antipiracy by pairing encrypted digital music files-from Aphex Twin and Tina Turner to Eminem and JayZ-with targeted visual marketing from 600-plus advertisers like CBS, Levi's and Banana Republic. Ads appear even in offline mode and can't be minimized or bypassed. WinAmp and Microsoft Media player plug-ins have also been developed, along with partnerships with online media companies like and Revenue from ad sales (more than $1 million to date) and ad-related e-commerce sales is split with content owners and distribution partners. "It's a new business model for [record] labels," says co-founder Assaf Ben Haroosh, 23. "They have to get used to it quick with MP3s."

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