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Sanctuary, the UK's largest independent record label, has jumped on board with We7.com, a DRM-free music service that "grafts" ads to the beginning of track,s based on user demographic and location.

Sanctuary will bring with it artists like Morissey, the Charlatans, including new releases from Photek and Spirtualized, according to We7's website. Users will also have the option to buy the music outright removing the ad from the track.

We7, whose business premise is founded upon ad-supported music, was launched by Peter Gabriel back in May.