The partnership, which follows similar deals with Sony BMG and Warner, means We7 users will be able to listen to full tracks and albums on an unlimited basis at no cost, as well as buy MP3 downloads.

We7's advertising technology plays short, targeted audio adverts before each streamed track and ensures rights owners get paid.

EMI Music president of digital business Douglas Merrill says, "We7 represents the new and innovative digital experiments underway in the market today, giving fans another ...