Digital Music News has some specifics on the plans for RCRD LBL, an ad-supported digital music label co-founded by blog entrepreneur Peter Rojas (Weblogs, Inc., Engadget).

"The overarching concept, referred to as a 'label for the digital generation,' positions free music alongside contextually relevant advertising. The 30-page PDF, geared towards advertisers and other interested partners, calls for 'free exclusive content from top emerging and marquee artists,' and editorial in the form of "blogs and online niche microcontent." Prospective artists for launch include Gnarls Barkley, DJ Green Lantern, Thom Yorke, and Mark Ronson, according to the document. ...

Meanwhile, the RCRD LBL model calls for a fair amount of content portability in the form of widgets, an approach that will significantly broaden the reach of the digital label. Other executives mentioned in the presentation include Elliot Aronow, Piers Fawkes, Terence Lam, and John Josephson."

The list of prospective artists makes sense. I think an ad-supported label is going to have a hard time breaking new artists, at least at first, and needs established artists to get off to a good start and attract advertisers.