Decent-but-underloved digital music service We7 is relaunching with a new logo, and a belief that "younger" people is where it's at.
That's the old logo... and this:
This would be the new one.
The meat, though, is in focusing on people who want a free service, seeing the gap Spotify has left by scaling back its free operation; and simplifying the way things work:
Steve Purdham, chief executive of We7, said that the new-look site should be thought of as a 'personal DJ', likening it to the Pandora service in the US.Not entirely sure "just wanting to be entertained" is the same thing as "loving music" - there's a difference between a zipless fuck and a romantic entanglement - but that's probably the least of We7's challenges.
'Some people love the idea of going through the catalogue to create a playlist, but the vast majority of us who love music do not want to make that investment in time and just want to be entertained,' he added.
In Spotify, it's taking on a service which has established itself as an almost generic name for streaming online services - and trying to get people to use We7 when they're thinking they're Spotifying is going to be tricky.