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Gramtone is a Swedish music publisher trying to work creatively in a new media environment. Their business idea circles around a manifesto, the Mu07, in which there are several new thoughts: The musicians will get the income from sales, file sharing is not a threat, live performance is the main product, middle men should be minimized and the audience and the artist should have a close relationship. Also they work with their invention the Web Album, a new kind of product, sprung from the notion that MP3-files are too unsexy.

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