... Canadian Steven Nowack presented his SOS Records to the international press. He has a unique idea: free downloading supported by ad revenue.

The first artists on his Web site include R&B star Mario Winans, Billboard magazine-anointed hot singer Naomi Striemer and Senegalese sensation Idrissa Diop, a protégé of Carlos Santana. Striemer and Diop gave walloping live performances at the press conference, with Diop doing a song about Nelson Mandela called "Nobel Prize." Tutu got into the groove and danced along.

In weeks to come, Nowack says, a huge amount of content will be added as deals are worked out with established artists who don’t have connections to major labels.

But the more interesting part of SOS Records’ site will be a forum for unsigned new artists. They’ll be able to work with famous producers, such as Winans, in an unprecedented interactive showcase. Singers, songwriters and producers will be able to upload their music onto the site and collaborate with mentors. It’s a unique idea, and one that should catch on quickly.