UK startup Pledge Music is throwing its hat into the fan-funded ring, with plans to take on Sellaband, Slicethepie and Bandstocks. The company has just appointed A&R guru Malcolm Dunbar as its managing director, working with CEO Benji Rogers on the soon-to-launch startup. It will allow artists to set the target for an amount they wish to raise, and then ask for pledges from fans in return for incentives including downloads, CDs and gig tickets. The company takes no money from fans until the target is met, says artists retain all rights – recording, publishing, merchandising and live – and says it charges the lowest flat-rate commission out of all its rivals.

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