Check out this interview with the co-founder of Kerchoonz: http://sellmusicitunes.com/?p=199

Kerchoonz is a forward thinking multi-media company conceived to help level the playing field for artistic people through the democratizing power of the internet and freedom of choice for the artists and the public.

The Kerchoonz Gang is a group of veteran record producers, artists, songwriters, music and technology industry pros, accountants, media lawyers and business people.

The founders, Indiana Gregg and Ian Morrow, began developing the site in October 2006. In January 2008, they created Kerchoonz.com and in April, 2008 a new company Kerchoonz Ltd was formed.