Whatever you do, don’t refer to music streaming app, Guvera, as a music streaming app.

That was the position repeated by Guvera founder Claes Loberg in my exclusive feature article for music industry trade bible, The Music Network (TMN).

It was also Loberg’s first interview since the Gold Coast start-up’s very public – and albeit very humiliating – attempt to list on the ASX.

The story, published three days before Loberg replaced fellow founder Darren Herft as the company’s new CEO, was full of revelations that were later picked up by mainstream media outlets.

As a member of the music business alumni, who still dabbles in “the biz”, chasing down this story was important.

Guvera owed $13 million to record labels, music publishers, and music rightsholders. That’s a reasonable amount of money that would fail to find its way into artists’ pockets, should the company collapse.

Since the ASX blocked its IPO – which I had also previously covered for TMN, with comment from Shart Tank investor, Steve Baxter – the media has scrutinised every move by the company.

Guvera was in crisis mode when I requested an exclusive interview with Loberg. It took three weeks to make it happen. And, given the depth of one-sided coverage Guvera had received, I’d guess more than one journalist was chasing down this same yarn.

The result, I hope, is a story that paints a balanced picture of an Australian technology company that appears to have lost its way, but is fighting to redeem itself.