trueAnthem Gets $2.9 Million For Ad Supported Music

San Francisco based trueAnthem has grabbed $2.9 million in first round funding for its online and supported music service according to an SEC filing.  It joins Guevara (who hits 160,000 users according to a tweet yesterday) and others in a sector that has seen its share of failures.

The startup hopes to help major clients reach key music fans who they see as influencers that can spread brand messaging. A central component of their campaign is a special trueAnthem Social Media Player you can see in action here.

Current clients include Nestle, Levi’s, adidas, Skullcandy, Rocawear, Coinstar, Carat, Big Fuel, Zenith Media and Swirl.