This is the idea: artists sell their music on the online platform without having to go through a major record label and without having to pay said label 90% of their profits. It's expected to be a free, legal service financed entirely through advertising.
The first ad depicts cartoon people playing music through different periods of history, from cavemen to jazzmen, and a brief history of musical devices running from the gramophone to the MP3 player. Evidently, the point is 'evolution', as in, Megabox is the next evolution in musical consumption... Which remains to be seen. And, like the ever-effective Hollywood trailer, the message ends with the poignant, 'Coming soon'.
The second video focuses on the platform itself (which is reportedly 90% finished). If we could sum up the message behind this ad, it would be 'it's hip' and 'it's got what you need'. Like Deezer and Spotify, each artist has their own page where fans can browse albums and singles. It's replete with apparent features like a 'Most Popular' artists and songs page, concert dates, user/artist stats and, of course, social networking activities, such as linking Facebook, Twitter and YouTube accounts to publish what songs you're listening to. But it goes beyond the consumer as well, offering artists tools and services to manage their careers.
With the March 2013 court ruling looming on whether or not Mr. Dotcom will be extradited to the United States, where he is accused of illegally generating $175 million in profits, the pace has been picking up toward the eagerly awaited website. It seems the story has only just begun...