The aim of the site was to have artists paid fairly for the sale and distribution their music on the Internet, without having to go through a record label or digital aggregators.
[4][5] Gogoyoko was known as a "forward-thinking" company[6] due to their focus on artists' rights and the concept of "Fair Play in Music", which was term that gogoyoko used to describe its business model and as a general slogan for its activities in organizing concerts for charity and to promote grassroots musical movements.
[3][7] gogoyoko partnered with other companies with a focus on artists' rights and fair business models in the music industry.
[8] Gogoyoko was founded in Reykjavík, Iceland, in December 2007 by musicians Haukur Magnússon and Pétur Úlfur Einarsson.
The Featured Artists' Coalition, whose members include Radiohead, Kate Nash, Iron Maiden and Kaiser Chiefs, has issued a whole campaign based on the "fair play" concept.
We speak with one voice to help artists strike a new bargain with record companies, digital distributors and others, and are campaigning for specific changes.
Artists and record labels could also choose to donate a portion of their earnings to the gogoyoko's partner charities.
[24][25] As part of their involvement with the grassroots movement in Iceland, they also organized concerts with up-and-coming artists and for special charity project.