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Magnatune is an American independent record label based in Berkeley, California, founded in spring 2003 by John Buckman, then-CEO of e-mail software company Lyris. It aims at treating both its musicians and its customers fairly—its tagline is "We are not evil". It originally only sold music for download through its website, but added a print-CDs-on-demand service in late 2004, and in October 2007 began selling complete albums and individual tracks through the Amazon.com Music Store. In May, 2008 Magnatune launched all-you-can-eat membership plans, and is believed to be the only online music site to offer a DRM-free unlimited membership. From March 2010 Magnatune dropped the CD printing service, and moved exclusively to the all-you-can-eat membership plans.