Because Music has teamed up with Caroline International on global physical distribution. The leading indie, which currently goes through Warner’s ADA, has switched to the UMG distributor in a multi-year agreement that includes marketing, promotion and physical distribution.
As first revealed by Music Week, Because will also launch a US label office in Los Angeles in partnership with Caroline.
From January 1, 2018, Because Music will distribute directly to digital platforms via Merlin membership. Because will partner with Caroline International for global marketing and promotional support, as well as worldwide physical distribution. The distribution deal will extend to France in 2019.
The companies are also developing an independent label services system utilizing data analysis, digital video-based marketing and promotion capabilities, streaming strategy and consumer engagement, with the ultimate aim of benefiting other independent labels, entrepreneurs and artists.
Because Music's rosters includes Christine & The Queens, Django Django, Charlotte Gainsbourg, Justice, Major Lazer and Metronomy.
Sir Lucian Grainge, Chairman and CEO of Universal Music Group, said: “I have long admired Emmanuel’s sharp A&R instincts, his track record of breaking innovative artists and supporting music that moves culture. I’m thrilled that Caroline International will be working closely with Emmanuel and his talented team at Because Music to build upon the success they’ve already achieved by developing new creative and commercial opportunities, as well as launching Because Music’s first US. label.”
Founder and owner, Emmanuel de Buretel, added: “This deal is a clear breakthrough; it opens a brand new type of relationship between the indie community and the main major. I call it a ‘variable geometry deal’ as it combines complete freedom, agility, technology and world marketing coverage while respecting the independence of the artists and labels.
“More importantly in this new digital world, this partnership enables us to own and control all of our data and our digital pipeline for the first time. I am delighted that Lucian and Mike agreed to combine our respective strengths and invest significant resources to build something very special together. I look forward to working hand in hand with Caroline teams to create new ways of developing and breaking new talents everywhere. It will make Because artists more independent and better placed to enter the new world of music consumption.”