Frontiers Label Group has launched a new artist partnership platform for rock, metal and alternative acts.
The project, which is called NOIUS, launches with the signing of X Ambassadors, who will release music through FLG Records.
Frontiers Label Group is celebrating its 30th anniversary, and the launch of NOIUS represents a “new, forward-looking approach” to artist partnerships.
Serafino Perugino, president & CEO of Frontiers Label Group, says the name “reflects the philosophy behind the platform: moving beyond the traditional divide between artist and label and creating an ‘us’”.
I wanted to move away from the traditional idea of an artist on one side and a record company on the other
Serafino Perugino, FLG
“It is built around partnership, alignment and shared success - artists and labels working together with the same ambition, he added. “For me, the most important part of NOIUS is US. I wanted to move away from the traditional idea of an artist on one side and a record company on the other. NOIUS is about sitting on the same side of the table. We invest together, we build together and, if we succeed, we participate in that success together. That is what the name represents and ultimately what I want NOIUS to become.”
NOIUS pledges to build each partnership it enters into around the artist's specific needs, centred around the idea belief that “artists should be able to maintain ownership, creative control and flexibility, while benefiting from meaningful investment and a fully resourced international team”.
"I thought about a new model of business and NOIUS comes from a very simple idea: great artists should not have to choose between self releasing and having a serious global partner behind them,” Perugino said. “The music business has changed enormously, and I believe the relationship between artists and labels has to evolve with it. With NOIUS, we want to build partnerships around the artist - giving them flexibility, creative freedom and transparency, while bringing the investment, infrastructure, marketing expertise and global reach of Frontiers Label Group.”
NOIUS was the first model that didn't ask us to choose between independence and having a serious global partner
X Ambassadors
He described X Ambassadors as “exactly the kind of ambitious, internationally established artists we had in mind when we created this model”.
“I am extremely proud that this partnership will help us introduce NOIUS to the industry," he added.
X Ambassadors commented: “Owning our music and keeping creative control was non-negotiable for us. NOIUS was the first model that didn't ask us to choose between independence and having a serious global partner. We are so excited about this partnership and can’t wait to get this new music out in the world and into the hands of our fans.”
Chris Nary, Laffitte Management Group, said: “X Ambassadors have built their career on their own terms, and this partnership lets them keep it that way. NOIUS gives the band ownership of their music and real creative control, plus FLG's global marketing, distribution and international team behind every release. As their manager, that balance is exactly what I want for them: full independence, without giving up the muscle of a global partner. It's what makes this the right model for the band.”
Leo Nicholas, managing director, UK, and head of FLG Records, said: “Signing X Ambassadors is a landmark moment for our FLG label – a truly global, US-based artist and our biggest signing to date. They've trusted us with their music, and we're thrilled to help bring the next chapter to their fans.”
X Ambassadors, who have more than nine million monthly listeners on Spotify, will release a new single, Y.O.T.H. (Year Of The Horse), on October 30 via FLG.
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