MTV and Sony ATV’s Extreme Music have teamed up for Hype Production Music, a newly created, first-of-its-kind hybrid music production and licensing partnership fueled by new, independent artists.
The company will contract directly with unsigned talent, help them produce new music, and promote them throughout MTV Networks’ programming. Hype artists will benefit from the copyright diligence of a major label, yet maintain the credibility of an indie. They’ll also receive 50 percent of all revenues from licensing and digital song distribution.
"It's no secret that the music industry is gasping for air and struggling for ways to break new artists," said Russell Emanuel, CEO of Extreme Music. "HYPE's hybrid model as an artist-friendly incubator leveraging its ability to license tracks directly in high profile shows will dramatically boost an act's profile. This is a new breed, second to none career jump-starting opportunity. It's production music on steroids!"
Hype already has several bands and solo artists on board, such as Daniel Chavez Wright (3D Friends), George Byrne, Locksley, Ginger Sling, The Midi Mafia, New Cassettes, Desoto Jones, Theft, National Skyline, Atlantic Line, Hell & Lula, Marc Robillard, The Diamond Light, The New FOs, Lego Johnson, Atlantic Connection and Heavy Young Heathens.
Photo: New Cassettes