Thursday, January 28th, 2010
Peer Group Media – Australia’s leading brand entertainment agency today announce their appointment with defiant youth retailer General Pants Co. The partnership will give birth to a new initiative, Major Label.
Major Label is a pioneering singles only record label wholly owned by General Pants Co. where the artist maintains ownership of copyright, has full creative control and receives 100% of the royalty income through the sales of music through digital retail stores. The concept behind Major Label is for the 700 street-savvy General Pants Co. staff to act as talent scouts, street teams and publicists for the label and its artists. The staff will seek out the next hot Australian acts and submit them to the Major Label music blog housed on the General Pants Co. website. Each month three acts will be chosen and their single released through Major Label. The singles will be available for streaming on the General Pants Co. website and available to purchase through selected online retailers.
Peer Group Media will be responsible for managing the overall campaign, creative, PR and artist liaison. The initiative launches on 1st March 2010.
Jethro Lyons, Brand Manager, General Pants Co. said: ‘Major Label is about discovering up and coming hot new Australian acts and throwing them a lifeline. The program engages our staff and customers and puts General Pants Co. on the dance floor of the Australian music scene, which is an exciting place to be right now.’
Adam Zammit, CEO of Peer Group Media said: ‘Major Label is the first of its kind in Australia and Peer Group Media are delighted to be involved in the creation and delivery of the campaign. Our proven expertise in creating engaging projects within the entertainment industry makes us a perfect fit for this campaign and we are looking forward to delivering really strong results.’
-ENDS-
If you’re in a band and want to become a Major Label artist, contact Henry Roberts: henry@peergroupmedia.com. Artists can take their demo recordings into any General Pants store for consideration from March 1st.
For media enquiries, please contact Hannah Cooper: hannah@peergroupmedia.com <hannah@peergroupmedia.com> / 02 9552 6333 / 0431 985 018.
For more information on General Pants, visit www.generalpants.com.au
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