Atlantic Records inks joint venture deal with Detroit’s Assemble Sound

Atlantic Records has entered into an artist development partnership and joint venture label deal with Detroit-based music company Assemble Sound.

Assemble will serve as an external partner, with its own established team and facilities, to discover and develop artists.

Atlantic says that it will begin signing select artists to a jointly-operated Assemble Sound/Atlantic label.

Assemble is a recording studio and music company for sync licensing, artist development, artist management, marketing and label services.

In 2015, the company purchased the shell of an old church, with the goal of refurbishing it and turning it into a music compound.

Since its founding, Assemble has also created a sync and supervision department, led by co-founder and music supervisor Nicole Churchill.

The company says that its department has placed “thousands” of songs with clients ranging from Hulu and ESPN to Apple and HBO.

The Assemble name also encompasses management and marketing departments, as well as a record label run by Head of Marketing, Shack Shackelford, and Head of Music, Seth Anderson.

In 2021, Atlantic also entered into joint venture deals with indie record label vnclm_, while its UK division partnered with the UK-Latin based record label Candela Records, and the Ireland-based rap, hip-hop and drill label Trust It Entertainment.

Assemble’s founding executive team includes Garret Koehler (GM), Seth Anderson (Head of Music), Nicole Churchill (Head of Sync & Supervision), and Nicole “Shack” Shackelford (Head of Marketing).

“We’re incredibly excited to be partnering with Assemble.”

Craig Kallman & Julie Greenwald, Atlantic

Craig Kallman, Atlantic Chairman & CEO, and Julie Greenwald, Chairman & COO, said: “Garret and the team at Assemble have created a unique, extraordinarily fertile environment for emerging talent.

“By combining free studio space and artist development resources with a yearly residency program for gifted artists, songwriters, and producers, they’ve created a fantastic place where collaboration is natural and inspiring.

“The proof is in their amazing track record in nurturing brilliant artists who have landed major label deals.

“We’re incredibly excited to be partnering with Assemble to launch a next generation of talent coming out of one of the world’s great music cities.”

“Our work has always been anchored in giving artists access to a collaborative creative space.”

Garret Koehler, Assemble

Garret Koehler, Assemble co-founder and GM, added: “Our work has always been anchored in giving artists access to a collaborative creative space.

“It’s a simple idea, but when you introduce the right intention and involve the right people, the simplest ideas can be transformative.

“Our partnership with Atlantic allows us to stay focused on our work knowing that we’ll have the ability to scale it’s impact alongside a world class team with a proven track record of putting Detroit acts on the global stage.”Music Business Worldwide

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