Strategic Digital marketing agency Motive Unknown is launching a sister company, Positive Subversion.
The new company is a project and label management consultancy for independently-minded artists, managers and record labels.
Positive Subversion is a partnership between Motive Unknown and Siofra McComb, former Head of International Sales and Marketing at independent label and distributor !K7.
Motive Unknown and McComb had previously collaborated on projects for Run The Jewels and labels Daptone and Mass Appeal.
The new company will offer support to artist managers who are increasingly shouldering the traditional responsibilities of a label, and to independent labels finding they need extra support that comes with years of international marketing expertise.
Positive Subversion has already signed hip-hop duo Run The Jewels and LA label Innovative Leisure as its first clients.
“Managers are taking on more and more, but often lack the hands-on resource to manage the minutiae of a release campaign.”
Darren Hemmings, Motive Unknown
Motive Unknown Managing Director Darren Hemmings: “Managers are taking on more and more, but often lack the hands-on resource to manage the minutiae of a release campaign.
“We have also seen that taking on permanent staff in this space doesn’t make good sense due to the cyclical nature of campaigns.
“Working with a consultancy is the optimal one, and Positive Subversion seeks to fill that gap.”
Added Hemmings: “I’d like to think that at Motive Unknown we have built a strong name for delivering the best solutions for our clients; ones that often dare to think differently and engage with new ways of working.
“Positive Subversion is built in that same image; we are looking to deliver that same smart, forward-thinking offering of maximum value to our clients.”
“As the market evolves, managers and labels need modular solutions to make the most out of arising opportunities.”
McComb said: “As the market evolves, managers and labels need modular solutions to make the most out of arising opportunities.
“Positive Subversion offers them maximum flexibility to build the teams they need, making it possible for them to stay agile in an industry that changes at breakneck speed.
“We want to help them maintain independence and keep control over their creative output.”Music Business Worldwide