TEN Music Group launches streaming-led imprint TENACITY

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Swedish independent music company TEN Music Group has officially launched a streaming and singles focused imprint, Tenacity, with Ali Vedadi appointed Lead A&R.

The label’s mission is to start the story for young acts on a single by single basis, aiming to utilise streaming and move quickly when launching songs worldwide.

TEN Music Group is behind Zara Larsson, Icona Pop, Niki and the Dove, Elliphant and Erik Hassle.

The Stockholm-based firm spans publishing, recording and production – and boasted the most successful pop composer in Sweden last year in Markus “Mack” Sepehrmanesh.

Founder Ola Håkansson first alluded to Tenacity in an interview with MBW earlier this year.

“Tenacity is about speed, streaming and that human touch that we need to keep present in the music industry today.”

Ola Håkansson, TEN MUSIC GROUP

Speaking about the new project, he said: “Tenacity is about speed, streaming and that human touch that we need to keep present in the music industry today.

“When we find a song that we love, we want to get it to the audience that will love it ASAP.

“Tenacity is our way of getting music to the people without the behind-the-scenes label politics or unnecessary waiting times.

“For us at TEN, the future is about moving fast, but also with precision. If we’re enthusiastic about a song, we want to get it out there as quickly as possible.”

Tenacity’s first single release was written and produced by Sepehrmanesh. Out on June 23rd, the track is by Swedum and titled ‘Summer State of Mind’.

On June 30th, Finnish/Swedish act Hymner will release ‘Apart’ feat. Norwegian singer Bast.

“I think the vision Ola has set out is exactly what the industry needs – releasing music as and when it is ready to go without the red tape or unnecessary waiting time.”

ali vedadi, tenacity

Vedadi (pictured) added: “I’m very happy to be a part of Tenacity. 

“I think the vision Ola has set out here is exactly what the industry needs – releasing music as and when it is ready to go without the red tape or unnecessary waiting time.”

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