TuneCore & Believe launch new hip hop and R&B artist services brand, PIVTL Projects

TuneCore and parent company Believe have launched a new artist services brand called PIVTL Projects, which will specialize in hip hop and R&B music.

According to TuneCore and Believe, PIVTL Projects’ agreements “will allow the artists to maintain the ownership of their masters yet come with a high level of service as well as financing”.

A small team of widely respected executives has been assembled to focus on marketing, playlist promotions, A&R, project management and sync.

Former Primary Wave Talent Management partner and GM of Cure8 Records, Chris Maltese will run PIVTL Projects with the support of Kedar Frederic who moves over from TuneCore’s Business Development team to the VP of A&R role.

In addition, Cat Ahn who was previously with Def Jam, is now the Director of Marketing for PIVTL Projects.

Erik Pettie who comes in following a long run with Cash Money / Republic is the new Director of Digital Strategy, while Troy “Lingo” Etkins moves over from United Masters and fills the Director of A&R role. Meanwhile, Alexa Perkins leaves Capitol for the role of Project Manager.

The first artist signing for PIVTL Projects is California-based rapper and TuneCore alumnus, Joey Trap (pictured).

Following 2019 where the artist released a total of 79 songs and a variety of videos, Trap now has plans to release no less than five full projects this year, starting with an EP titled Champ due out on March 27.

He’s recently landed on some major playlists including Spotify’s New Music Friday in the US.

Up and coming R&B artist, Elliott Trent, who as a songwriter and producer has worked with the likes of Usher, Chris Brown, Kehlani and Trippie Redd has also signed to the roster and is set to release new music this spring.

Trent’s work as both a writer and a producer has been released by such industry heavyweights as Usher, Chris Brown, Kehlani and Trippie Redd.

“We plan to win by maintaining our focus on a roster of artists we feel passionate about, so we intend to be highly selective.”

Chris Maltese, PIVTL Projects

“Our team is extremely excited to partner with Joey Trap and Elliott Trent as our first signings to PIVTL Projects as we write a new chapter in artist development” said Maltese.

“Part of the reason we chose the name PIVTL Projects for this brand is because we want to be hands-on. Each one of our artists will be pivotal to our success, and vice versa.

“We plan to win by maintaining our focus on a roster of artists we feel passionate about, so we intend to be highly selective.”Music Business Worldwide