New York-based media and content company Mass Appeal has inked its second major music-related deal of the year – enabling it to expand its empire into music publishing.
The firm has launched a joint venture publishing company with Pulse Music Group, which is based in LA and already counts the likes of D.R.A.M., Starrah, El-P of Run The Jewels, Christian “Bloodshy” Karlsson, BØRNS, Gallant, and Kaytranada as clients.
The news comes two months after Universal Music Group led a $6m funding round in Mass Appeal.
The Pulse JV will ‘seek to identify young and up-and-coming songwriters, producers and artist talent and use the unique leverage of Mass Appeal’s influence and relationships to secure key signings and promote the catalog’.
The companies will also work in tandem to create original music content for Mass Appeal’s film/television projects, as well as brand partners.
“Publishing has been one of the key missing pieces to the evolving Mass Appeal brand. From the minute we met the team at Pulse, it was clear we had a shared vision for the future of the industry and common passions for music and culture.”
Peter Bittenbender, Mass Appeal
Pulse will provide exclusive worldwide music publishing administration for the partnership through Pulse Publishing Administration and Hitcher Music respectively.
Founded in 2010, Pulse Music joined forces with Fuji Music Group in 2014.
Aside from its publishing signings, the company also has relationships with Rick Rubin’s first publishing company American Songs, Beth and Luke Laird’s award-winning company Creative Nation in Nashville, and Magnus Media, the Miami-based entertainment company launched by Marc Anthony.
Pulse founder and co-CEO Josh Abraham commented, “Our vision in founding Pulse was to align ourselves with artists and creative companies at the vanguard of culture. We couldn’t be more excited to add Mass Appeal as a creative partner.”
Maria Egan, President and Head of Creative at Pulse added, “We are so impressed by Peter Bittenbender and his vision for Mass Appeal’s growth and have the utmost respect for their impeccable taste. We look forward to complementing each other’s creative teams and providing a uniquely powerful service for our artists.”
Peter Bittenbender, CEO of Mass Appeal said “Publishing has been one of the key missing pieces to the evolving Mass Appeal brand.
“From the minute we met the team at Pulse, it was clear we had a shared vision for the future of the industry and common passions for music and culture. We are thrilled to grow this new division with our incredible partners at Pulse.”
Founded in 1996 as a graffiti ‘zine, Mass Appeal’s business now includes production and development of TV, film and commercial content, creative services for blue chip brands, a leading urban alternative record label and owned media channels across social, web and print.
In 2014, the company joined forces with rapper Nas to start Mass Appeal Records, a music platform that has partnered with artists including Run The Jewels, J Dilla, Dave East, Mannie Fresh, DJ Shadow, Nas, and others.Music Business Worldwide