Independent distribution platform Secretly Distribution has joined forces with Nordic technology group NoordRights to launch Secretly Noord.
The new, global music company will provide distribution, marketing and technology services and tools to Nordic labels and artists of all sizes.
Secretly Distribution is now a non-controlling equity partner in NoordRights AS, and Secretly Distribution co-CEO Darius Van Arman will serve on the NoordRights board.
Daggan Stamenkovic will serve as Secretly Noord’s managing director, and will lead a team based in Norway, Sweden and Denmark, including Torny Gottberg, Jarle Savio and Pernille Dragsten Holden.
NoordRights AS was founded in 2018 by Phonofile founder Erik Brataas and other ex-Phonofile shareholders and employees, including Trond Tornes, Daggan Stamenkovic, Torny Gottberg and Trond Stian Evensen Førde.
Phonofile was the leading independent distribution platform in the Nordics for a decade, before merging with Finetunes and eventually being purchased by Sony Music’s distribution arm The Orchard in 2017.
Secretly Distribution, affiliated with the Secretly Group of labels (Dead Oceans, Jagjaguwar and Secretly Canadian) and with offices in Bloomington, Indiana, New York City, London and Los Angeles, was founded in 1996.
It currently serves a significant set of highly regarded independent labels and artists, including, the Omnian Music Group labels (Captured Tracks, Sinderlyn, Flying Nun), Ghostly International, Sacred Bones, Asthmatic Kitty, Run For Cover, Temporary Residence, Touch and Go, The Numero Group and Smalltown Supersound, to name a few.
Leading artists on these labels include Bon Iver, Sufjan Stevens, Mitski, Jenny Hval, Jens Lekman, Mac Demarco, Slowdive, Dinosaur Jr. and Phoebe Bridgers.
Secretly Distribution was, in 2018, the very first distributor to share the value of Spotify equity with the labels and artists it distributes, distributing to its distribution clients over 80% of the value it received based on usage data.
Co-CEO Darius Van Arman also co-authored the Worldwide Independent Network’s Fair Digital Deals Declaration, promoting fair and transparent accounting principles in the music industry.
“With Secretly Noord, and through our partnership with Secretly, we’ll be able to offer high quality marketing services for the independent sector in the region, and combine local knowledge and a proven team with the scalability, reputation and quality of Secretly.”
Erik Brataas, NoordRights
Erik Brataas, chairperson NoordRights, said: “We’re all very excited! The last few years we have seen a vacuum in the market for independent distribution services in the Nordics.
“With Secretly Noord, and through our partnership with Secretly, we’ll be able to offer high quality marketing services for the independent sector in the region, and combine local knowledge and a proven team with the scalability, reputation and quality of Secretly.
“The collaboration is also a significant step for NoordRights as a technology company, creating scalable, transparent and sophisticated rights administration tools for the creative industries.”
“It has been Secretly Distribution’s constant focus to make the big music marketplace accessible to quality-oriented small and medium-sized companies, as the vitality and diversity of culture depends on the contributions of companies this size.”
Darius Van Arman, Secretly Distribution
Darius Van Arman, Secretly Distribution Co-CEO, added: “It has been Secretly Distribution’s constant focus to make the big music marketplace accessible to quality-oriented small and medium-sized companies, as the vitality and diversity of culture depends on the contributions of companies this size.
“Our partnership with NoordRights is another important step towards increasing our capabilities in this regard, and it helps establish a truly independent path to market in the Nordics that is future-facing and unencumbered by approaches of the past.
“We look very much forward to a long term collaboration with the team that previously brought some of the most culturally important labels and artists in the Nordics to the rest of the world.”Music Business Worldwide