European Indie Music Group Because Music Announces Global Partnership With Caroline International

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The deal covers marketing, promotion and physical distribution, as well as the launch of Because's first U.S. record label.

Leading European independent music group Because Music has announced a new partnership with Caroline International that covers marketing, promotion and physical distribution across the globe, as well as the launch of Because's first U.S. record label with an office in Los Angeles. 

Beginning Jan. 1, 2018, Because will distribute directly to digital platforms directly through its Merlin membership. 

The partnership with the Universal Music Group-owned Caroline will begin next year as well in all territories except France, which will commence in 2019. By teaming with Caroline, Because gains access to staffers in more than 20 countries to strengthen its global operations. The two companies are also developing a new independent label services system, according to a press release, "utilizing best-in-class data analysis, digital video-based marketing and promotion capabilities, streaming strategy, consumer engagement, among other elements." 

Because Music was founded more than 12 years ago and includes Christine and the Queens, Metronomy, Major Lazer, Justice, Django Django and Charlotte Gainsbourg on its roster, among others. Founder and owner Emmanuel de Buretel said in a statement, "This deal is a clear breakthrough; it opens a brand-new type of relationship between the indie community and the main major. I call it a 'variable geometry deal' as it combines complete freedom, agility, technology and world marketing coverage while respecting the independence of the artists and labels. More importantly in this new digital world, this partnership enables us to own and control all of our data and our digital pipeline for the first time."

Universal Music Group Chairman and CEO Lucian Grainge added, "I have long admired Emmanuel's sharp A&R instincts, his track record of breaking innovative artists and supporting music that moves culture. I'm thrilled that Caroline International will be working closely with Emmanuel and his talented team at Because Music to build upon the success they've already achieved by developing new creative and commercial opportunities, as well as launching Because Music's first U.S. label."


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