Faction Adds New Managers, Tech Platform; Opens L.A. Office: Exclusive

Jay Blakesberg
Robb McDaniels photographed in San Francisco on April 2, 2012.

Andy Gould and Jerry Clubb are among the new managers representing artists that include Ministry, Memphis May Fire and Asher Roth.

Faction Entertainment, a new "disruptive" business for music managers launched six months ago by former INgrooves founder/CEO Robb McDaniels, is aggressively expanding. The company has signed eight new managers, launched a new proprietary technology-enhanced communication platform and recently moved into a 6,000 square foot Hollywood office located on Sunset Boulevard near La Brea Avenue.

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The new client managers include Andy Gould, Jerry Clubb, Rico Csabai and Jeff Bowers, bringing its management roster to a total of 15 representing more than 60 artists. Musicians represented by the new managers include Ministry, Asher Roth, Memphis May Fire, Rumours, One Less Reason and Armors.

Faction has also just launched its new proprietary communications platform with technologies allowing for managers to create various work groups (i.e. "factions") with different configurations of an artist's team, including label personnel, tour managers, music agents, business managers, promoters, publicists, lawyers and others. The technology suite includes conversation threads, tiered access, emails, a social media dashboard, task management, streamlined business approvals, calendars and more.

"We've been working in partnership with our managers to make sure we get their core daily operating needs embedded into this platform," says McDaniels who claims Faction goes beyond what other management concerns can offer clients. "With other management roll-up companies the managers sign-up and get access to marketing and administrative services and other core infrastructure, office space and so forth, we wanted to provide those services in a different way then they traditionally would get from say the Red Lights or the Vectors," the CEO says referencing two music management firms. "The two key differentiators other than the types of services we provide is an equity ownership structure for our managers where we carve out 20% of the company for them to share in ownership to create an alignment of interests and collaborative culture and then our technology."

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The CEO claims the new platform significantly frees up a mangers' time by "somewhere between 20-25%" giving them less time tethered to their smart phones and more time to focus on signing artists and generating revenue.

Faction received $700,000 in private investment at the beginning of summer, according to McDaniels, and has raised a total of $1.1 million of capital to date. The company's initial seed round included angel investment from Manatt Venture Fund, TechInvest and unnamed music industry executives, As Faction, which now has 18 employees, 15 managers working with more than 60 artists, continues to scale, it plans to have another round of funding later this year.

In June the company opened its Los Angeles headquarters in Hollywood where promoter Golden Voice and later Kemosabe Records formerly had their offices. Faction also has a satellite office in New York's Chelsea neighborhood.

Faction initially launched in February with seven founding managers: Kevin Zinger, Ivory Daniels, Kino Childrey, Paul Stepanek, Marc Friedenberg, Brian Ross and Anna Axster. Artists these managers work with include, Everlast, Dilated Peoples, Royce da 5' 9, Blackalicious, Ryan Bingham, Jamestown Revival, House of Pain,  Madchild and Common Kings. Since launching Faction managers have added additional clients including Thievery Corporation, Pete Rock, Flagship and HONEYHONEY.

The company plans to roll out a mobile version of its new technology platform in September.

"The industry has been waiting for managers to take the bold steps necessary to evolve with the realities of the current global digital world we live in," said Andy Gould, who manages Ministry (and formerly worked with Guns N' Roses and Rob Zombie), in a statement. "Faction is the ideal services and technology to take us to the promised land."