The Orchard Forms Strategic Partnership with Mass Appeal Records Founded by GRAMMY-Award Winning Rapper Nas
May 26, 2021
The Orchard Forms Strategic Partnership with Mass Appeal Records Founded by GRAMMY-Award Winning Rapper Nas
(New York, NY ) – The Orchard today announced a strategic partnership with Mass Appeal Records, a record label led by GRAMMY-award winning Hip-Hop legend Nas. Through this partnership, Mass Appeal Records will sign and develop artists directly, utilizing The Orchard’s comprehensive suite of services and global value proposition, along with Mass Appeal Records’ expertise.
Mass Appeal’s artist roster will have access to The Orchard’s label and artist services, which include full-service marketing, sync licensing, video services, transparent data analysis, advertising, rights management, radio and more. Additionally, Nas will release new music through the venture.
Some of Mass Appeal’s notable roster includes Dave East, and DJ Shadow along with successful album releases like Run The Jewels’s RTJ2, and Nas’s NASIR, The Lost Tapes 2, and King’s Disease. Mass Appeal’s work spans into the television and film sector with original music for projects like HBO’s Silicon Valley, Netflix’s The White Tiger and 40-Year-Old Version, while also covering the video game industry with placements in the Grand Theft Auto V and the NBA2K franchises.
“This is a full circle moment for me,” said Nas. “To come back to Sony Music with my own label is a major milestone. We see this multi-phase initiative as an opportunity to continue to push the culture forward, educate, and inspire. It’s what we do it for, I couldn’t be more excited.”
“We are thrilled to be reunited with the team at The Orchard, said Peter Bittenbender, CEO, Mass Appeal. “What Brad and his staff have built over the past few years is beyond impressive, and we can’t wait to help supercharge their place in Hip Hop with all the incredible talent and projects we have lined up, including a major project for our Hip Hop 50 platform.”
“Nas, Peter and the Mass Appeal team have built an invaluable community that supports and cultivates artist creativity,” said Brad Navin, CEO, The Orchard. “As a company and strategic partner, The Orchard will continue to empower and reinforce their creative vision, and help all artists under the partnership expand their global reach.”
About Mass Appeal
Mass Appeal is an entertainment company dedicated to telling stories from the perspective of those who shape and shift culture. Since 1996, we have documented the emerging movements that influence popular ideas. Today, Mass Appeal is the elevated voice of Hip Hop and its ever-expanding sphere of influence. Integrated offerings in content, music and creative services stoke Mass Appeal’s ability to maximize the impact of our output. Our diverse school of thought separates us from friends and foes alike.
About The Orchard
The Orchard is a leading music distribution company operating in 45 markets worldwide. With a comprehensive artist & label services offering including full-service marketing, sync licensing, video services, transparent data analysis, advertising, rights management, digital and physical distribution and more, The Orchard empowers creators and businesses to grow and adapt in the dynamic global industry. For further information, visit www.theorchard.com.
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