General Pants Co. launches ‘singles only’ record label for unknown artists
General Pants Co. is launching a record label, signing unknown Australian music acts to release a single under the retailer’s new label, Major Label.
The ‘singles only’ record label will see 700 General Pants Co. staff act as talent scouts, street teams and publicists for the label and its artists. The staff will recruit the music acts in-store and in social situations such as local gigs.
The staff will submit the artists to the Major Label music blog housed on the General Pants Co. website.
Each month three acts will be chosen and their single will be made available for free streaming on the General Pants Co. website and available to purchase through itunes, Nokia, Emusic and Amazon at a cost of $1.68.
The initiative, launching March 1, has been devised by Peer Group Media. The brand entertainment agency will be responsible for managing the overall campaign, creative, PR and artist liaison.
Jethro Lyons, General Pants Co. brand manager, said: “Major Label is about discovering up and coming hot new Australian acts and throwing them a lifeline. The program engages our staff and customers and puts General Pants Co. on the dance floor of the Australian music scene.”
The artists will maintain ownership of copyright, full creative control and receive 100 per cent of the royalty income through the sales of music through digital retail stores.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large. He returned to Mumbrella as Publisher in January 2025
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I like what General Pants is doing. It’s integrated, social media centric and just down right speak to their market with the perfect marriage of music + fashion. There is alot of space for creative ventures in the near future with this approach, certainly taking branding to a new level in AUS.
On the other hand, Peer Group Media is sounding like they’re having a full-packed year. They are getting their hands dirty in everything. The name is popping up everywhere like daisies. – Kudos
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Isnt this just Levity reworked? didn’t do much for Levis, doubt it will do much for GP.
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nice idea. let’s see if it sells pants, or breaks any bands … or both. (or sells pants to bands)
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Sounds good in theory, let’s see how it goes.
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They’ve just made General Pants a very cool place to work.
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What if an employee finds the next Arctic Monkeys or Powderfinger. Is it just kudos or do they get a finders fee? Sounds only fair to me.
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I like this approach because from the outset, it includes employees in a meaningful way. Often I find social media initiatives driven out of a need to push a marketing message and staff are an after though.
Now, down to the devilish details …
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