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.


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