NEW YORK (MVine) - MVine, the new independent label, has taken the A&R guesswork out of signing new acts. Instead of leaving the choice of artist to the taste of one all-powerful individual, MVine puts the job into the hands of the people who really know best – music fans. Their opinions have just resulted in three new signings to the label.
MVine launched a virtual venue (at www.MVine.com) in September 05 and within a month had already attracted over 100 unsigned artists to the site. Artists may submit three songs for rating & commenting on by the on-line audience. MVine takes full account of listeners' reactions and acts accordingly.
Calum MacColl, MVine's artistic director explains the 'genre-free' decision: 'Everyone whose taste I have ever admired has a very eclectic mix in their music collections. MVine is the same – the only 'genre' we're after are classy artists with a real depth to their music. We trust our audience to spot them first.'
By December, and still only beta testing, the audience was getting particularly excited about three very different artists:
The Slides – a gutsy, raw guitar band from North London
Broadcaster – an extraordinary blend of techno beats & 1950s reportage
Eliza Wren Payne – an American singer captivating audiences with her sweeping voice and striking stage presence.
MVine has now signed all three artists for mini album and development deals; expect the first CDs in January.
MVine works because music lovers have the excitement of discovering new acts first and the kudos of influencing the label's decision on which artists to sign. New artists benefit by getting their music heard by a whole new on-line community and may progress from the Unsigned Stage through to becoming an MVine Featured Artist and eventually perhaps sign to the MVine label.
MacColl (brother of the late Kirsty MacColl) goes on: 'We engender loyalty amongst our users because we listen to what they say and actually act upon it. The virtual venue is web based, but communication is the key. We take real note of the ratings and comments left on the website by our users. We've also spent a lot of time over the past few months talking to artists and audience members on the phone, listening to what they say about the website and the ethos of what we're doing. We get out to see live gigs, sponsor unsigned nights and generally find out what's going on. Combine this with the social networking and word of mouth campaigns that we're conducting on the net and our system for finding and selling new music starts to become very powerful.'
The MVine label launched ahead of the website in March 05, signing two already established artists: Boo Hewerdine (charismatic front-man of iconic 80s band The Bible) and Christie Hennessy (the 60 year old five double platinum selling Irish singer songwriter). Hennessy's album 'Stories for Sale' went on limited Irish release in September 05 to immediate acclaim, while the January 06 release of Hewerdine's album, Harmonograph, is eagerly anticipated by his many fans.
Whilst the label is obviously looking for commercial success for its signed artists, it places great importance in supporting the efforts of currently unsigned acts at the virtual venue. Joining is FREE and every song on the site can be downloaded for 79p each, with profits split 50/50 between MVine and the artist. Audience feedback on their songs is made available to the artists as part of the free service and members are strongly encouraged to network and spread band news.
MVine has had support from AIM (The Association for Independent Music), and is a member of MCPS/PRS and the BPI. A deal for 'bricks and mortar' distribution has been agreed with Vital, with on-line sales being handled directly from Mvine.
For more information, interviews and press packs, please contact
Kerry Harvey-Piper on (m) 07976 272139, (e) [email protected]
Website: www.mvine.com
