New U.K. Venture Matches Up Indies, Brands November 13, 2009
- Global
| Indies
By Andre Paine, London
U.K. indies Wichita, Moshi Moshi Records and Bella Union and French indie Because Music have all signed up to IMU, a new London-based venture that will help the independent sector to license content to brands and agencies for marketing campaigns.
IMU was set up in collaboration with Wichita, Moshi Moshi, Bella Union and Because Music; they do not have equity stakes in the company. The four labels' rosters include acts such as Bloc Party, Simian Mobile Disco, Fleet Foxes, Justice and Florence and the Machine.
IMU says it can make the licensing process easier, faster and more cost-efficient for brands and agencies, and help independent labels benefit from credible brand partnerships. IMU has framewok agreements in place to enable access to a range of content from participating labels.
"We're open to all genuinely independent labels and have recently opened up conversations with management companies too," GM Ruth Clarke tells Billboard.biz.
According to a statement on its Web site, IMU was set up "to meet the demands of today's fast-changing marketing world" covering online marketing and via social networks.
The site allows users to browse artists or request assistance from IMU staff in finding the right music.
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