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Atom Factory announces Capitol alliance

By | Published on Friday 23 August 2013

Atom Factory Entertainment

Atom Factory Entertainment, the management company of Lady Gaga manager Troy Carter, has announced an alliance with Universal’s Capitol Music Group in the US which will see the two companies operate a joint venture label to launch two new Carter-managed American indie bands, Basic Vacation and The Ceremonies.

Under the new partnership, Atom Factory will lead on the digital-focused marketing strategy for launching the two acts, but Capitol will support in other areas, including more conventional radio and TV promotions.

Commenting on his joint venture with Capitol, Carter told Billboard: “We’ll use the radio team at Capitol, and they’ll marry that to our marketing team at Atom Factory. For us, this was a choice about where to invest our financial resources. Do we put our personal resources to investing in technology, or do we invest our personal resources into a music label? I think it made more sense to do it this way because now both of us can do what we do best”.

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