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Motive Unknown launches new project and label management consultancy

By Chris Cooke | Published on Tuesday 13 October 2020

Digital marketing agency Motive Unknown has announced the launch of a new sister company called Positive Subversion, which will provide project and label management consultancy and services to artists, artist managers and record labels.

The new venture is a partnership between Motive Unknown and Siofra McComb, formerly Head Of International Sales And Marketing at !K7. Although it aims to work with artists and labels as well, the new business is in part launching in response to a trend in the artist management domain, where many management firms are now much more actively involved than in the past in the releases and marketing of their client’s recorded music.

Motive Unknown MD Darren Hemmings says: “Managers are taking on more and more, but often lack the hands-on resource to manage the minutiae of a release campaign. We have also seen that taking on permanent staff in this space doesn’t make good sense due to the cyclical nature of campaigns”.

That creates a need for a consultancy that management firms can rely on when necessary, he reckons, adding: “Positive Subversion seeks to fill that gap”.

McComb comments: “As the market evolves, managers and labels need modular solutions to make the most out of arising opportunities. Positive Subversion offers them maximum flexibility to build the teams they need, making it possible for them to stay agile in an industry that changes at breakneck speed. We want to help them maintain independence and keep control over their creative output”.

The new business launches with Run The Jewels and LA label Innovative Leisure as clients.