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Digital marketing agency Motive Unknown is spinning off a new company called Positive Subversion, which it describes as a “project and label management consultancy for independently-minded artists, managers and record labels”.

It’s a partnership with former !K7 exec Siofra McComb, and has already signed up Run The Jewels (already a Motive Unknown client) and label Innovative Leisure as its first clients.

“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,” said Motive Unknown boss Darren Hemmings.

Hence the consultancy approach. “We want to help them maintain independence and keep control over their creative output,” added McComb.

Music Ally’s next Learn Live webinar will help you understand what’s required for artists to thrive in new international markets!

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Stuart Dredge

Music Ally's Head of Insight

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