MTS Music Label

History

2023: Creating a label

On January 9, 2023, MTS announced the launch of its own music label. He will distribute tracks to all music streaming platforms, as well as provide marketing support, promo and PR services. In addition, the artists of the MTS label will be able to "fill the content with concert venues managed by MTS Live."

As MTS said Kommersant , within the framework of the label, artists and their managers will be offered work on two models:

MTS launches its own music label

• Premium (full support for rights management and monetization, as well as marketing, advances, working with catalogs and creating new works);
• DIY (do it yourself - a format in which the artist or his manager is engaged in promotion mainly independently). As part of this model, MTS will provide aggregator services for downloading tracks to streaming for subsequent monetization. Loading will take place through partners providing software.

The division responsible for the development of the MTS music label was headed by Nadezhda Boychevski, the former general director of the Russian division of the American distributor ONErpm Eastern. She was also the executive producer of Respect Production (Casta, Max Korzh and others) and worked for Universal Music Russia. Investments in the project in MTS are not disclosed.

According to Sergey Babich, Director of the Colisium International Music Industry Forum, thanks to international relations and the presence of offices abroad, MTS will be able to provide artists with more opportunities for monetization.

But the music market is quite conservative, personal connections play a big role, says a newspaper source in the music streaming segment.

Therefore, MTS will have to earn a reputation and trust of the audience, but taking into account the fact that the segment is greatly redistributed, new artists appear who have not been very involved in promotion before, the company will be able to take a significant share, subject to the offer of demanded services and reasonable advance payments, - said the source.[1]

Notes