Photo Credit: Genius
Genius is teaming up with Too Lost to leverage the music tech company’s distribution and administrative processes. The team up will allow the Genius Distro team to focus on talent identification, marketing, and artist advocacy while Too Lost’s tech stack handles the complexities of music distribution effortlessly thanks to its user-friendly backend system.
The following was created in collaboration with Too Lost, a proud partner of Digital Music News.
With the partnership underway, Genius plans to integrate its editorial content, including platforms like OpenMic and Verified with Too Lost’s distribution services. Genius says the integration will create a unique value proposition for artists, helping them tell their stories more effectively. The distro will also utilize Genius social platforms and its website to amplify artists’ voices, continuing the tradition of early support for emerging talent.
“Genius Distro is a small but ambitious team,” Kayvan Daragheh, Director of Music Distribution at Medialab tells Digital Music News. “Having access to Too Lost’s distribution technology is an amazing benefit for us, as it allows us to focus on some of the more challenging parts of the release process. Things like identifying the right talent, marketing, using our Genius platform to help tell artist stories and being advocates for our artists, pitching them from placements across DSPs and the digital space.”
“With all of that, Too Lost’s tech stack allows us to easily handle the administrative sides of music distribution. Their backend is one of the most user-friendly experiences we’ve had and it’s made growing the distribution side of our business seamless.”
The collaboration will also explore artist advance opportunities for select artists, with Genius and Too Lost working together to build these opportunities. Each potential advance case will be evaluated on a case-by-case basis, but the key focus is on making investments to grow the shared catalog while treating independent artists as equitable partners in their growth.
The Genius Distro approach to distribution and promotion is highly personalized to the artists’ needs. The team works closely with Too Lost to pitch releases to DSPs, independent curators, and traditional press partners. Their goal is to create engaged fan bases rather than passive listeners, since engaged fans are more likely to follow an artists’ body of work as it evolves.
Genius boasts over 12 million YouTube subscribers and more than 15 million followers across its social media channels. It has cultivated relationships with industry tastem akers, positioning its clients for optimal exposure to new audiences who are hungry for a new sound. Meanwhile, Too Lost distributes to over 450 outlets directly, without intermediaries, which will help Genius land better deals with digital service providers (DSPs).
Content shared from www.digitalmusicnews.com.