Richard Branson’s V2 Records has pacted with Push Records, to manufacture, market and promote select Push releases.
The joint venture deal creates a Push/V2 imprint that will kick off with the Blessid Union of Souls release “Walking off the Buzz.”
Push, the startup partly owned by recording artists Daryl Hall and John Oates that was formed after the duo ankled RCA Records, had previously operated as an indie label distributed by BMG.
Jettisoned last year by EMI Music Group as part of a companywide cost-cutting effort, Blessid Union has already nabbed radio airplay for its new song, “Hey Leonardo (She Likes Me for Me),” in its hometown of Cincinnati, as well as in Cleveland and Boston.
The group and Push execs approached V2 execs last week. A deal was struck based on growing interest in the album.
Under the terms of the joint venture, Push will be responsible for artist development and producing albums, while V2 will be charged with getting the discs into the marketplace.
Domestic distribution for Push/V2 will be handled through BMG, with plans for international releases to be funneled through V2.