Universal Music Group’s Virgin Music Label & Artist Services (VLMAS) has struck a global partnership with Mushroom, Australia’s largest independent label group. VLMAS will provide global promotion, marketing and audience label services to Mushroom’s existing US and UK infrastructure. Selected releases from Mushroom’s artists will be issued through UMG’s major label network, when agreed by both parties.
“This global alliance between Mushroom and Virgin Music, marks the beginning of a new collaboration between two historically entrepreneurial companies that have both introduced countless superstar artists and helped shape and influence independent music for decades,” said Universal Music Group Chairman & CEO, Sir Lucian Grainge. “We’re thrilled to be working with Matt Gudinski, who is honoring his father’s great legacy by bringing Mushroom to new heights, and with Korda who has been a force in the UK creative community for decades.”
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