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Caroline International, the UMG distribbery also known for their independent label services, has partnered with French-born Because Music, one of the leading indie music groups in Europe, which will distribute directly to digital platforms across the world through their Merlin membership, effective 1/1.

The global multi-year agreement that goes into effect next year includes marketing, promotion and physical distribution (which excludes France until 2019), as well as the launch of Because’s first U.S. record label office in Los Angeles.

Caroline International’s teams, led by Michael Roe and Jim Chancellor, will also work with Because, which has been making waves in the U.K. over the last few years with Christine & the Queens and Major Lazer, to develop a forward-thinking independent label services system that utilizes data analysis, digital video-based marketing and promotion capabilities, streaming strategy, consumer engagement and more in the hopes of benefiting the next generation of entrepreneurs and artists.

The deal comes hot on the heels of Because buying the London Records catalogue from Warner Music, and replaces a similar agreement with ADA

“I have long admired Emmanuel’s sharp A&R instincts, his track record of breaking innovative artists and supporting music that moves culture," shared Sir Lucian Grainge, UMG Chairman and CEO. "I’m thrilled that Caroline International will be working closely with Emmanuel and his talented team at Because Music to build upon the success they’ve already achieved by developing new creative and commercial opportunities, as well as launching Because Music’s first U.S. label.”  

“This deal is a clear breakthrough; it opens a brand-new type of relationship between the indie community and the main major," Because founder and owner Emmanuel de Buretel said. "I call it a ‘variable geometry deal’ as it combines complete freedom, agility, technology and world marketing coverage while respecting the independence of the artists and labels. More importantly in this new digital world, this partnership enables us to own and control all of our data and our digital pipeline for the first time. I am delighted that Lucian and Mike agreed to combine our respective strengths and invest significant resources to build something very special together. I look forward to working hand in hand with Caroline teams to create new ways of developing and breaking new talents everywhere. It will make Because artists more independent and better placed to enter the new world of music consumption.” 

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