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PULSE, MASS APPEAL GET THEIR JV ON

L.A.-based publishing, management and music-services house PULSE Music Group has joined forces with NYC multimedia outfit Mass Appeal. The JV expands PULSE’s presence in the burgeoning urban-music world and adds a publishing piece to Mass Appeal’s music label, TV, film, commercial and digital content.

PULSE and Mass Appeal will collaborate to identify songwriters, producers and artists and promote them via their array of channels and relationships. They’ll also work together to generate original music for Mass Appeal’s media projects and brand partners. PULSE will provide the pub admin.

PULSE began in 2010 and built its foundation as an indie pubco; the West Coast house hooked up with Fuji Music Group in 2014 and has of late inked writers and artists like D.R.A.M., Starrah, El-P of Run the Jewels, Bloodshy, Gallant and more.

Mass Appeal, founded in 1996 as a graffiti zine, has partnered with artists like hip-hop legend Nas (with whom it launched Mass Appeal Records), Run the Jewels, J Dilla, Dave East, Mannie Fresh and DJ Shadow. The company has also created urban-themed content for CNN, TBS, Showtime, Comedy Central and other networks, while its creative agency counts Sprite, HBO and Red Bull among its clients.

"Our vision in founding PULSE was to align ourselves with artists and creative companies at the vanguard of culture," said Pulse founder/Co-CEO Josh Abraham. The company’s President and Head of Creative, Maria Egan, added: "We are so impressed by [Mass Appeal CEO] Peter Bittenbender and his vision and have the utmost respect for their impeccable taste. We look forward to complementing each other’s creative teams and providing a uniquely powerful service for our artists."

Added Bittenbender: "Publishing has been one of the few missing pieces for the evolving Mass Appeal brand. From the minute we met the team at PULSE, it was clear we had a shared vision for the future of the industry and the common passions of music and culture."

Abraham, Egan and PULSE's Scott Cutler each spit a verse to celebrate.

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