BUZZ NEWS

Retailers Turn Talent Agents at General Pants

Posted on February 2, 2010
Angela Natividad

Here’s a promotional tactic that solves a big gaping problem in the music industry: Australian apparel label General Pants is launching a record label, Major Label, which will appear on the website after March 1.

(Diggin’ the pun? Yeah, it’s cute.)

Not only will Major Label grant artists copyright ownership, full creative control and 100% royalties from digital retail sales, it shall empower them with contract-free single-releases. Look at this as a way to get your inner indie-rock singer discovered.

Speaking of, here’s how: All 700 retail staff will be converted into talent scouts, which (I guess?) means any General Pants retailer whose face you sing wantonly into has the potential to give you the keys to your pipe dream. It’ll be them uploading tracks onto the site, and them with the unhappy task of serving as street teams and publicists. You will know them by their trendy outfits and tired scowls.

With help from Peer Group Media, which will manage creative, PR and artist relationships, Major Label will release three singles a month following its March 1 launch. Each will be livestreamed on the site and available via select online retailers.

If you’re wondering how this ties back into General Pants’ brand equity, Brand Manager Jethro Lyons puts it thus: "The program engages our staff and customers and puts General Pants Co. on the dance floor of the Australian music scene, which is an exciting place to be right now."

Makes sense. What clothing label doesn’t want to be wrapped around the next John Mayer or Lady Gaga?