British physical music distributor Proper Distribution has struck a new partnership with US-based Firebird Music Holdings.
The agreement will see Proper offer its services to Firebird’s network of labels, artist management companies and other creative businesses.
Proper Distribution’s services include real-time performance analytics, expedited royalty payments, distribution across digital and physical formats, and promotional support.
The company is a division of Proper Group AG, formerly Utopia Music.
As part of the deal with Firebird, Proper will facilitate physical media distribution for both Firebird’s newly released and catalog music across the UK, Ireland and Europe. In Europe, distribution will be handled through Proper’s partner Bertus.
“Our agreement will open new doors for Firebird’s diverse repertoire of partners and artists, with Proper providing essential boots on the ground and helping maximize international reach and sales relationships.”
Drew Hill, Proper Distribution
The partnership will allow Firebird’s partners to benefit from Proper’s facilities, local market expertise, and specialized marketing and sales teams. It also aims to streamline the process for self-releasing artists under Firebird to distribute their music in physical formats like CDs and vinyl.
Firebird’s partners, which include Red Light Management, Mick Management, Transgressive and Defected, will gain access to Proper’s infrastructure and expertise.
The first release under the new partnership is Guns N’ Roses guitarist Slash’s album Orgy of the Damned. Released by Gibson Records on May 17, the album debuted at number 4 on the UK Albums Chart, with a significant 89% of sales coming from physical copies, according to data from OCC.
Other releases scheduled for 2024 under the Proper-Firebird partnership include works from Chase Rice, The WAEVE, Moonchild Sanelly, Whiskey Myers, Danielle Bradbery and Rainbow Kitten Surprise.
“We’re excited to be working with Proper, and their partners in Europe at Bertus, as we continue to grow our physical business in the UK & EU, adding to the expansion of our global distribution network comprised of best-in-class partners across consumption formats and territories.”
Kenny Weagly, Firebird Music Holdings
“We’re delighted to work with a forward thinking company like Firebird whose unique model offers hugely exciting opportunities for physical music. Our agreement will open new doors for Firebird’s diverse repertoire of partners and artists, with Proper providing essential boots on the ground and helping maximize international reach and sales relationships,” said Drew Hill, CEO at Proper Distribution.
Kenny Weagly, VP and Head of Artist & Label Services at Firebird, added: “We’re excited to be working with Proper, and their partners in Europe at Bertus, as we continue to grow our physical business in the UK & EU, adding to the expansion of our global distribution network comprised of best-in-class partners across consumption formats and territories.”
Firebird provides guidance and brand development services to over 1,000 artists worldwide. Its services include traditional artist management such as touring and recording, marketing and consumer product development, and expertise in emerging digital platforms like gaming and AI.
Proper Distribution’s new partnership comes about two months after Proper Group said it was aiming for a “fresh start” following its rebrand. It also follows Proper’s announcement that it is seeking to raise €6 million (approximately $6.5 million) through “several streams” and from its shareholders.
Music Business Worldwide
