FUGA signs a partnership with American independent label Polyvinyl Records

Downtown Music Fundowner-owned B2B distributor FUGA has formed a partnership with another American independent label, expanding its offering of distribution and marketing services.

The last partnership is with an independent label Polyvinyl recordswhose roster includes artists like Alvvays, from Montreal, American Football, Laura Jane Grace, Julia Jacklin and STRFKR.

Founded in 1994 by co-owners Matt Lunsford and Darcie Lunsford, Champaign, Illinois-based Polyvinyl began as a fanzine called Polyvinyl Press. It was set up to cover the DIY music scene across Illinois and the greater American Midwest.

Polyvinyl Records was then officially launched in 1996 and claims to use a 50/50 profit-sharing model with its artists.

The label has a catalog of over 400 releases and 100 artists, including albums by artists such as Jeff Rosenstock, Momma, Deerhoof, Jay Som, Japandroids, White Reaper and Kero Kero Bonito.

“Polyvinyl’s dedication to independent artists and their creative freedom aligns perfectly with FUGA’s mission to empower independent labels.”

Allie Barbara, FUGA

FUGA’s Senior Director of Business Development for the Americas, Allie Barbara, said, “Polyvinyl’s dedication to independent artists and their creative freedom aligns perfectly with FUGA’s mission to empower independent labels.

“We are truly thrilled to work with such an outstanding and forward-thinking company that champions the independent sector and to provide them with the breadth of services that FUGA provides.”

Through this new partnership, Polyvinyl will utilize FUGA’s suite of distribution and marketing services, including access to a trending and analytics platform, DSP marketing, API access and account management in their releases, FUGA said in a Wednesday, Dec. 14 release.

Polyvinyl will also team up with Downtown Neighboring Rights, another division of Downtown Music Holdings.

Matt Lunsford, President and Co-Founder of Polyvinyl Record, said the partnership with FUGA “represents Polyvinyl’s continued commitment to our artist-first ethos.”

Lunsford added, “We are proud to provide our artists with a completely independent path to digital distribution and marketing through our partnerships with FUGA and Merlin: who both share our passion for empowering independent music.

FUGA notes that the latest alliance is one among many partnerships hit by the company this year only in the United States. He launched new global partnerships with punk rock label, Dischord Records and Evan Bogart’s Seeker Music earlier this year.

The company also continued to expand its leadership team with the appointment of Sarah Landy as SVP Americas, Ryan Stockwell as Senior Director of Marketing Services – Americas, and Zach Koche as Director of Business Development, all based at FUGA’s Los Angeles office.

Most recently, FUGA appointed Matt D’Amico as Head of Marketing Strategy – Catalog. He will be based in FUGA’s Los Angeles office.

D’Amico joins FUGA from Universal Music Group‘s Catalog Division, where he was Vice President of Global Product Development, A&R and Marketing.

In his new role, D’Amico will oversee the strategic and creative development of the catalog owned by FUGA’s vast customer base.

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