Believe UK and Mahogany form strategic global partnership
Covers global audience development and digital distribution services across the Mahogany brand
Ambitious growth plans include launch of bespoke distribution service Mahogany Songs and development of Mahogany’s video platforms
(Left to right: Ben Rimmer, Samantha Connaughton, Robyn Sumner, David Kittlety (all Believe), James Gaster (Mahogany), Mark Murdoch (Mahogany), Alex Kennedy (Believe), Alice McLearn (Believe))
The UK office of Believe, one of the world’s leading digital music companies, has formed a long-term label solutions partnership with Mahogany, the global multi-platform music brand behind the popular Mahogany Sessions YouTube channel.
Supporting Mahogany’s ambitious growth plans for the coming year, Believe will handle global digital distribution for Mahogany’s label, Mahogany Records, as well as its video platforms, Mahogany Sessions, COVERS and Lagoon.
Mahogany will also work closely with Believe’s audience development team to develop the global reach of its imprints across established and developing markets, and to expand their content into new territories, genres and audio-visual formats. Believe’s audience development specialists span 50 countries, bringing expertise in channel management, editorial and marketing partnerships with DSPS, and more.
Upcoming plans include the public launch of Mahogany Songs, Mahogany’s own bespoke digital distribution service, expected in the next couple of months. Working with Believe, Songs will provide digital distribution for the rapidly-expanding global community of unsigned artists, through partnerships with Spotify, Apple Music, YouTube Music, Amazon Music and more. Songs previously ran a successful beta test in 2021.
Launched in 2010, the Mahogany Sessions YouTube channel is renowned for stripped back, intimate live performances from emerging artists, heralded as a launchpad for stars such as Billie Eilish, George Ezra, Flume, Michael Kiwanuka, Rag’n’Bone Man, Leon Bridges, Birdy and many others. Performances in 2023 included Ed Sheeran, Jacob Collier, Florence Pugh, Barry Can’t Swim and Mahalia. Mahogany Sessions and its sister channel COVERS, which launched in 2018, now have over one million online followers combined.
Building on the success of Mahogany’s video platform, Mahogany Recordings was born in 2017 and represents a diverse roster of up-and-coming artists such as KAWALA, Model Man, Toby Johnson and RoRo.
The signing marks the continued strengthening of Believe UK’s label roster, with recent signings including legendary dance labels Hospital Records and Rinse.
Ben Rimmer , Regional Director, Believe UK & Northern Europe, said: “Mahogany is a truly independent and forward-thinking music company. James and Mark have built a huge audience for their brands and bands and to be in long term partnership with such an artist-friendly, ambitious, and entrepreneurial duo is exactly where we want to be.”
James Gaster, Managing Director of Mahogany, said: “We are hugely excited to be working with the incredible team at Believe. Thanks to their international reach, infrastructure and market-leading tech this partnership allows us to level-up our ambitions as we expand our offering to unsigned and emerging artists on a global scale, and we look forward to spotlighting some of the world’s most exciting new talents through distribution and content collaborations.”
Mark Murdoch, Mahogany’s Founder and CEO, added: “Partnering with Believe marks a pivotal phase of growth and development for Mahogany, as we advance our operations to serve independent artists globally.”
Alice McLean, Head of Video and Audience Development at Believe, said: “We are delighted to partner with Mahogany, who are renowned for their exceptional content and for championing artists, and we’re so excited to be supporting their continued international growth.”
About Believe UK
Believe UK is part of Believe, one of the world’s leading digital music companies. Believe’s mission is to develop independent artists and labels in the digital world by providing them the services they need to grow their audience at each stage of their career and development. Believe’s passionate team of digital music experts around the world leverages the Group’s global technology platform to empower artists and labels, distribute and promote their music.
Globally, Believe has 1,720 employees in more than 50 countries, including 45 staff in the UK. They aim to support independent artists and labels with a unique digital expertise, respect, fairness and transparency. Believe offers its various solutions through a portfolio of brands including Believe, TuneCore, Nuclear Blast, Naïve, Groove Attack, AllPoints, Ishtar and Byond. Believe is listed on compartment A of the regulated market of Euronext Paris (Ticker: BLV, ISIN: FR0014003FE9).
About Mahogany
Since 2010, MAHOGANY have been a leading light in the discovery, promotion and support of some of the world's most celebrated new music talent. Their flagship channel Mahogany Sessions is watched by millions across the world, enjoyed for its unique intimacy and cinematic artistry. Their channels feature exclusive performances from artists including Billie Eilish, Hozier, Michael Kiwanuka, Ed Sheeran, George Ezra, Bastille, Mahalia, Leon Bridges, Rag'nBone Man, Jacob Collier, Jessie Reyez, Cat Burns and many many more besides.
Alongside their own formats and audiences, Mahogany also deliver global partnerships with charities and brands, who look to the teams’ music strategies encompassing curation, content, licensing and events. Their award-winning work for the likes of LVMH, Spotify, BMW, British Red Cross and more offers even more opportunities for them to promote and support the music community.