Artemis JSM will offer artists on the Artemis roster more opportunities to leverage JSM's commercial and broadcast television relationships as marketing channels for their original music. In return, JSM's consumer recorded music efforts get the distribution might of Artemis. Terms of the deal were undisclosed.
"I've never considered commercial music production as the be-all, end-all even though it's a very good business and continues to be," said Simon, whose list of non-advertising credits include the music for ABC sitcom "Hope and Faith" in addition to his core business, which has serviced clients like Chevrolet and McDonalds. "Our outside projects have been sporadic so I really wanted to centralize it in order to do it effectively without letting go of our core business."
%%PULLQUOTE_LEFT%% "As an indie label without the vast infrastructure of a major label, we've been trying to figure out how to get a better positioning for our artists," said Goldberg. "In the last few years, I've seen other artists and labels benefit dramatically like in the case of the Sting/Jaguar commercial. It protected artistic integrity while also generating explosive growth because of the exposure." Artemis' roster ranges from upstarts like Jesse Malin to established acts like The Pretenders.
As an example of how the partnership will work, Artemis artist Jeffrey Gaines sings on a version of "Magic Carpet Ride", featured in the Chevrolet "An American Revolution" campaign, airing this spring. Artemis JSM will be releasing both "Magic Carpet Ride" and "To Be Free" as singles.
Simon and Goldberg's relationship was forged by Lou Mazzucchelli, a technology entrepreneur with Wall Street and venture capital experience. Mazzucchelli, will be the point man for the joint venture, overseeing it on a day-to-day basis, acting as a conduit between Artemis and JSM. Record industry veteran attorney David Fritz will help Goldberg and Simon chart the strategic vision of the new company.
"[The Artemis guys] were thinking about the same thing but because we're so ingrained in our respective day-to-day, it was one of those frustrating situations where you know you've got something," said Simon, explaining why he went the JV route. "It's not really reinventing the wheel; it's making the wheel go."