Brands will fund the recording, production, marketing, promotion and the release of an album -- all without the need for a record label. The music can then be distributed in any way possible, at any price, even given away free or offered as part of any number of deals.
Under the plan, artists will retain copyrights to any new material while being paid a fee for allowing their intellectual property to be used for promotion. The brand could then use artist's image and new music in advertising, sponsor a tour or even look into alternative means of distributing an act's album, a la The Mail on Sunday's recent Prince and Travis album giveaways in the UK.
Harvest, headed by Ric Salmon, a former A&R executive at Warner Music, has nabbed some impressive senior executive talent, including former chairman and CEO, Warner Music International, Paul Rene-Albertini, UK Music VC Edge Group founder David Glick and Naked Communications' Matt Jagger, who headed Naked Ventures.