The new "Standard Recording Deals" introduced by 1:55 AM represent a shift from traditional contracts, focusing on offering artists tailored support for specific projects without fully integrating them into the label at 100% professional level.
Tuyitakire Joshua, the Head of Communications at 1:55 AM, shared insights with InyaRwanda about this strategic move aimed at expanding operations and attracting more artists, especially those seeking assistance for short-term creative ventures or specialized projects.
He stated: "Previously, we operated with 360 Degree Contracts, where the label managed every aspect of an artist’s career. However, we’ve now adopted the Standard Recording Deal—an approach widely used by leading labels globally. This allows artists to approach us with a specific project, such as producing, releasing, and marketing an album. We then engage in discussions, assess their needs, and provide the necessary support."
Joshua explained that under this agreement, the label might fund song purchases, recording sessions with chosen producers, music video creation, and promotional campaigns. All support is provided while the project agreement is active, and the album remains under the management of 1:55 AM.
The label will generate revenue from these collaborations through profits from artist performances and other initiatives tied to the project.
Highlighting the collaborative nature of these deals, Joshua noted that every project depends on thorough discussions between both parties and specific agreements on the type of content the artist can or cannot produce.
He added: "Even with this flexible setup, we encourage artists to read and fully understand the contracts before signing. So far, at least five artists have initiated discussions with us under this new arrangement. The next step involves finalizing and signing the agreements."
Joshua believes these innovative contracts will create opportunities for artists to launch professional projects and expand their presence in international markets.
1. Standard Recording Deal
Main Idea: The label supports the artist in completing specific projects while maintaining their creative independence beyond the agreed-upon work.
What the Label Does: Provides funding for song purchases, studio sessions, music video production, and promotional activities to launch the song or album.
What the Artist Retains: Maintains rights to other creative outputs outside of the assisted project and retains independence over unrelated projects.
Label Rights: Holds control over the supported works until project terms are fulfilled (covering invested funds plus agreed-upon profits).
Profit Structure: Profits stem from revenue generated by projects aided by the label (songs, albums, and performances). Ownership of rights reverts to the artist after the agreement ends.
2. 360 Degrees Deal
Overview: This traditional approach, previously used by 1:55 AM, encompassed full management of an artist’s creative and professional endeavors during the contract duration.
Main Idea: The label assumes full responsibility for the artist’s career, managing all creative and professional aspects while retaining rights to the artistic outputs.
What the Label Does: Manages everything from promotions and recordings to live performances and career advancement, including financial support for all projects.
Label Rights: Significant revenue control over artistic outputs, endorsements, and projects undertaken during the contract period.
What the Artist Keeps: Typically receives either a salary or minimal profit share from revenue generated. Artists have limited independence for external endeavors outside the label’s purview.
Simplified Explanation: The Standard Recording Deal serves as a collaboration for a single project, while the 360 Degrees Deal involves comprehensive partnership encompassing the artist's entire career.
Tuyitakire Joshua revealed that five artists have already begun pursuing collaborations through the Standard Recording Deal framework.
Currently, 1:55 AM represents artist Bruce Melodie, who recently launched his album "Colorful Generations."
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