Independent label Good Boy Records has unveiled the collaborative deal structure behind James Blake’s new album Trying Times.
Blake was first introduced to Good Boy Records through Indify, a platform designed to help independent artists discover and assemble teams across the music industry.
Good Boy then worked with Blake to create and execute the partner deals, which include Virgin Music Group handling distribution and global strategy, and Copenhagen-based music company Stellar Music working with the label on digital marketing strategy. All four parties – Blake, Good Boy, Stellar and Virgin – contributed funding to the album and will share revenues.
The deal structure introduces a revenue-sharing model that allows key partners to share in the outcome of an album release.
The model reflects the increasing trend for artists to assemble bespoke teams on releases, with partners contributing financing, marketing strategy and operational support in exchange for a share of the income.
“For decades, the only people participating in the success of a record on the master side were the labels, artists and sometimes producers,” said John Zamora, co-founder of Good Boy Records. “We built this structure to extend that philosophy to the partners actually building the campaign. When marketing and strategic collaborators are treated like true partners, not vendors, everyone is further aligned around the same goal: making the record win.”
This partnership reflects our commitment to supporting independent artists as they scale globally while maintaining control, transparency and creative integrity
Kiana Perry
“James is a true visionary, both creatively and in the way he navigates his career,” said Lasse Fabricius Persson, co-founder of Stellar Music. “It’s inspiring to work with an artist who continues to evolve with every project. Our role has simply been to help build the right environment around that vision.”
“Today, independence is the music industry,” said Shav Garg, CEO and co-founder of Indify. “There are over 10,000 independent labels and more than 100,000 legitimate independent artists shaping the future on their own terms. In this landscape, finding the right partner has never been more complex – or more critical. At Indify, we exist to bring clarity and trust to that ecosystem. We’re incredibly proud to have helped James Blake assemble his independent team. The album’s success speaks for itself – but what matters most is that James is supported, cared for, and genuinely happy.”
“We are so proud to partner with Good Boy and James Blake on his brilliant new album, Trying Times,” said Kiana Perry, vice president of marketing for Virgin Music Group. “It’s shaping up to be one of the most celebrated releases of the year, and we’re excited to help bring this music to audiences around the world. This partnership reflects our commitment to supporting independent artists as they scale globally while maintaining control, transparency and creative integrity.”
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