Create Music Group has agreed a strategic catalogue acquisition and joint venture with Pack Records.
The platform for independent music has announced its partnership with the US independent record label, publisher and artist partnership company co-founded by Sky McElroy, Jett Wells and Gavin Chops.
The deals build upon Create Music Group and Pack Records’ previously established publishing joint venture.
Established in 2020, Pack has developed an artist roster and catalogue spanning alternative indie, hip-hop, pop, punk and electronic/dance music. The company has worked with artists, producers, songwriters, and their teams including Aldn, Connie, Blood Cultures, Daine, Dava, Godly the Ruler, Internet Girl, Kurtis Wells, Lauren Sanderson, Maya Randle, OTR and Simona.
Pack’s international roster has been featured across global flagship playlists and marketing programmes from DSPs and radio such as Spotify Radar, Equal and Glow; Apple Music’s Up Next; Amazon’s Breakthrough; YouTube’s Foundry; and BBC Introducing. The repertoire has also been used in prominent global campaigns for brands like Adidas, Netflix, Sonos, Victoria’s Secret, Major League Soccer, Lipton Ice Tea, Hulu, Paramount+, Renault, FC Barcelona, and Puma and others.
“The deal gives Pack and its artists access to CMG’s proprietary technology, global distribution, data-driven marketing insights, and monetisation tools, providing new growth opportunities while preserving their creative independence,” said a statement.
"Pack Records is a perfect addition to our growing family of independent labels, and we’re excited to provide them with the tools, infrastructure, and global reach to take their vision to the next level," said Jonathan Strauss, co-Founder and CEO of Create Music Group. "Our focus remains on developing audiences for our labels and supporting music entrepreneurs who are shaping the future of the industry."
Pack Records is a perfect addition to our growing family of independent labels
Jonathan Strauss
Sky McElroy, co-founder and CEO of Pack, said: "This partnership has been what feels like a long time in the making. Joining the CMG network fully across both records and publishing opens up new opportunities for our artists, their teams, and the whole Pack. Create’s resources and expertise allow us the opportunity and freedom to continue investing into helping our artists do what they, and we, love most: Make what they love, find the communities and real fans that love them no matter where they are, and, ultimately, build real, sustainable careers doing what they love most.
“We appreciate Jonathan, [co-founder and COO] Alex Williams, Eric, Kyle Bartelman, and the whole CMG family for their commitment to empowering independent artists and labels like Pack.”
"Sky’s leadership and blend of creative and business instincts have helped build a label with a distinctive identity and sound, by discovering and developing exceptional artists who are tastemakers in their own subcultures," added Eric Nguyen, senior vice president, global corporate development and M&A at Create Music Group. "Paired with Jett’s experience and knowledge in label management and artist services and Gavin’s taste and perspective as an artist himself, Pack has a solid foundation for growth. With CMG’s network and infrastructure behind them, Pack are positioned to reach even greater heights."
“Create not only gives Pack a new jolt of energy to expand its record roster but also gives us the unique opportunity to further develop our publishing roster of exciting producers and writers,” said co-founder and COO Jett Wells. “Thanks to Create, Pack can grow both arms at an exciting rate.”
PHOTO: Pack co-founders Jett Wells and Sky McElroy (Photo by Marcus Maddox)
FOLLOW 
