This union seems to be in line with the modus operandi of both groups; like Inertia, the London based company’s concerns are multifaceted. [PIAS] has its own label services, sales, distribution, and marketing arms, as well partnering with smaller independent labels throughout the world.
Inertia currently has distribution and services deals with many overseas labels such as 4AD, Fat Possum, Dead Ocean, XL Recordings and Secretly Canadian, while their own label has signed such artists as Sia, M83, and Robyn.
The deal is set up to be mutually beneficial, with Intertia continuing to be overseen by CEO Colin Daniels, and no announced staffing changes. While [PIAS] will acquire Inertia Music, similarly the roster of the [PIAS] Group will now be handled by Inertia. The sale does not, however, include several of the Inertia Group’s other businesses, such as Gaga Music, Handsome Tours, and Fairgrounds Festival.
“[PIAS] and Inertia share the same values and vision for our industry and that is why our new partnership is such an obvious and natural fit,” said co-founder and CEO of [PIAS], Kenny Gates. “The attention, the focus and the investment we both put into the artists and labels we represent is our raison d’etre. The combined offering of the [PIAS] network and Inertia’s expertise and experience will make a true difference for the independent community in Australia and New Zealand.”
“This partnership will plug Inertia Music’s existing operations into the world class services offered by [PIAS], strengthening our connection with the international stage for our incredible roster of local artists,” said Ashley Sellers, founder of Inertia Music.
