According to Billboard, Disruptor will not only be a management firm, but will also introduce a new label: Disruptor Records. The imprint will concentrate on the long-term development of artists through artist-to-fan communication, something Alpert has definitely mastered. The goal is to have artists signed to an all-encompassing deal where they would be managed by Alpert and all their music would be released through Sony.
Over and over again throughout the rise of electronic music into mainstream, we have seen acts like The Chainsmokers capitalize on direct artist-to-fan channels which, in the past, were either nonexistent or never used to their full potential. Disruptor has the ability to revolutionize the way music business is approached by coupling these channels with a major label. Perhaps most importantly, this joint venture will create an avenue for artists to reach millennials, a demographic targeted by many major corporations, in a more effective manner. Disruptor is poised to, well, disrupt the way most of the music business currently approaches management and label operations.
Adam Alpert and Sony Music Entertainment CEO, Doug Morris, spoke with Billboard on the project:
“Being a disruptor is about shaking things up, and with this new venture we plan to offer artists a different kind of music company, one that offers a full suite of services and develops artists using a more millennial-focused approach,” Alpert says.
“Adam Alpert is an exciting young entrepreneur with a strong vision for creating success through fresh approaches to artist development–that includes building fan bases in nightclubs, online and through direct connections with fans,” Morris said in a statement. “We are delighted to welcome him to the Sony Music family.”
The Chainsmokers are not a part of the deal, and the firm has not yet signed any artists, although they are in the midst of building relationships with a handful of acts.