Slicethepie, which is built around the ‘wisdom of crowds’ philosophy, letting visitors decide if a new musician or group merits funding, has handed GolinHarris a consumer brief.
Users can buy ‘shares’ in a band, or contribute money to finance an artist’s first album, benefiting from any future commercial success. Investors are also granted access to bands and free copies of their records.
GolinHarris will bid to increase awareness of Slicethepie, which launched in June, and position it as a credible solution to the record industry’s problems, such as the impact of online sales and illegal downloads.
‘The traditional model of a record label taking 90 per cent of an artist’s profit is unworkable in this day and age,’ said GolinHarris associate director Charlie Coney, who leads the account. ‘The industry must adapt. Slicethepie is perfectly placed to lead this change.’
Coney reports to Slicethepie PR and marketing manager Sarah Dando and website chief executive
David Courtier-Dutton, who said the portal’s marcoms strategy involved PR and word of mouth.
The biggest success story since Slicethepie’s inception is Portsmouth-based band Gilkicker. Since being promoted on the website, the band has starred in Channel 4 show mobileAct unsigned and is now in talks with a major record label.
Gilkicker’s album was described by NME as containing ‘well-versed snappy three-minute pop gems’.