Mahogany, the multi-channel music brand behind the popular Mahogany Sessions YouTube channel, has launched a DIY distribution service for artists.
Dubbed Mahogany Songs, the service will provide digital distribution and bespoke artist services “with an emphasis on human curation and communication,” the company said in a statement issued on Thursday (May 23).
Selected Mahogany Songs artists will get access to tools, funding and promotional help across the Mahogany network, which will include access to Mahogany Sessions, the video channel with nearly 930,000 subscribers on YouTube, and which helped launch the careers of such artists as Billie Eilish, Hozier, Michael Kiwanuka and Leon Bridges.
To help oversee release strategy for Mahogany Songs, as well as for label Mahogany Records and the Mahogany Sessions channel, the company has hired Dom Wallace, formerly Senior Editor at Spotify, to the role of Label & Marketing Manager.
At Spotify, Wallace helped launch playlist brands “Our Generation” and “Fresh Finds UK & IE.” Prior to his time at Spotify, Wallace worked at Deezer and the BBC.
“I’m delighted to join the iconic Mahogany brand at such an exciting moment. Mahogany has such a rich history of helping artists tell their story and have been an industry leader in this field over the past 10 to 15 years,” Wallace said in a statement.
He added that the launch of Mahogany Songs is “a huge moment for independent artists.”
The unveiling of Mahogany Songs coincides with the announcement of its first project, an EP from singer-songwriter Áine Deane, who amassed a notable following on TikTok during the pandemic and has now clocked nearly 10 million streams on DSPs.
Deane’s upcoming EP, tales of a twenty something, will be released through Mahogany Songs later in 2024.
“I’ve grown up watching Mahogany Sessions from some of my favorite artists, like Ed Sheeran and Hozier, and I’m excited to work with Mark, James and Dom on this project,” Deane said in a statement, referring to Mahogany Founder and CEO Mark Murdoch, Managing Director James Gaster, and Dom Wallace.
“I’m delighted to join the iconic Mahogany brand at such an exciting moment. Mahogany has such a rich history of helping artists tell their story and have been an industry leader in this field over the past 10 to 15 years.”
Dom Wallace, Mahogany
Wallace described Deane as “an artist I’ve admired from afar for a long time. Áine encapsulates the modern independent artist, combining her incredible talent with a passion to be the master of her own career. We can’t wait for the world to hear what she has got lined up next.”
“As an independent music company and record label since 2009, our collective experience working directly with unsigned artists has completely shaped this service,” Murdoch said. “Mahogany Songs offers a best-in-class service for talent around the world and will empower them to take the next steps in their careers.”
Gaster added: “For 15 years we’ve been focused on helping the most exciting artists find new audiences all over the world. Mahogany Songs is the next step in our journey, having been built as a direct response to the expressed needs of artists in 2024.
“After two years of setup and testing we couldn’t be more excited to be launching the service publicly today. With Dom on board and the incredible team that sits around Mahogany, we’re so pleased to be able to deliver meaningful value to the artists and partners we’re fortunate enough to work with.”
Artists can apply to join Mahogany Songs on its website here.
The launch of the distribution service comes several months after Mahogany formed a long-term “label solutions partnership” with France-headquartered music company Believe.
The partnership was designed to be a springboard for Mahogany Songs. Believe – which owns DIY distribution platform TuneCore – now handles global distribution for Mahogany’s channels and Mahogany Records.
The Mahogany Sessions YouTube channel launched in 2010, and has built a subscriber base of nearly 930,000 with its stripped-down live performances.
“Mahogany Songs offers a best-in-class service for talent around the world and will empower them to take the next steps in their careers.”
Mark Murdoch, Mahogany
Over the years, it has featured performances from Ed Sheeran, George Ezra, Bastille, Florence Pugh, Mahalia, Rag’nBone Man, Jacob Collier, Jessie Reyez, Cat Burns, and others.
Sister channel COVERS, which features up-and-coming artists performing covers of songs from popular artists, has amassed nearly 25,000 followers on YouTube.
The brand launched its Mahogany Recordings label in 2017, and today the label represents a roster of up-and-coming artists such as KAWALA, Model Man, Toby Johnson and RoRo.
Mahogany also partners with charities and brands, and has carried out work for the likes of LVMH, Spotify, BMW, and British Red Cross, among others.Music Business Worldwide