Authentic Music; Authentic Brands
The 21st music industry has taken quite a turn: record labels once flush with capital from physical album sales now re-establish new avenues for revenue to drive the industry. Similarly, artists have re-centered around remaining fields of income generation: performance, publishing, streaming and merchandising, whilst simultaneously seeking new pathways to grow the artistic career.
Hence, the industry is ripe for creative alternatives. One possibility: there are countless of non-entertainment brands that have well-defined products or services, but do not necessarily own a creative identity that could foster broad relationships with the culture. However, brands could virtually ‘become labels’ and patrons of the arts, adding an expressive and creative arm to their existing brands.
This was the birth of Infinity Gritty’s BeTheLabel: a back-to-front music production, distribution, and marketing service to provide companies with fresh content and a dynamic campaign to effectively build community around their products and services. At the same time, BeTheLabel gives talented artists that align with the brand identity a new avenue for support in a highly competitive entertainment climate: a win-win formula.
About the Founder
Adam Ahuja is an American multi-instrumentalist, music producer, live-looping artist and entrepreneur. Adam tours as an independent artist and musician and has been a member of acts such Robert Randolph & the Family Band, performed alongside musicians such as Questlove of The Roots, and recorded with artists such as rock-icon Meatloaf. Adam holds a Master’s in Organizational Management (MBA) from University of Konstanz in Germany and BSBA from Bucknell University and is a former Partner at the Institute for Strategy & Complexity Management, an international consulting firm. Adam resides in New York City and enjoys a good philosophical conversation every now and then.
Infinity Gritty music is released and distributed alongside label partner Ropeadope Records. Ropeadope is an undisputed force in modern music, releasing 100’s of killer records, including albums from Grammy-winning jazz warriors Snarky Puppy, drum cult-hero Nate Smith, and Kendrick Lamar‘s producer-at-the-helm Terrace Martin. Ropeadope’s new 21Soul all-encompassing media venture reinforces its continued impact as leading voice for bold and authentic artist expression.
Infinity Gritty’s essential recording and mixing partner is Pinch Recording. Pinch is home to a 22-foot ceiling, multi-room facility in Long Island City, New York City with the latest and greatest recording equipment coupled with an expert staff. But most importantly, Pinch is an organic environment that feels like a family when an artist steps in the doors, and that’s what leads to meaningful content. Pinch Recording helps us achieve the artist dream: creative freedom, great music, and unparalleled sound.