(WWJ) Detroit billionaire, Dan Gilbert, and music industry veteran, Che Pope, have launched the city's newest "music-based lifestyle brand", WRKSHP, the company announced on Wednesday.
WRKSHP differs from other record labels; instead aiming to establish artists as "brands" who will have more creative control over their work.
“Instead of signing artists to these ‘360-degree’ deals, WRKSHP will partner with and educate creatives so they profit share from revenues derived from their intellectual property and most effectively monetize their art,” said Pope in a press release.
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“By being truly transparent, WRKSHP empowers artists to realize their maximum potential.”
The company looks to help booster the Detroit's arts community by collaborating with local artists, organizing concerts, producing talent shows, educational workshops and festivals. It also looks to engage the city's youth by working with local schools.
“We have to be a part of the community, we have to work with the kids," Pope told WWJ's Armetta Landrum.
"This is all about the kids. This is all about working with the youth and really giving them more information because people pick up fragments of information about the entertainment industry. It’s important that we expose them to all the opportunities in it, not just thinking, ‘hey, you can be a rapper or a singer or producer.’”
The music brand will offer a number of support services, including talent development, management, marketing and promotion and content production.
WRKSHP will headquarter on the north point of downtown’s Capital Park, along Griswold at Grand River.
Gilbert said the decision to build their brand in Detroit was "a natural choice."
“Music is the compass that connects people toward a collective path. Detroit, more than any city, validates that bond across many generations. Arts and culture are the catalysts that ignite renaissance cities," Gilbert released in a statement.
“Che is a renaissance man whose life’s work culminates through WRKSHP’s bold vision. Detroit’s deep-rooted history in moving the world through global multi-genre musical contributions makes it the natural choice for our headquarters.”
Founded by Pope — who is also CEO — and financially backed in part by Gilbert, other investors include former Detroit Lions player, Ndamukong Suh, and CEO of Gas Station TV, Sean McCaffrey.
“Success looks like Detroit re-cementing itself as one of the premier music cities of the world and establishing WRKSHP as a leading music powerhouse in the industry built alongside our multi-genre artist roster,” said Pope.
The announcement was made Tuesday to honor the 63rd anniversary of Berry Gordy founding Motown Records.
Artists, candidates and other interested parties are asked to contact WRKSHP by emailing andrew@wrkshp.club.
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