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Common acquires mtheory’s label division; JT Myers and Nat Pastor to run UMG’s world artist providers enterprise

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Universal Music Group simply made a big announcement encompassing a number of components that, on their very own, are every large tales in their very own proper.

The primary huge a part of the information is that Common has acquired mtheory Artist Partnerships, the label division of US music firm mtheory, based in 2010 by broadly revered executives, JT Myers and Nat Pastor.

Amongst the various causes that UMG’s cope with mtheory is especially fascinating is that UMG hasn’t made a big firm acquisition in a while.

The deal additionally successfully serves as an ‘acqui-hire’, with mtheory’s founders being appointed as Co-CEOs of a brand new world division known as Virgin Music Group that consolidates UMG’s artist providers companies.

Myers and Pastor will report back to UMG Chairman and CEO Sir Lucian Grainge.

What does this all imply for Ingrooves, the music distribution and advertising and marketing agency acquired by UMG in 2019?

Based on UMG, Ingrooves will now be a subsidiary of Virgin Music Group, alongside mtheory Artist Partnerships.

The ultimate piece of the puzzle is that Virgin Music Label and Artist Companies, which was launched by Universal in 2021, may also fall underneath the brand new world division.

Efficient instantly, all Virgin Music Label and Artist Companies regional hubs will grow to be a part of the Virgin Music Group.

UMG says that they may function “underneath a unified technique whereas nonetheless leveraging the native A&R experience and artistic networks of their respective international locations”. 

This contains Virgin Music Label & Artist Companies within the US, which can transition from a division of Capitol Music Group to a standalone firm serving all UMG’s US labels and companions.


Of their new roles as co-CEOs of Virgin Music Group, Myers and Pastor are tasked with main the growth of UMG’s impartial music capabilities throughout all of its enterprise models and areas. They may also help UMG’s company enterprise growth actions.

Previous to co-founding mtheory in 2010, each Pastor and Myers held senior technique and company growth roles at Warner Music Group.

Based on UMG, mtheory “creates aligned, equitable partnerships with artists, and employs an modern world advertising and marketing method to ship outsized outcomes, together with greater than 80 Gold and Platinum certifications in 23 international locations worldwide”.

UMG notes that mtheory Artist Partnerships was the group behind Main Lazer’s hit single Lean On, the primary absolutely impartial observe to reach No.1 on the US High 40 radio chart. Different artists that mtheory works with embrace Tove Lo, Tom Odell, Empress Of, RL Grime, bbno$ and Porter Robinson.

mtheory can also be nicely referred to as an artist administration firm, however its Supervisor Companies enterprise is not a part of the UMG deal and can stay wholly impartial, underneath the management of newly appointed CEO Cameo Carlson.

As well as, and as a part of the transaction, mtheory will spin out its MPRS World producer royalty administration platform, of which mtheory Co-Founder Jon McMillan will grow to be CEO.

“Along with our frontline labels and world footprint, Virgin Music Group gives artists unmatched inventive and industrial help.”

Sir Lucian Grainge

In making the announcement, Sir Lucian Grainge, stated: “With a view to stay the most effective dwelling for artists and entrepreneurs we should drive innovation in our personal companies — providing new and high-quality assets for artists from all corners of the world whereas persevering with to steer the business’s transformation.

“Nat and JT’s observe document for creating forward-thinking partnerships with artists which can be constructed on a basis of belief, creativity and enterprise acumen is strictly the type of management we would like for the brand new Virgin Music Group division.

“Along with our frontline labels and world footprint, Virgin Music Group gives artists unmatched inventive and industrial help.”

“Having labored with mtheory, I do know that the imaginative and prescient for the expansion of the business that Nat and JT carry shall be an amazing match for UMG and our artists, at the moment and sooner or later.”

Boyd Muir, UMG

Boyd Muir, UMG’s EVP, CFO and President of Operations, stated: “Increasing the neighborhood of artists, labels and entrepreneurs with whom we work presents a big alternative for us, strategically complementing our labels and leveraging UMG’s present world-class infrastructure.

“Having labored with mtheory, I do know that the imaginative and prescient for the expansion of the business that Nat and JT carry shall be an amazing match for UMG and our artists, at the moment and sooner or later.”

“mtheory was based on the concept we may rework the music business by providing higher, extra aligned partnerships with artists.”

JT Myers 

Myers stated: “mtheory was based on the concept we may rework the music business by providing higher, extra aligned partnerships with artists.

“By bringing these unimaginable world groups and assets collectively, we’ve got the chance to turbo-charge that imaginative and prescient, and ship much more worth to artists, labels and music entrepreneurs.”

“We’re so grateful to Sir Lucian and Boyd for entrusting us with the long-lasting Virgin Music model, one of the profitable impartial labels within the business’s historical past, in addition to InGrooves, arguably essentially the most subtle music know-how platform on the planet.”

Nat Pastor 

Pastor stated: “We’re so grateful to Sir Lucian and Boyd for entrusting us with the long-lasting Virgin Music model, one of the profitable impartial labels within the business’s historical past, in addition to InGrooves, arguably essentially the most subtle music know-how platform on the planet.

“JT and I’ve labored collectively for over 20 years, and we’re thrilled to proceed our journey to remodel the music business collectively, together with the InGrooves, mtheory and Virgin groups.”

Music Enterprise Worldwide


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