, Nvak has a particular focus on women, non-binary and LGBTQ+ artists and artists in underrepresented regions of the world.
"We conveniently forget that [music] is a really young business. This isn’t some hyper-established, long-standing tradition that can’t be iterated on," Cardigan tellsA Kentucky native who grew up with dreams of striking a major-label deal, Cardigan signed with Capitol in 2019 and had a breakthrough with the single"Not OK!" the following year. But he says he became frustrated by the label’s emphasis on singles and TikTok virality.
At Nvak, on the other hand, he has access to therapy as well as alternative healing methods like reiki and acupuncture. Cardigan and the label split revenue from his music 42% apiece, dividing up the remainder among producers, songwriters and mixers, plus a point towards environmental initiatives. All of Nvak's deals with artists involve similar splits, and the label is framing its releases as"sustainable streams," signaling to listeners that revenue is being fairly distributed.
After the pandemic renewed conversations about better conditions for artists in the music industry, other labels and music companies have made changes. Last year, BMG eliminated the"controlled composition clause" that reduced songwriters’ income from its contracts and audited its historical contracts with Black artists for evidence of discrimination.
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