7cult Records, a new independent label focused on using data to direct artists and releases, launched September 30. It is the latest venture from Dalton Piché, who has led marketing campaigns for Billie Eilish, Megan Thee Stallion, Ed Sheeran and others through his music marketing agency, Pulse.
Roster and leadership
Before its official launch, 7cult worked with alternative electronic artist oskar med k. The label says its data-first strategy helped grow his Spotify monthly listeners from 30,000 to more than 11 million within a year.
Maria Rodigan, who manages major clients including Ellie Goulding, will serve as Senior Vice President. oskar med k, Blue and Romme are the label’s three signings.
Shorter commitments
The label plans to favor shorter deals, saying it aims to “earn the next record rather than assume it.” It also says its edge is not that it has data while other labels do not, but “how early, selectively and practically the team uses it.”
Piché: “We source relevant data and use proprietary tools to understand where we can actually add value. If we’re going to get involved, we want to know with 100% certainty that our efforts will have impact.”
Rodigan: “Artists are under so much pressure to constantly feed the machine and fight for attention, and we don’t believe in just throwing things out there and hoping something sticks. There’s a reason behind everything we do. We use data to understand what’s actually working and where we can make an impact, then build a strategy around the individual artist, their goals, and how they want to grow their community and career.”
