7cult Records Launches, Emphasizing Data to Drive Artist Success

Today (September 30) marks the launch of 7cult Records, a new independent label focusing on how data can be used to direct artists and releases. This is the latest venture from Dalton Piché, who has led marketing campaigns for Billie Eilish, Megan Thee Stallion, Ed Sheeran, and more with his music marketing agency, Pulse.

Background:

• Prior to today’s official launch, 7cult was working with alternative electronic artist oscar med k.

• According to a press release, the label used a data-first strategy to help him increase his Spotify monthly listeners from 30k to over 11 million within one year.

The details:

• Maria Rodigan, artist manager for major clients such as Ellie Goulding, will serve as Senior Vice President of 7cult.

• oskar med k, Blue, and Romme are the label's three signings.

• 7cult will also offer publishing services.

• The label will focus on shorter commitments, citing an aim to "earn the next record rather than assume it."

• The press release also states that "7cult’s distinction is not that it has data and other labels do not; It is how early, selectively and practically the team uses it."

What they said:

• 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.”