Leading social music business PopShack becomes Instrumental for artists and brands.


Fast growing social music business PopShack, which recently announced investment from veteran MTV exec Bill Roedy, has today announced it is rebranding as Instrumental.


The company focuses on the discovery and development of artists emerging in the social media space and already has a network of talent that reaches 50m+ 13­-24 year olds every month.


CEO Conrad Withey said: “The name change to Instrumental is not just a recognition of the breadth of talent and music creativity now in our network but also better reflects the role the business is playing in artist development and in delivering solutions for brands and advertisers.”


Since launching, the Instrumental talent network has grown to over 250 artist partnerships around the world and its creative agency arm has delivered campaigns for major brands including Vodafone, Head & Shoulders, Domino's, Citroen, StudioCanal and Brand Attic.


MD, Abi Hanna added: “This is a very exciting stage in the evolution of the business. Instrumental will do what the name says  -­ be Instrumental for artists and brands in helping them achieve their separate goals. We look forward to working with ever wider range of partners in the months and years ahead.”



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