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09 Aug 2013
Innovative Leisure Partners With Alternative Distribution Alliance (ADA)
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Alternative Distribution Alliance (ADA), the independent music distribution arm of Warner Music Group, today announced a partnership with independent record label Innovative Leisure. Based in Los Angeles, Innovative Leisure has released music from some of independent music’s most revered acts including Classixx, Hanni El Khatib, Nosaj Thing, and Rhye, among others. ADA will contribute its digital & physical distribution services to releases from the label’s roster of artists.

“Innovative Leisure has released a host of extraordinary records by some of today’s most thrilling and influential artists,” said Ari Taitz, Chief Operating Officer, ADA, and David Orleans, President, ADA. “Having launched only three years ago, the label has quickly established its reputation as one of the marquee names in independent music. We’re very happy to be working with them and we’re already very excited about some of their upcoming releases.”

“We were looking for an ambitious and committed partner, who would ensure our label and our artists receive first-rate service” said Jamie Strong, Nate Nelson and Hanni El Khatib, Co-Founders of Innovative Leisure. “It’s clear from the results that ADA has achieved with many of the labels we admire that they are the right choice to help us break new ground and reach new audiences.”

Launched in 2010, Innovative Leisure boasts some of today's most talked-about indie artists. Garage rocker Hanni El Khatib—whose album Head in the Dirt was produced by the Black Keys' Dan Auerbach—has performed at some of the year's top festivals, including SXSW and Coachella. The label was also behind the launch and success of soulful pop duo Rhye, whose debut album Woman was named one of the best albums of 2013 by the Los Angeles Times. Innovative Leisure will have released seven full-length albums in 2013—including music from Nosaj Thing, Classixx and Bass Drum of Death—more than doubling last year's release total. Innovative Leisure is also home to Allah-Las, Crystal Antlers, Gossamer, Feeding People, Nick Waterhouse, Superhumanoids and Tijuana Panthers. The label has forged partnerships with a number of major brands, including Audi, which featured Hanni El Khatib's song "Can't Win 'Em All" in its Super Bowl ad, and American Eagle, which sponsored an animated billboard in Times Square to promote Classixx's new album Hanging Gardens.

A look into 2014 reveals follow up releases from El Khatib, Nosaj Thing, Nick Waterhouse and Allah-Las, as well as the debut album from Innovative Leisure's most recent signing, Toronto's BADBADNOTGOOD, a group consisting of musicians Matthew A. Tavares, Chester Hansen and Alex Sowinski. The trio first met at Humber College, bonding over a common love for Odd Future, Gucci Mane and Lil B.  BADBADNOTGOOD took the internet by storm last year by releasing YouTube videos of their selves flipping Odd Future tracks into jazz medleys.  These eventually led to viral videos made of jam sessions with Tyler the Creator, an opening slot for Roy Ayers, a headlining performance in London for acclaimed BBC radio host Gilles Peterson’s Worldwide Award show, and a spot as Frank Ocean's opening band for Coachella 2012.

In June of 2012, ADA expanded its services to the independent music community by officially joining forces with Independent Label Group (ILG), adding the company’s resources and expertise in radio promotion, publicity and marketing to ADA’s current offering. Since that time, ADA has signed a range of new deals, including ones with hip-hop duo Macklemore & Ryan Lewis as well as labels such as New West, Sumerian, and Kanine Records.

About ADA
Alternative Distribution Alliance was created in 1993 to focus on the independent music business, where some of the biggest music acts have built their initial followings.  Today, Alternative Distribution Alliance is recognized as the leading distributor of independent record labels, handling labels such as Sub Pop, Matador, Epitaph, Domino, Comedy Central, Merge, Secretly Canadian, Rise, Nettwerk, Beggars Music Group, Side One/Dummy, New West, Sumerian, Dualtone and Surfdog.

Source: Alternative Distribution Alliance