Musical brand

Dan Gilbert and Che Pope launch music and lifestyle brand WRKSHP

WRKSHP, a new lifestyle music brand from Rocket Cos.’ Dan Gilbert and Grammy-winning producer Che Pope (pictured) launched today in Detroit. // Courtesy of WRKSHP

WRKSHP, a lifestyle company based on the music of Dan Gilbert, founder and president of Rocket Cos. in Detroit, and multi-platinum producer Che Pope, launched today in downtown Detroit’s Capitol Park with the stated goal of creating an artist-centric approach to disrupting the music industry. .

The ad honors the 63rd anniversary of Berry Gordy’s formation of Motown Records with an $800 loan from his family.

WRKSHP (Workshop) is a music-based lifestyle company that focuses on 5 key areas: Multimedia, Data, Creation, Product and Experience. The company is both a lifestyle brand and offers full services for artists to launch/incubate their careers, create passion projects, create art with transparency and be part of something bigger than just music.

“Instead of signing deals with artists at these ‘360 degree’ deals, WRKSHP will partner with creatives and educate them so they share in the benefits of revenue from their IP and more effectively monetize their art” , says Pope, who will serve as CEO. “By being truly transparent, WRKSHP allows artists to realize their maximum potential.”

Many artists have signed royalty-based contracts and do not participate in the ownership of their masters and intellectual property. Rather, WRKSHP will seek to build a community of emerging artists and provide them with an infrastructure to grow in partnership with the company, rather than a typical unbalanced relationship.

It will position its artists as more than just performers by helping them establish themselves as brands, offering its roster of artists partnership deals, as well as a bespoke suite of support services, including development talent, management, marketing and promotion, and content production.

Gilbert’s Detroit Venture Partners led the first investment round alongside investments co-led by Peter Boyce of Stellation Capital and KKFarm, the Taiwanese music technology company. Other investors include Courtside Ventures, Greg Schwartz, Ndamukong Suh, Sean McCaffery, William and Wynn Wesley, etc.

“Music is the compass that connects people on a collective path. Detroit, more than any city, validates this connection across many generations. Arts and culture are the catalysts that ignite renaissance cities,” says Gilbert.

“Che is a renaissance man whose life’s work culminates in the bold vision of WRKSHP. Detroit’s deep-rooted history of moving the world through global multi-genre musical contributions makes it the natural fit for our headquarters.

Pope is a multi-platinum, Grammy Award-winning producer who recently worked as COO of GOOD Music – Kanye West’s label – and has worked in the past with Lauryn Hill, Whitney Houston, Eminem, Jay Z and The Weeknd. .

WORKSHP seeks to contribute to Detroit’s creative community by signing and collaborating with local artists, hosting educational workshops, and producing talent shows, concerts, and festivals that draw industry leaders to the city.

“Che Pope has a very impressive resume working with some of the greatest music creators in modern history,” said Paul Rosenberg, CEO of Goliath Records and longtime manager of Eminem. “Bringing talent to Motor City provides an incredible opportunity for artists and the local music scene to thrive locally and beyond.”

As a minority owned and operated business with an equally diverse group of investors, WRKSHP states that it promotes inclusion in an industry and provides opportunities for participation. Currently, 19.8% of music executives belong to underrepresented racial and ethnic groups, including 7.5% black people, and it’s even more alarming when hip-hop is the most consumed genre of music. in the world.