Musical brand

Launched music-based lifestyle brand WRKSHP in Detroit; Directed by Grammy-winning producer Che Pope and serial entrepreneur Dan Gilbert

DETROIT, January 12, 2022 /PRNewswire/ — WRKSHP, a music-based lifestyle company, launched today in from Detroit Capitol Park with an artist-centric approach that will fundamentally disrupt the music industry.

The announcement honors the 63rd anniversary of the formation of Motown Records by Berry Gordy with a $800 loan from his family.

The founders of the company – Che Popea multi-platinum producer with decades of multifaceted experience in the music industry and Dan Gilbertbest known for incubating disruptive companies such as Rocket Mortgage, StockX and 100 Thieves – aims to amplify emerging artists and bring transparency and integrity to an intentionally complex and outdated system designed to take advantage of artists.

Many artists are still signed to royalty-based contracts and do not share in the ownership of their masters and their intellectual property – arguably one of their most valuable assets. WRKSHP seeks to overturn this traditional operating model by creating a community of emerging artists and providing an infrastructure within which artists grow and thrive.

“Instead of signing deals with artists at these ‘360 degree’ deals, WRKSHP will partner with and educate creatives so they can benefit from the revenue from their IP and more effectively monetize their art,” said Che Pope, CEO of WRKSHP. “By being truly transparent, WRKSHP allows artists to realize their maximum potential.”

WRKSHP 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 tailored suite of support services, including:

  • Talent development
  • management
  • marketing and promotion
  • content production

by Dan Gilbert Detroit Venture Partners led this first round of investment alongside investments co-led by Stellation Capital’s Peter Boyce and KKFarm, the Taiwanese music technology company.

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

Other investors in WRKSHP include Courtside Ventures, Greg Schwartz (COO, StockX), Ndamukong Suh, Sean McCaffrey (CEO, Gas Station TV), William and Wynn Wesleyamong others.

“As someone who has seen the many challenges that new artists face to succeed in this industry, I recognize that the assets provided by WRKSHP can be a game-changer, especially under the guidance of my good friend of many years, Che Pope,” noted James Poyer, said the multi-Grammy and Emmy-winning group The Roots. “He’s a seasoned veteran, well versed in all facets of this music industry: songwriting, production, artist development, management, creation, marketing, etc., etc.…he’s done it all, to the highest level, with some of the biggest stars in history…and his experience makes him a sure shot to be very successful.”

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

WRKSHP aspires to actively contribute to from Detroit creative community starting with signing and collaborating with local artists, hosting educational workshops and producing talent shows, concerts and festivals attracting industry executives and high profile executives to the city.

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

“Success is like Detroit reconsolidating itself as one of the world’s leading music cities and establishing WRKSHP as a leading music powerhouse in the industry, built alongside our roster of multi-genre artists,” said Pope.

Interested creatives, artists and candidates can contact WRKSHP by email [email protected].


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.

Based at Detroitthe company was founded in 2021 by a super producer, composer and media director Che Pope and Dan Gilberta serial entrepreneur known for founding disruptive companies Rocket Companies (NYSE: RKT), StockX, Bedrock Real Estate and 100 Thieves, majority owner of the NBA’s Cleveland Cavaliers, among other active investments.