Genius Brands Music will create original music for Kid Genius and Baby Genius brands.
Genius Brands International has teamed with Sony Music Entertainment and its Legacy Recordings label to create the new kids' music label, Genius Brands Music.
As part of the multi-year agreement, Sony will distribute the Genius Brands Music label under two categories–Baby Genius for the toddler market and Kid Genius for children and tweens.
The partnership will leverage Genius Brands’ entertainment content including the company’s multimedia properties such as “SpacePOP,” Baby Genius and “Thomas Edison’s Secret Lab,” as well as licensed and acquired properties such as Llama Llama. Genius Brands’ label will include both original music and cover songs from young artists.
“Music has more and more become the universal language of kids. It is simply not possible to effectively launch a kids’ brand today without music playing an integral role. Sony Music has nurtured, advised, guided and invested in the development of independent music labels spanning virtually every music genre imaginable,” says Andy Heyward, chairman and chief executive officer, Genius Brands. “With the access, distribution and promotional expertise of Sony Music, Genius Brands Music launches with a pedigreed partner that will help strategically drive its success.”
The deal also provides Genius Brands Music with unified global distribution and marketing and promotional support across physical and digital channels worldwide.
“The children’s entertainment sector, especially in music, requires a unique understanding of how to create both compelling content and audience appetite,” says Richard Story, president, commercial music group, Sony Music Entertainment. “Andy Heyward is a legendary innovator in children’s media and his cutting edge team is developing incredibly fresh and innovative concepts for kids across all platforms, and we are excited to partner with them on brining the music from these projects to the global audience.”