B-Unique to embark on Atlantic crossing.

Independently-run label forges new venture deal with Warner Music as it looks to expand interests

Leading independent B-Unique has entered into a partnership with Warner Music UK in which it will become a division of Atlantic Records. The major will effectively buy into the label and other forthcoming developments as part of a five-year, joint-venture, deal.

The announcement comes as B-Unique nears the end of its deal with Polydor, a three-year partnership which has generated album sales of more than 2.8m from its core artists The Automatic, Kaiser Chiefs and The Twang, all of whom will remain with Polydor. Other acts signed to B- Unique during the period such as The Eyes will also stay with Polydor, while the independent will remain contracted to Polydor until early next year.

Of their decision to join Atlantic, B-Unique co-founder Mark Lewis says it was the company that offered the best fit to his label's existing operations. "We felt that going forward, given the turbulent nature of this industry, we had to ally ourselves strongly to someone and we felt that Warner has the most entrepreneurial spirit at the moment," he says.

The partnership will house all new artists signed to B-Unique.

Atlantic has been active in developing the traditional record label business model over the past year. The major signed an "all-in" deal with Hadouken! in April, through which it secured a share of revenue streams beyond recorded music. It has co-ordinated additional strategic partnerships with merchandising company Firebrand, Because, Downtown and a number of European ventures in recent months.

"They seem to be adapting to the changes in the industry a lot quicker than other people and their structure is much more geared toward an entrepreneurial company like B-Unique. ...