Apple Invests $50 Million Into Steve Stoute’s UnitedMasters

Apple is investing $50 million into independent distributor UnitedMasters, alongside A16z and Alphabet. The independent distributor and Apple will also enter into a strategic partnership, according to TechCrunch, that will “create dramatic new opportunities for UnitedMasters artists.”

UnitedMasters was launched by former Interscope and Sony executive Steve Stoute. In an atypical model, the distribution company allows artists to retain ownership over their masters. It also provides artists with analytics and royalties tools.

“We want all artists to have the same opportunity,” Stoute said. “Currently, independent artists have less opportunity for success, and we’re trying to remove that stigma.”

Apple’s Eddy Cue said in a statement: “Steve Stoute and UnitedMasters provide creators with more opportunities to advance their careers and bring their music to the world.”

“The contributions of independent artists play a significant role in driving the continued growth and success of the music industry, and UnitedMasters, like Apple, is committed to empowering creators,” the statement continued.

The distributor currently has deals with ESPN, TikTok, Twitch, the NBA and has worked with artists such as Lil Tecca, NLE Choppa, and more.