Believe UK Inks Distribution Deal with Mahogany, Including An Upcoming DIY Distribution Service

Believe’s UK office has formed a long-term label solutions partnership with Mahogany. Mahogany is the global multi-platform music brand behind the Mahogany Sessions YouTube channel.

Believe will handle global digital distribution for Mahogany’s label, Mahogany Records, as well as its video platforms, Mahogany Sessions, COVERS, and Lagoon. Mahogany will also work closely with Believe’s audience development team to develop the global reach of its imprints across established and developing markets, and to expand their content into new territories, genres, and audio-visual formats.

Upcoming plans include the public launch of Mahogany Songs, Mahogany’s own bespoke digital distribution service—expected to release within a few months. Mahogany Songs will work with Believe to provide digital distribution for the rapidly-expanding global community of unsigned artists through partnerships with Spotify, Apple Music, YouTube Music, Amazon Music and more.

Launched in 2010, the Mahogany Sessions YouTube channel is renowned for stripped back, intimate performances from emerging artists. Some of the stars featured include Billie Eilish, George Ezra, Michael Kiwanuka, Rag’n’Bone Man, Leon Bridges, and more. Performances in 2023 include Ed Sheeran, Jacob Collier, Florence Pugh, Barry Can’t Swim and Mahalia. Mahogany Sessions and its sister channel COVERS now have over one million followers, combined.

Mahogany Recordings was built in 2017 on the back of the success of the YouTube channels, representing a diverse roster of up and coming artists like KAWALA, Model Man, Toby Johnson, and RoRo.

“Mahogany is a truly independent and forward-thinking music company,” adds Ben Rimmer, Regional Director, Believe UK & Northern Europe. “James and Mark have built a huge audience for their brands and bands and to be in a long-term partnership with such an artist-friendly, ambitious, and entrepreneurial duo is exactly where we want to be.”

“Partnering with Believe marks a pivotal phase of growth and development for Mahogany, as we advance our operations to serve independent artists globally,” says Mark Murdoch, Mahogany’s Founder & CEO.