PULSE Music Group, announced today the formation of a joint venture relationship with Mass Appeal, the New York-based media and content company recognized as a leading brand in urban culture.

The partnership will seek to identify young and up-and-coming songwriters, producers and artist talent and use the unique leverage of Mass Appeal’s influence and relationships to secure key signings and promote the catalog. The companies will also work in tandem to create original music content for Mass Appeal’s film/television projects, as well as brand partners. PULSE will provide exclusive worldwide music publishing administration for the partnership through Pulse Publishing Administration and Hitcher Music respectively.

Founded in 1996 as a graffiti ‘zine, Mass Appeal’s business has grown to include production and development of TV, film and commercial content, creative services for blue chip brands, a leading urban alternative record label and owned media channels across social, web and print. In 2014, the company joined forces with legendary rapper Nas to start Mass Appeal Records, a music platform that has partnered with esteemed artists including; Run The Jewels, J Dilla, Dave East, Mannie Fresh, DJ Shadow, Nas, and others to help release their music. The first project on the label was the critically acclaimed Run The Jewels 2, which ranked as the best album of 2014 by several influential publications including Pitchfork, Billboard and Stereogum. Mass Appeal has partnered with CNN, TBS, Showtime, Comedy Central and other leading networks to create urban culture-themed documentary and scripted programming. The company’s creative agency has collaborated with clients including Sprite, HBO, Under Armour, and Red Bull on various integrated campaigns.

PULSE founder and co-CEO Josh Abraham commented, “Our vision in founding PULSE was to align ourselves with artists and creative companies at the vanguard of culture. We couldn’t be more excited to add Mass Appeal as a creative partner.”

Maria Egan, President and Head of Creative at PULSE added, “We are so impressed by Peter Bittenbender and his vision for Mass Appeal’s growth and have the utmost respect for their impeccable taste. We look forward to complementing each other’s creative teams and providing a uniquely powerful service for our artists.”

Peter Bittenbender, CEO of Mass Appeal said “Publishing has been one of the key missing pieces to the evolving Mass Appeal brand. From the minute we met the team at Pulse, it was clear we had a shared vision for the future of the industry and common passions for music and culture. We are thrilled to grow this new division with our incredible partners at Pulse.”