MUMBAI: Warner Music Group's (WMG) independent arm- Alternative Distribution Alliance (ADA), and Mascot Label Group (MLG) have join hands for a distribution partnership in North America. The deal will commence from 1 December this year.

This partnership includes worldwide digital and physical distribution across the globe. The partnership between the two companies dates back to 2009 as they both have entered into almost similar deals in Great Britain, Australia, New Zealand and Scandinavia.

MLG founder and chairman, Ed Van Zijl said, "Obviously I am over the moon with ADA becoming an ever growing part of our distribution network in the World. Their mentality, enthusiasm and positive views in today's market are matching ours. Not to speak of their professionalism and power. I can see us working together for a long time, as in this great environment, we can further exploit our repertoire and focus on growing and bringing the best we can."  He further added through the deal they are “now entering a new phase in North America."

ADA UK president Dan Chalmers said, “Over the course of five years, Mascot Label Group and ADA have accomplished a lot together. At this point, we understand each other's business so well that we're very well-positioned to take things to the next level, and it gives me great pleasure to watch our relationship flourish across the pond and beyond."

Mascot Label Group continues to expand the company's position in North America, signing artistes and hiring key executive talent. ADA Worldwide A&R and label services SVP Kenny Weagly said, "Mascot is home to fantastic music from across Rock, Blues, and Metal scenes. Their team has excellent taste, and we are thrilled to help tell the world about Mascot and their artists."

Mascot Label Group president North America Ron Burman said, “As we continue to deliver success for our artistes, and establish a broader footprint on this continent, this alliance with ADA is a key move in executing the company's vision in the U.S. and Canada. Our talented and diverse roster will benefit from this alliance, and we all look towards the potential with great optimism.”Mascot Label Group operates the record labels Mascot, Provogue, Music Theories and Cool Green Recordings.

ADA handles artistes and labels such as Macklemore & Ryan Lewis, Dim Mak, Mute, PRMD, Partisan, The End Records, Innovative Leisure, New West, Sumerian, Third Man, Sub Pop, Matador, Epitaph, Domino, Comedy Central, Merge, Secretly Label Group, Rise, Nettwerk, Beggars Group, Side One/Dummy, Dualtone and Surfdog, among many others.