Co-founder and former CEO of MAMA Group Dean James has launched a new music company Sixth Plc that will use data analytics to fuel activities across an integrated artist-to-live operation.

James will act as CEO of Sixth, with former head of business affairs for Shazam Matt McCann as COO. Co-founder of Nettwerk Music Group Dan Fraser will become a non-executive director.

Sixth plans to take an artist-centric approach, operating across all points of the artist to live value chain and using data analytics to choose the artists it works with and assets it develops.

James, as co-CEO and co-founder of Mama Group, acquired music operations including Eventim Apollo (formerly Hammersmith Apollo), G-A-Y, Lovebox Festival, Great Escape and Supervision Management, before MAMA’s eventual sale to HMV in 2010.

Based in Hoxton, Sixth Plc will initially run operations in the UK, India and Asia Pacific via key acquisitions that focus on the growth areas of live, data analytics and artist partnerships. 

Commented CEO Dean James: “I’m tremendously excited to finally be able to announce Sixth,” said James. “We’re building a smart new global business.”

“We’re embarking on a new journey with Sixth, with an ambitious roadmap in hand,” said McCann. “Our approach will be heavily data centric and we aim to operate across several markets in order to build a successful 21^st Century music company.”

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