One of Greece’s largest and most historic record labels, MINOS EMI (a Universal Music Company) announced a new project, targeted to the audiences of Australia and New Zealand. The seminal Greek music label – the current roster of which includes popular artists such as Giorgos Dalaras, Giannis Kotsiras, Eleonora Zouganeli, Imam Baildi, Sakis Rouvas, Elena Paparizou, Peggy Zina, Vassilis Karras, Nikos Oikonomopoulos, among others is launching a joint venture with local digital communications agency Just Gold, to provide a new service to businesses, non-profit organisations, institutions and individual professionals, seeking to enhance their brand with musical content.

Drawing from the label’s immense back catalogue – which is considered one of the troves of contemporary Greek music history, featuring rebetika, laika, traditional (demotic) songs, and the work of seminal artists such as Grigoris Bithikotsis, Stelios Kazantzidis, Giorgos Dalaras, Dimitris Mitropanos, Vassilis Tsitsanis, Markos Vamvakaris, Mikis Theodorakis, Manos Hatzidakis, Yannis Markopoulos, Manos Loizos, Stavros Xarhakos, Stavros Kougioumtzis – the label will produce curated playlists, in a variety of digital platforms (including Spotify and iTunes), tailor-made according to the profile, values, and specific needs of each client.

“A simple consultation session will open the door to a world full of authentic Greek music for every event and situation,” said Sophia Fatouros, who oversees the project on behalf of Just Gold. “We will discuss your profile, brand, style and needs, navigate you through the repertoire and build with you the music profile that suits you.”

Speaking to Neos Kosmos, Ms Fatouros – who recently relocated in Melbourne, after a long career in Athens radio and the Greek music industry – explained that this service, which comes at no cost for the customers, is a way for MINOS EMI – founded in 1931 by legendary producer Minos Matsas – to invest in the audiences of Australia, which is home to one of the largest Greek communities in the world.

“Just Gold with profound knowledge of both the Greek and the Australian market navigates with confidence within the broader community and engages with different stakeholders to deliver exquisite synergies,” said Kyriakos Gold, Just Gold CEO. “We are excited in the perspective of reintroducing a classic Greek repertoire to listeners, along with our goal to expose them to discover current Greek music trends.”

The project also signals the label’s commitment to exploring digital opportunities, and adapting to current trends. According to data provided by Just Gold, 88 per cent of Australians have a smartphone and 40 per cent walk away from a business when it fails to offer a high-quality digital experience.

“In the past, the only way to keep in touch with Greek music was by visiting Greek stores in Australia or buying Greek records as a souvenir from your travels in Greece,” said Minos EMI CEO, Margarita Matsa, Minos’ granddaughter, who continues the family tradition, taking up the mantle after her father, Makis Matsas, who had been running the company from 1963 to 2004.

“Now through this collaboration with Just Gold, we will be constantly be close to you. It will be a great pleasure to inform you and provide plenty of opportunities to enjoy Greek music.”

“Music and lyrics have been our way of communication for many decades now. We live and breathe basically through our songs. We have sung together our joys and our sorrows, our successes and our failures. And that is what we keep on doing.”

For more information, contact Just Gold Emerging Platforms Project Manager  Sophia Fatouros