Atlanta, GA based music startup Mavaru ( rolled out the beginning of its Artist Features program today, where the company will partner directly with likeminded independent artists to release their music under its pay-what-you-want platform.

The move marks a response to high demand from fans for curated premium media content, but also puts the company working hand in hand with independent artists seeking to help each other through a shared sense of community and dialogue about the future of the music industry.

“Right now we’re working with artists at the grassroots level, and we plan to expand these efforts in the near future. We’ve always felt that as artists the key to utilizing pay-what-you-want as a tool is maximizing collective attention to drive demand – and what better way to do this then to release great music from great artists who are using innovative ways to get their music out there” notes Mavaru co-founder Alex Lafley.

The initial round of features focuses on artists that have been doing just this – including Brooklyn based electro producer Kent Odessa’s band Peephole, Kansas City latino rock group Making Movies, and soul fusion songstress Erin Barra, who is also based out of Brooklyn. Each of the artists were selected based on their successful use of free content as a central tenet of their marketing efforts, including Odessa’s successful Kickstarter campaign that raised over $3500 from an email list he built largely from previous pay-what-you-want releases.

Interviews with each of the artists can be viewed on Mavaru’s blog at and will remain a part of the company’s ongoing commitment to empowering and engaging artists both large and small.


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