"As a global contemporary co-publisher, this is not our typical deal," SONGS Music Publishing founder and CEO Matt Pincus told The Hollywood Reporter. "It came about organically, as Jon Keidan [trustee for the Gershwin/Godowsky Trust] and I are longtime friends. But the chance to work with Jon and his family and the Heyward representatives on this singular, truly world-class set of songs is a once in a lifetime opportunity for me and the people at SONGS."
The company will create and deploy creative strategy for the catalogue of songs created during the latter part of Gershwin's career and hopes to reintroduce the songs to TV, film and advertising communities by executing an integrated marketing campaign on behalf of the catalogue, the Hollywood Reporter states.
Possible aspects of the campaign include hosted events, an increased social media presence and creation of marketing tools to showcase the catalogue.
SONGS will also create a series of master recordings featuring covers of the compositions by established and upcoming contemporary artists.