We support art, not content.
Third Way Cultural Alliance is dedicated to supporting intelligent contemporary music as art.
We are preserving the album as the primary format of musical expression, and supporting socially conscious projects of power and meaning.
Third Way establishes a functional pathway for musicians to blend patronage into their business model.
In the streaming era, the global music ecosystem is failing creative artists. For too many impactful musicians, the long-form recording has become a financial burden. The risk of embarking on new projects is simply too great—leaving potentially culture-shifting work undocumented.
Over the past quarter-century, the founders and ambassadors of Third Way have had a front-row seat to this decline. We understand the landscape. We understand the plight. And we have a path forward.
We will:
Directly fund the creation of culturally relevant contemporary albums.
Connect musicians, donors, and communities to restore the value of music.
Support community organizations by adding music to their initiatives.
We believe:
Music is an essential force in our lives.
Music can lift us above countless struggles.
Music can inform culture in a powerful way.
Music Is Life.
“When I first arrived in the music business, a top exec told me ‘the album will be dead’. My response of ‘when?’ was answered with laughter and a schooling on iTunes and the way the business works. 17 years later and the album is still with us, and I’m glad it is … but today’s market of UGC and AI may finally destroy it.”
The Third Way Cultural Alliance is founded by three seasoned professionals with years of experience and a profound understanding of the challenges artists face. From the boardroom to the classroom, from the studio to the stage, from the office to the shipping floor: their broad knowledge of the industry prepares them for this unique endeavor.
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Louis Marks
With 45 years of independent business experience, Marks brings a persistent spirit of advocacy to all that he does. Marks has led independent label Ropeadope since 2006, curating an historically important collection of contemporary music.
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Joe Pignato
Hailed by Tape Op as a “musician, educator, and music business visionary,” Pignato regularly consults organizations in the areas of music, music technology, and music education. He has held management positions at leading music companies, including N2K Incorporated, BMG Classics, RCA Victor, ECM Records, CMP Records, and Latin Percussion.
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Fabian Brown
Musician, entrepreneur, educator, and community advocate, Fabian Brown has gained a wide range of experience in his 20 years in music.
Fabian’s passion for lifting up artists and community is evident in all of his roles, from VP at Ropeadope to co-founding the Non-Profit organization Heights In progress.