Core Values
ATG is driven by four core values:
- Direct Artist Support
- Community
- Serving the Underserved
- Philanthropy
Direct artist support
The first mission of ATG and its PANTHR Music community is to facilitate a direct artist-to-fan support model so that artists can be better compensated. Digital royalties do not pay the bills for the vast majority of artists, and coupled by the devastating effects of Covid and a lack of touring revenue, the situation is dire for many working musicians. PANTHR’s unique micro-subscription model makes supporting artists affordable for everyone, starting at less than a dollar a month. PANTHR is distinctly different from crowdfunding sites because it is a highly curated, invite-only network of musicians whereby we partner with artists (like a boutique agency) providing full editorial support and other scalable revenue streams.
Community
PANTHR’s music community aims to be a safe place for true fans to congregate away from the toxicity of mainstream social media. Everyone in the community is a fan first, whether they be a successful musician, an emerging artist or a regular ol’ groupie. We provide a platform for organic sharing and music discovery with other like-minded individuals. It’s an opportunity to meet new friends which turn into real life interactions (attending concerts or festivals together, etc) which ultimately helps support local independent music venues. It’s also a place for up-and-coming artists to promote themselves as candidates to become one of our platform artists.
Serving the underserved
We put a priority on supporting emerging and mid-market independent musicians who would otherwise be a needle in a haystack on a conventional music streaming platform. We do cross promotions of lesser known artists to their exact target audiences through 13+ features, including curated radio stations, artist-fan matching, community seeding and direct messaging. We place a focus on fan communities in genres outside of the mainstream. Above all, we feature amazing artists who lead interesting and inspiring lives outside of music – artists with fascinating hobbies, powerful stories and dedicated causes.
Philanthropy
We enable more established artists to become mentors and role models to the new generation, lending their credibility, expertise and support to help develop the careers of up-and-coming musicians. We help facilitate celebrity artists and artist estates in donating all or a portion of their proceeds to a favorite charity. We support causes that matter to the new generation — climate change, green causes and human rights — to name a few. We strive to operate as a socially conscious company by voluntarily following many of the same standards as a Certified B Corporation.