MArteLabel: Transforming Music into Art with Certification

MArteLabel, founded in 2008 by MArteLive, a multidisciplinary festival in Rome, is a record label that treats albums as art objects. It selects artists based on their ability to blend theater, dance, visual arts, and cinema into music. The label operates as a factory, handling all production stages from video clips to merchandise. Artists collaborate on cover art, such as the Human Progression Machine (HPM) album cover based on works by Francesca Dragoni. To combat declining record sales, MArteLabel, in partnership with MyTemplArt, offers a certification service for musical works—the first of its kind in Italy and globally. This uses an app and geolocated QR code to verify authenticity and provide a limited-edition, counterfeit-proof artwork. Giuseppe Casa, artistic director and founder, emphasizes adaptation and reinvention, applying Darwinian evolution to the music market.