Action Xtreme Expands with New Music Publishing Division in Collaboration with Atlantic Screen Group
Action Xtreme, the studio responsible for the Netflix success 'Son of the Soil,' is venturing into the music industry with the establishment of AX Music Publishing. This new division, formed in collaboration with Atlantic Screen Group, signifies a strategic expansion to cultivate and monetize original musical compositions from their various productions. The initiative will explore diverse revenue streams, including synchronization licenses, performance royalties, and global digital distribution, contributing to a more integrated creative ecosystem within the company.
The newly formed AX Music Publishing division is set to play a pivotal role in creating and commercializing musical content for Action Xtreme's film and television projects. While its primary focus will be on original scores and soundtracks from their own productions, the company also indicates an openness to engaging with external projects that align with their action-oriented thematic emphasis. This expansion reflects a broader vision to harness the full potential of their creative output.
Atlantic Screen Group, a seasoned entity in music publishing, supervision, and screen music services since 2010, will lend its extensive expertise to the partnership. Their responsibilities will encompass the comprehensive management of Action Xtreme's music catalog rights and the provision of music supervision for all forthcoming productions. This collaboration is anticipated to streamline the music production process and enhance the commercial reach of Action Xtreme's musical assets.
Chee Keong Cheung, co-founder of Action Xtreme, expressed enthusiasm for the new venture, highlighting its potential to build enduring value from their original music library. He emphasized that this move represents a significant leap forward in bolstering their creative framework as the studio ramps up its production activities in the coming years. Rupert Hollier, Chief Operating Officer at Atlantic Screen Group, echoed this sentiment, noting the perfect alignment between Action Xtreme's commitment to creative excellence and creator ownership with Atlantic Screen Group's mission to foster a robust platform for global music talent.
This foray into music publishing is an integral part of Action Xtreme's overarching strategy to evolve into a comprehensively integrated studio. By bringing music rights under the same umbrella as development, education, production, and distribution, the company aims to achieve greater synergy and control over its creative and commercial endeavors. This holistic approach is designed to maximize efficiency and innovation across all aspects of their operations.
Action Xtreme has already demonstrated its production prowess with the Nigerian-filmed feature 'Son of the Soil,' which quickly rose to the top of Netflix charts in its debut country. The film has since enjoyed theatrical runs across Africa, the U.K., and the U.S., garnering international film festival recognition. Upcoming projects include 'Bad Day at the Office,' a POV action film starring John Hannah and Radha Mitchell, and 'The Experiment,' a sci-fi horror feature with Rhona Mitra and Famke Janssen. The studio has also secured a three-film co-production and distribution deal with Trinity Content Partners and a first-look agreement with Moses Babatope's Nile Entertainment, specifically targeting action content for African audiences.
In essence, Action Xtreme's establishment of AX Music Publishing, in partnership with Atlantic Screen Group, marks a strategic step toward becoming a vertically integrated entertainment powerhouse. This initiative is set to unlock new revenue streams and enhance creative control, reinforcing the studio's commitment to producing and distributing diverse, high-quality content across global markets.
