On Monday, Jay Z released a press release announcing the new venture capital firm, Arrive.
Arrive will focus particularly on brand building, with the claim that Jay Z and Roc Nation have a solid background in building up brands, something that consumer-focused companies will be able to leverage for their own startups.
The investment platform will work with early-stage startups, and offer investment of capital as well as assistance with business development, branding and more to help those select companies flourish, per the official announcement.
Arrive’s unique sales pitch to potential investment targets revolves heavily around its experience in brand building — the company is unique among VC firms in terms of its exposure to the task of managing and building up artists, as well as athletes. It’s hoping to leverage that experience into something a bit different from the status quo in venture capital, according to the release, which could be a very appealing edge indeed to consumer-focused startups looking to accelerate their growth.
Roc Nation is working with Primary Venture Partners and GlassBridge Asset Management to form the new firm, with Primary acting as a venture advisor to guide investment, and GlassBridge offering business infrastructure support.