Play Two
Play Two is an independent French music label managing 100+ artists including Gims, Vitaa, and MC Solaar, operating across music production, live events and ticketing (PlayTwoLive), and brand partnerships (Music Lab for Brand), headquartered in Boulogne-Billancourt.
- Company typePrivate
- Founded2016
- HeadquartersParis, France
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Play Two does
Play Two is an independent French music label, concert promoter, and phonographic publishing company founded in October 2016 by Sébastien Duclos and Julien Godin. Headquartered in Boulogne-Billancourt and structured as a Société par Actions Simplifiée (SAS) under parent MUZEEK ONE, the company manages a roster of over 100 artists spanning rap, pop, variété française, R&B, dancehall, and electro, anchored by names including Gims, Vitaa, David Hallyday, MC Solaar, and Kids United Nouvelle Génération. The company holds French entertainment entrepreneur licenses (2-1098317/3-1098318) and distributes through major streaming platforms alongside an active live touring business.
The company is organized into three operating units: a core music label delivering artist production, representation, and phonographic publishing; Play Two Live, which runs concert/spectacle promotion and an in-house ticketing platform (playtwolive.com) across 14 French regional markets and internationally in Belgium, Switzerland, Luxembourg, Canada, and New Caledonia; and Music Lab for Brand, a B2B division that brokers artist-brand collaborations, private concerts, co-marketing campaigns, and custom branded content production. The brand division is anchored by strategic partnerships with TF1 for media amplification and La Seine Musicale for venue access, and has executed brand activations for Energizer (Accor Arena / Soprano concert, December 2025) and HelloWork (Naza assistant manager recruitment campaign, April 2026). Monetization covers licensing royalties (music), transaction fees (ticketing), and professional services fees (brand partnerships); label-level pricing is quote-based and not publicly disclosed.
The technology stack is conventional for a French independent label rather than a tech platform: distribution is routed through Spotify, Deezer, Apple Music, and Amazon Music, the live ticketing site runs on a standard CMS, and marketing uses organic social, email newsletter, and event-driven activations. There is no proprietary platform technology, no AI/ML capability surface, and no app product. The go-to-market is event-driven and category-focused: artists seek a full-chain value offer (production to spectacles to endorsement), while brands gain curated access to French-language cultural talent through Music Lab for Brand. Anchor customers/relationships on the artist side (GIMS, Vitaa, MC Solaar) and on the brand side (Energizer, HelloWork, TF1) supplement a long tail of regional concert attendees purchasing through PlayTwoLive.
Play Two firmographics
Firmographics- Name
- Play Two
- Legal name
- PLAY TWO
- Website
- https://playtwo.fr
- Company type
- Private
- Founded year
- 2016
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Play Two is an independent French music label managing 100+ artists including Gims, Vitaa, and MC Solaar, operating across music production, live events and ticketing (PlayTwoLive), and brand partnerships (Music Lab for Brand), headquartered in Boulogne-Billancourt.
- Ownership category
- akta.pro rank
Play Two industry classification
Industry- Product category
- Music Label Services
- NAICS
- Music Publishers (512230), Musical Groups and Artists (711130), Promoters of Performing Arts, Sports, and Similar Events with Facilities (71131)
- SIC
- Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990)
- akta.pro primary industry
- Record Labels (Major & Independent) (MPAIAAAA)
- akta.pro secondary industries
- Live Music Clubs & Venues (MPAGAIAB), Hybrid Concerts & Live Shows (Venue + Remote Audience) (MPAGAOAE)
Keywords
Where Play Two is headquartered
LocationHeadquarters
- HQ city
- Paris
- HQ country
- France
- HQ region
- Europe
Offices1 record
Markets served
Play Two business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
Revenue model
- Music Production and Artist Management: Revenue from record production, artist management, and phonographic publishing. The label manages a roster of artists including Gims, Kids United Nouvelle Génération, Vitaa, David Hallyday, MC Solaar, and over 100 other artists across various genres.
- Live Events and Spectacles: Revenue from concert production, festival appearances, and live spectacle events. The company operates PlayTwoLive with ticketing capabilities and manages performances across France and internationally (Belgium, Switzerland, Luxembourg, Canada).
- Music Lab for Brand (Brand Partnerships): Revenue from brand collaborations including spokesperson deals, influencer strategy, private concerts, co-marketing, and custom brand content production (video, playlists, podcasts, festivals, talent shows) with media and marketing support.
Go-to-market motion1 record
Distribution channels4 records
Marketing channels5 records
Play Two product offering
Product offeringCore offering
Play Two is an independent French music label founded in October 2016, operating three integrated divisions: a phonographic record label managing 100+ artists across hip-hop, pop, and variety genres (Play Two); a live events arm producing concerts, festivals, and tours with integrated ticketing (Play Two Live); and a brand music partnership studio creating custom music-driven campaigns for advertisers (Music Lab for Brand). The label is headquartered in Boulogne-Billancourt and operates as a subsidiary of MUZEEK ONE.
Product overview
Play Two operates as an independent music label founded in October 2016 by Sébastien Duclos and Julien Godin, comprising three interconnected offerings: the core Play Two music label for artist production and phonographic publishing; Play Two Live for concert, festival, and ticketing operations; and Music Lab for Brand handling brand partnerships and custom content production. The company manages a roster of over 100 artists across genres including rap, pop, variety française, R&B, dancehall, and electro, with key artists including GIMS, Vitaa, David Hallyday, Mc Solaar, and Kids United Nouvelle Génération.
Differentiator
Problem solved
Functional benefit
Brands
- Music Lab for Brand: Brand partnership and branded content creation unit that connects brands with Play Two artists through endorsement deals, influencer strategy, private concerts, co-marketing, and custom content production.
Products and services
- Play Two (Record Label)
- Play Two Live
- Music Lab for Brand
Quantifiable outcome
- Multiple singles achieving platinum certification (30M+ streams equivalent)
- +1 more outcomes
Companies that use Play Two
Customer profileNamed customers7 records
Segments3 records
Play Two technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Play Two partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor and core.
- HelloWorkminorHR platform collaboration for Naza's assistant manager recruitment campaign. The operation generated over 5,500 applications and was complemented by Konbini editorial coverage featuring influencer Jordan Rotella.
- EnergizerminorBrand activation partnership at Accor Arena where Energizer associated with a Soprano concert through a pre-show audience activation encouraging spectators to 'recharge' the venue's energy symbolically.
- TF1coreMedia amplification partner for brand communications. TF1 provides media reach and distribution for brand partnership activations developed through Music Lab for Brand.
- La Seine MusicalecorePreferred venue partner for brand events including private concerts, drive-in events, product launches, and spectacle sponsorship. Offers rooftop, parvis, and modular indoor spaces for brand activations.
Scale indicators6 records
Recent moves6 records
Expansion highlights5 records
Play Two competitors and assessment
Company assessmentDirect peers
- Believe: Paris-headquartered digital music company providing label services, distribution, and artist development solutions. Comparable as a French indie operator serving independent artists and labels with technology-enabled distribution and promotion.
- Idoles (Idol): Independent French label and publisher with artist roster spanning pop, rap, and variété française. Comparable size, scope, and French-market orientation to Play Two's label division.
- Because Music: Leading French independent label and publisher (home to Stromae, Amadou & Mariam, Christine and the Queens). Closest direct peer: French indie focus, comparable artist roster strategy, phonographic publishing, and integrated live/brand activities.
- Wagram Music: Long-standing French independent label covering a broad cross-section of French and international artists in pop, rock, hip-hop and electronic. Comparable as a domestically rooted indie label with diversified genres and similar headcount scale.
- Tôt ou Tard: French independent label with strong credentials in French chanson, world, and contemporary acts. Comparable as a domestically focused indie label pursuing a comparable A&R and publishing proposition in the French market.
Broad incumbents
- Universal Music France: Leading major-label affiliate in France with the deepest catalog and dominant share of recorded music and publishing. Comparable in market and artist overlap with Play Two, but structurally different in scale.
- BMG: Global integrated music company combining recorded music, publishing, and neighboring rights, founded as a modern integrated alternative to the major labels. Highly comparable 360-degree model across recordings, publishing, and brand/artist services at much larger scale.
- Warner Music France: French arm of Warner Music Group, with a broad French artist roster and concert promotion activities. Direct competitor for French artist signings and brand partnerships at much greater scale.
- Sony Music Entertainment France: French affiliate of a major label group; competes for the same French-language recording and publishing talent as Play Two. Comparable in market overlap but vastly larger scale and catalog depth.
- Live Nation France: French operations of the world's largest live entertainment company, promoting concerts and festivals across the same venues and territories where Play Two Live operates. Comparable in live music ticketing and promotion, but at substantially larger scale.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights5 records
Customer concentration
Play Two social profiles
Digital presencePlay Two financial estimates
Financial estimateRevenue estimate
Valuation estimate
Play Two leadership team
Management profileNumber of profiles
Play Two subsidiaries and ownership
Company hierarchySubsidiaries2 records
Play Two funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Play Two M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Play Two
What does Play Two do?
Play Two is an independent French music label founded in October 2016, operating three integrated divisions: a phonographic record label managing 100+ artists across hip-hop, pop, and variety genres (Play Two); a live events arm producing concerts, festivals, and tours with integrated ticketing (Play Two Live); and a brand music partnership studio creating custom music-driven campaigns for advertisers (Music Lab for Brand). The label is headquartered in Boulogne-Billancourt and operates as a subsidiary of MUZEEK ONE.
Is Play Two a public or private company?
Play Two is a private company. It is classified as corporate owned and is currently operating.
When was Play Two founded?
Play Two was founded in 2016. It employs 11 to 50 people.
Where is Play Two based?
Play Two is headquartered in Paris, France, in the Europe region.
How does Play Two make money?
Three revenue lines are on record. Music Production and Artist Management is the primary driver. The others are live Events and Spectacles and music Lab for Brand (Brand Partnerships).
Who are Play Two's main competitors?
Direct peers on record are Believe, Idoles (Idol), Because Music, Wagram Music and Tôt ou Tard. Broad incumbents are Universal Music France, BMG, Warner Music France, Sony Music Entertainment France and Live Nation France.
Does Play Two have an API?
No public API is recorded for Play Two.
What industry is Play Two in?
Play Two's product category is Music Label Services. Its primary akta.pro industry code is MPAIAAAA, Record Labels (Major & Independent), with a secondary code of MPAGAIAB, Live Music Clubs & Venues. Its NAICS code is 512230 and its SIC code is 7900.