Ariana Grande Side to Side Guess Music

Guess is collaborating with Republic Records to create Guess Music.

The brand is describing Guess Music as a “high energy platform that pairs two industry powerhouses to bring together the world of fashion and music.”

“I came to Paul [Marciano] and was inspired by his love and understanding of how music and fashion drive each other,” said Charlie Walk, the president of Republic Label Group, whose roster includes Ariana Grande, Nicki Minaj, Drake, The Weeknd and DNCE. “So, we created Guess Music, an open door music and fashion platform that gives the ability to collaborate with the biggest artists in the world while additionally helping to launch the next generation of superstars. We wanted to create the opportunity to discover new music together globally.”

Grande introduced the partnership on Sunday with her new “Side to Side” video featuring Nicki Minaj — the pair performed the song the same day at the 2016 MTV VMAs. In the video, which is displayed on Guess’ e-commerce site, Grande and her dancers wear pieces from the brand’s new active collection.

Down the line, Guess and Republic plan to launch a dedicated site where developing artists can submit their demos for consideration. Marciano, the cofounder and chief creative officer for Guess who has discovered talent such as Gigi Hadid, Anna Nicole Smith and Kate Upton, will also look to Instagram. According to Guess, the company won’t act as an agent or management company, but will turn over the talent to Republic and look for opportunities to collaborate.

Following its successful collaboration with A$AP Rocky, Guess is also hoping to produce more capsule collections with artists.

“We had people in London, New York, Beverly Hills, Miami and Tokyo waiting outside of the store at 5 a.m. waiting to pick up his collection. We haven’t had that for years,” Marciano previously told WWD about the collaboration.

Guess and Republic declined to detail the financial terms of the new partnership, but with plummeting album sales and soft foot traffic at retail, this new type of relationship could help accelerate revenue streams for both entities.