Harvest Entertainment will be run by the managing director, Ric Salmon, a former vice-president of Warner Music International, and will represent artists who want to create and release music, while retaining their own copyright.
Matt Jagger, the founder of Naked Ventures, Naked's content division, will sit on Harvest's board. The company will look to partner brands with artists to help fund the recording and marketing of music without a record label.
Harvest's board will also include representatives from Upfront Promotions. Upfront handled Prince's recent deal with The Mail on Sunday, where he gave away his latest album free with the paper.
The new company will offer a range of services, from supplying music for ads to offering chances to sponsor tours. Salmon said: "Harvest offers a full-service platform, partnering the artist with a culturally, demographically and stylistically appropriate brand."