Fast delivery startup launches music label for employees

Failed “American Idol” contestants may want to apply for a job with Gorillas.

The bike-based European fast delivery startup, which debuted U.S. operations in New York City in May 2021, has launched a new music label for its workers called Pedal Records. In partnership with MNF, a Berlin-based record label, the company will offer a professional experience to their employees to enter the music industry and to receive support during the release process. 

Since January 2022, Gorillas employees have been able to submit their tracks to Pedal Records. The talent management team, consisting of veteran music industry professionals, checks all incoming songs.

Even if not every submitted piece of music is released - or every artist signed - all Gorillas artists receive a response with feedback and an opportunity to re-submit their tracks. The first Pedal Records tracks have been released.

The Pedal Records platform is also designed to function as a mentoring tool. Once a track has been selected, a professional team will support the artist throughout the release process. Mentoring includes help with tasks, such as mixing and mastering the songs. The tracks are subsequently released on all relevant distribution platforms such as Spotify, Apple Music, and Amazon Music. 

Currently available in Germany, the Netherlands, France, Spain, Italy, and the U.K., as well as the U.S., the Gorillas app provides on-demand grocery delivery via bicycle in 10 minutes or less. To meet this deadline, Gorillas operates various micro-warehouses in each neighborhood it serves. Micro-fulfillment technology automates picking and packing, using robotic systems to efficiently locate and retrieve products stored in a space too compact for human workers.

Gorillas attempts to provide a mobile shopping experience that mirrors a trip to the supermarket, with the in-app “aisles” organized how they would be in physical aisles for easier browsing. The company allows customers to purchase from an assortment of standard grocery items, as well as products from hyperlocal vendors. In all, app users have access to more than 2,000 essential items at retail prices for a delivery fee of $1.80 and no minimum order size.

Delivery personnel are provided full-time employment, and full-time personnel receive benefits traditional employees would receive in similar industries, such as healthcare, bikes, uniforms, and other equipment. Now, they have the opportunity to record and release professional-quality music.

“Since day one, Gorillas has been committed to building a people-centric organization, fostering a culture with creative expression at its heart,” said Deena Fox, global chief people officer at Gorillas. “Whether in the form of custom murals in our warehouses, personalized notes to our customers, or live DJ sets to energize the work environment, we encourage our crew to live our values and to be bold and authentic.

“Together with the Berlin-based indie label MNF, we launched Pedal Records to cultivate our employees' artistic talent and passion for music,” said Fox. “Starting a professional music label is an exciting step for us in expanding our creative culture and I'm looking forward to the world discovering the many talents of the Gorillas' crew.”