Parachute has announced a new "mainstream-facing commercial entity" named SMOKE that will focus on artist management, creative & commercial services, and events.
It will also house Smoke Studios, a creative collective helping musicians make their art into a living by teaching them to develop commercial music and radio jingles.
In an email sent out to Parachute supporters, CEO Mark de Jong said "Smoke Studios is a great, practical way for us to help musicians make a living from their art".
The announcement of their latest endeavour comes two months after it was revealed that the annual Parachute Music Festival would be coming to an end.
De Jong also made it clear that Parachute Music will continue as a not-for-profit charity, with an emphasis on advocating for Christian musicians in the industry.
To top it all off, they've promised to keep us posted on the development of two concept tours planned for later this year, featuring a range of artists in their network.
Exciting times indeed for Parachute!
Check out their new websites for SMOKE and Parachute Music, and keep your eyes peeled for future announcements.