The Collegian

Issue date: 4/9/09 Section: Arts

Media Credit: William Clayton

Media Credit: William Clayton

Junior Tyler Sharette's goal is to find undiscovered music artists, and when he finds them, he wants to clothe them and help them succeed.

Sharette, an art major, and his high school buddy, Ian Sabbag, an economics major at the University of Michigan, have founded Dark North Apparel, a clothing brand the pair from Oakland Co., Mich. say evokes its Michigan roots. It aims to become a recognizable brand sported first by musicians, then by the paparazzi - similar to G-Unit clothes worn by 50 Cent.

"We wanted to make where we were from cool," Sabbag said. "We like the fact that Dark North could one day be standard."

With its first pair of T-shirt designs - a Detroit skyline and a crooked crown like B.I.G wears - Dark North is scouring the world of underground musicians for artists that Sharette and Sabbag think could make it onto major record labels. They'll endorse and market the ones with promise.

And if their bets pay off, rising musicians wearing Dark North digs could carry the college pair up, too.

"It's kind of far-fetched, but hopefully we're going to find someone who has what it takes," Sharette said. "If we find someone - the diamond in the rough - if they make it, then they'll take us to the top. Hopefully it will pluck a chord with somebody and then it'll be gold."

Dark North sold several hundred shirts and launched a MySpace page in January. It already has 1,800 friends - including rappers Jay-Z and Kanye West. Another face appearing on the friends list is Young B, just the kind of talented up-and-coming no-name the pair was looking for and the first to sign with Dark North.

"We thought if we made him cool, that would help him go somewhere," said Sabbag, who completed an online marketing internship with Filter Magazine in August.

By May 1, the company plans to finish designing its MySpace page (www.myspace.com/darknorthapparel), launch its own Web site and online store (www.thedarknorth.com), start a Twitter and release photos and a music video of Young B and another rapper, Frank Sin, wearing Dark North apparel. They also want to advertise next year at art festivals and sponsor college parties featuring Dark North branded artists, Sharette and Sabbag said.

Sharette said his proximity to the college scene may make it easier for him to spot talent than for a record label executive. Once he finds talent, his clothing brand, marketing and personal connections - Sharette and Sabbag both hail from families with roots in the music business - could add an element of professionalism, making it all the more likely for an artist to get picked up by a record label.

"We've got our ears to the streets and that's not what some rich business guy has," Sharette said. "We're the direct link to what some of these major music industries want. In underground music, all these musicians want someone to be their logo. [It] makes them look legit. It makes us look legit. Dark North is just that one thing that could help get you out there. We're just kind of the middleman."

But Sharette and Sabbag aren't alone in their venture. In addition to their family connections, many high school friends are entering complimentary fields like video production, photography, beat-making, Web design, CD covers, marketing, advertisement and business law making their marketing ventures all the more feasible.

"We're all trying to keep the connections we made over the years and it's all starting to go somewhere," Sharette said.

Though Young B and Frank Sin both rap, Sharette, whose favorite music ranges from "Indie rock to hip hop to techno to jazz," said he wants his designs to appeal to a variety of musicians - and maybe even skateboarders and snowboarders.

He got his love for multiple genres from his dad and grandfather, both musicians, he said.

"Tyler has a wide variety of tastes in music," said Sharette's father, Vance, 47, who has played drums since childhood. "I'd like to take the credit for that, but I go all the way back and give the credit to my dad because that's what he did with me."

His dad is "extremely proud" of the path his son's artistic talent has taken.

"It's kind of strange, because Tyler is so good at a different kind of art. [Art] is something where his heart is and that's where his artistry flows - through his hands," he said.

Sharette's roommate, junior Richie Vershay agreed.

"I think he's got the type of talent artistically that as a clothes designer, I think he'll be able to succeed in that field," he said. "I really like the art that he makes, draws and creates. I told him, 'As soon as you guys have got a hat to sell, I'll buy it.'"

Ultimately for Sharette, starting a business was a venture he couldn't pass up.

"I don't want to think back in 10 years and say, 'Hey, we should have started something.' Why would I wait 'til I'm looking for a job after college? We're hoping for complete domination and success."

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