More Than Music

Umbrella Union stands for persistent passion—a genuine love of craft, in every form of creativity

Persistent Passion
Some people don’t just like something—they genuinely love it. It stays with them over time, bringing joy, focus, or meaning—whether they practice it themselves or return to it again and again.
Creativity Is Universal
Artists, bakers, builders, musicians, parents. If creativity moves you—Fitzgerald is your friend.
Independent by Design
The Union wasn’t formed around a single artist or moment. The umbrella stands on its own—so everyone under the canopy can thrive without dependency.

Meaning comes from connection.

An Ecosystem, Not an Extraction Model

Artist Ownership
Across much of the creative economy, artists are asked to trade ownership for exposure. The Union is built to support artists while respecting their rights and independence.

Many platforms give creators less than half of the revenue their work generates.
Multiple Revenue Paths
On most platforms, creators rely on a single income stream. Umbrella Union was designed to support multiple paths—from branded goods to original work—so artists aren’t forced into one model.

Most creators today depend on one primary income source, increasing vulnerability to market shifts.
Brand as Infrastructure
Rather than extracting value, the umbrella is meant to create leverage—growing independently so artists don’t have to carry that burden alone.

On many platforms, creators must license rights to participate, limiting control over their own work.

An icon only matters if it carries real meaning. Fitzgerald exists to protect that meaning—for the people creating and the people who recognize it.

It’s not about chasing what’s new. It’s about holding onto what matters.