Rostrum Pacific sets sights on physical distribution with Fat Beats acquisition, hires Universal veterans
Rostrum Pacific, the recently-formed parent company of indie label Rostrum Records, announced on Thursday (January 25) that it has acquired indie hip-hop distributor and e-commerce retailer Fat Beats.
The company announced at the same time that it has hired two Universal Music Group (UMG) veterans – Kevin Engler and Bobby Israeli – to key positions at the company.
Engler, who spent nearly two decades at UMG, most recently as Vice President of Commercial Strategy at UMG division Ingrooves, was named Fat Beats’ General Manager.
“Having managed an $80 million annual global physical business, Engler’s depth of knowledge and experience is invaluable to Fat Beats as it enters this next chapter,” Rostrum Pacific said in a statement.
Israeli, who led the e-commerce teams and strategy for UMG’s east coast labels, including Def Jam Records, Island Records and Verve Music Group, will be the new Head of E-Commerce at Rostrum Pacific.
At UMG, Israeli led direct-to-consumer campaigns for Justin Bieber, Demi Lovato, Shawn Mendes, Snoop Dogg, The Killers and others, and collaborated with brands including Gap, Puma, Balenciaga, Kith, Disney and Absolut.
His “experience in building strategies for artists’ official stores that maximize sales and chart debut impact will be essential to his new role at Rostrum Pacific,” the company said.
Fat Beats began in 1994 as a hip-hop vinyl store in Manhattan’s Lower East Side, launched by Joseph Abajian (DJ Jab). According to its about page, it “quickly became an integral hub for artists, both aspiring and established, to convene and collaborate on new projects.”
The location hosted in-store performances by the likes of Jay Z, Eminem, Outkast, Mos Def and others. In the late 1990s, it expanded to new locations in Amsterdam, Atlanta, Los Angeles and Tokyo. However, as music shifted to digital, those locations were shuttered, with the last Fat Beats brick-and-mortar stores closing in 2010. Its retail operations have since focused on e-commerce.
“One of our goals has been to get vertically involved with physical distribution, and Fat Beats is a key part of that strategy.”
Benjy Grinberg, Rostrum Pacific
Fat Beats also grew to encompass a record label and distribution, which the company calls its “strongest and most enduring enterprise.”
Fat Beats’ strength in distribution and e-commerce “provides a new benefit to Rostrum artists,” Rostrum Pacific said.
At the same time, Fat Beats, which will continue to operate as its own entity, will benefit from Rostrum’s resources and tools, including Rostrum Pacific’s catalog marketing arm, Spaceheater.
“Fat Beats is a legendary brand that I’ve been a fan of for decades,” Rostrum Pacific Founder and CEO Benjy Grinberg said in a statement.
“From Rostrum Records to our most recent expansion of Rostrum Pacific, we’ve diligently outlined the next 20 years of our company. One of our goals has been to get vertically involved with physical distribution, and Fat Beats is a key part of that strategy.”
He added: “Together we can offer a level of professionalism, strategy, and forward thinking that most physical companies lack. The ability to acquire Fat Beats and help it grow to new heights is incredibly exciting for us.”
“We have found the perfect custodians in Benjy and the Rostrum Pacific team, and we’re confident that Fat Beats now has the expertise and resources to continue growing well into the future.”
Joseph Abajian, Fat Beats
Abajian said: “As a pillar of the independent hip hop community since 1994, it was important to me to ensure what we’ve built over the last 30 years is well cared for and respected.
“We have found the perfect custodians in Benjy and the Rostrum Pacific team, and we’re confident that Fat Beats now has the expertise and resources to continue growing well into the future.”
Rostrum Records, founded by Grinberg, marked its 20th anniversary in 2023, having signed and developed artists including Mod Sun and Nitty. The label discovered Wiz Khalifa, who has become one of hip-hop’s most-prominent artists, and Mac Miller, who had the first independently released debut album to land at # 1 on Billboard’s Top 200 since 1995.
The label’s current roster includes multi-genre artists such as DC The Don, Alé Araya, Lou Phelps, Fat Nick and others.
Last year Grinberg reorganized the label and its sister companies under the new umbrella firm Rostrum Pacific, which bills itself as a “multi-faceted entertainment company” that brings together Rostrum Records, Spaceheater, and now Fat Beats.
Rostrum Records last year signed a global distribution deal with ADA Worldwide, Warner Music Group’s indie label and artist services division. Under the deal, ADA provides worldwide distribution services for Rostrum’s entire label catalog, as well as new releases.Music Business Worldwide
