Music CEO Kei Henderson has entered into an artist development joint venture with sound cloud.
According to a press release, the deal will help Henderson and SoundCloud develop the “next generation of artists” through the label arm of her Atlanta-based music company, Third & Hayden.
Singer/songwriter/multi-instrumentalist Jordan Hawkins and rapper Key of Atlanta! were the first registrants of the Third & Hayden trademark.
SoundCloud says the new venture is part of a so-called ‘listing’ business, which it adds is “focused on providing independent artists with distinct tools and services to advance their careers”.
This premier artist service sees particularly successful independent artists ‘sign in’ directly to SoundCloud. These deals show the company paying upfront and investing in the artist’s marketing etc (just like a traditional record label might do).
Earlier this year, SoundCloud succeeded Venture dealing with Solid Foundation, the creative and management services arm of media conglomerate QC Media Holdings, both owned and operated by music industry veterans Kevin “Coach K” Lee and Pierre “P” Thomas.
Third & Hayden, which operates labeling, management and publishing services, will operate out of Atlanta’s BNDWTH Studios.
Besides Hawkins and Key! On the label side, the company will manage a range of artists including Ben Reilly, Asiahn, Kenneth Whalum, Annahstasia and Nutso Thugn.
Henderson managed Key! in early 2011, who then introduced her to 21 Savage in 2014, who SoundCloud said, “she transformed from a local Atlanta champion into a global phenomenon in a short period of time. short”.
Henderson later became one of three co-founders of the publishing and label management company SinceThe80s – part of Motown and Capital – where they have developed many artists including Jordan Hawkins.
In February, how MBW told you all about SoundCloud become more than an artist services business.
In October, sound cloud launched a creator console and a new name for its artist services platform, now called SoundCloud for Artists.
‘SoundCloud for Artists’ was formerly known as ‘Repost’ which SoundCloud buying in May 2019 for about 15 million USD.
The artist services portion of SoundCloud’s business has accelerated since Repost was acquired in 2019, with Repost playing a central role in this service strategy.
For the 2020 report, SoundCloud organize your business into two parts:
(i) SoundCloud network, which includes the company’s core business, including listener subscriptions to the company’s streaming service plus creator subscriptions to the service business /distribution of the company; and
(ii) ‘Creator Services’ includes the total royalties earned from music distributed by SoundCloud to other services on behalf of registered artists Resubscribed by SoundCloud and Selected Repost.
(SoundCloud says that from 2021 on, it will organize its business slightly differently, again into two operating divisions: (i) Fans will pay for advertising and money. subscriptions accrued by their consumer-facing streaming service; and (ii) Creators will pool together creator-paid subscriptions to SoundCloud / Repost along with earned loot money from their music on other platforms.)
“We want artists to achieve success as independents to lay the foundation for their long careers and grow their careers with leverage and creative control.”
Kei Henderson, Third & Hayden
Kei Henderson, founder of Third & Hayden, said: “We want artists to achieve success as independents to lay the foundation for their long careers and grow their careers by leverage and creative control.
“What we were able to build with 21 Savage early and iterate with SinceThe80s is the blueprint for how we work with our artists, and I am grateful to have been a part of both brands.” this one from the very beginning.
“SoundCloud is often one of the first points of contact for indie artists, and I feel like an important part of my career is building a brand with artists from day one – for this reason. , they are the best partner for what we are building. We are intending to develop the platform.”
“Kei has a proven track record in finding and nurturing the next generation of talent so partnering with Third & Hayden is simply the right fit.”
Jessica Rivera, SoundCloud
Jessica Rivera, SoundCloud’s SVP & Global General Manager, said: “Kei has a proven track record in finding and nurturing the next generation of talent so partnering with Third & Hayden is simply the right fit. fit.
“We are excited about developing this joint venture with such a respected creator and industry leader who shares SoundCloud’s dedication to providing solutions and empowering artists when They take their careers to the next level in their own way.”Global Music Business
