LOS ANGELES (CelebrityAccess) – Atlantic Records announced this week that it will be partnering with creative agency R Baron Group to launch a new label called The Machine Works. Warner Music Group subsidiary Asylum Records will handle the label’s marketing, distribution, and promotional efforts.
R Baron Group, which was founded by TK Kimbro and Jeremiah Aubert and specializes in management, marketing, creative direction, A&R, and production, has long had its finger on the pulse of LA’s underground hip-hop scene. The company currently represents a roster of rising talent including management clients Shoreline Mafia, Drakeo the Ruler, AzChike, 1TakeJay, BandGang Lonnie Bands, RonRon the Producer, The Hit Mob, and Bruce 24k.
Commenting on the partnership, Kimbro, who will serve as CEO of The Machine Works, said in a statement: “After the success of Shoreline Mafia and working hand and hand with Atlantic Records we knew this was where we wanted to build our label and incubator. Atlantic is truly the only major label committed to breaking and cultivating new artists.”
Atlantic Chairman & COO Julie Greenwald added: “We’re thrilled to be taking our relationship with TK, Picaso, and the R Baron team to a new level with the launch of The Machine Works. The driving force behind a phenomenal new wave of artists that has transformed the LA hip-hop landscape, they’re a fantastic addition to the Atlantic family. We’re also very happy to be partnering with Asylum to market and develop the Machine Works roster and brand.”
The first acts signed to the new deal are Los Angeles-based emcees AzChike and 1TakeJay.