Hip-hop tastemaker Adam Grandmaison, aka Adam22, has teamed with Atlantic Records to launch No Jumper Records.
The label is an offshoot of YouTube channel No Jumper, which has garnered 241 million views since launching in 2012.
Based in Los Angeles, the channel features interviews with rappers and has had a hand in the career of XXXTentacion, whose second album is currently heading for No.1 in the US.
Other interview subjects include the likes of Lil Yachty and the Suicide Boys.
No Jumper was launched by Grandmaison who wanted to provide a platform for interviews with underground hip hop acts.
A label was hinted at in a Rolling Stone article published last year, where Grandmaison said label execs “want to give me a bunch of money to do a joint label deal with them.”
That deal has been done with Warner imprint Atlantic Records, according to a tweet posted this week by Adam22.
The first release from No Jumper records is ‘Hard’ by Tay-K and Blocboy JB.
Music Business Worldwide