Atlantic Records has partnered with West Coast-based creative agency R Baron Group to launch a new label called, The Machine Works.
The first acts signed to the new deal are Los Angeles-based emcees AzChike and 1TakeJay.
Atlantic Records will work in tandem with Warner Music Group subsidiary Asylum Records on marketing, distribution, and promotional efforts for The Machine Works and its roster.
Music management company R Baron Group, founded by TK Kimbro and Jeremiah Aubert, specializes in management, marketing, creative direction, A&R, and production.
The duo 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.
The success of Shoreline Mafia and RonRon The Producer, specifically, has propelled R Baron Group to mainstream status, including multiple sold-out tours, over 400 million digital streams, and a documentary in conjunction with Red Bull Music entitled, Architects of the New LA Sound.
“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.”
TK Kimbro, The Machine Works
TK Kimbro, CEO of The Machine Works said: “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.”
“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.
Julie Greenwald, Atlantic
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.”Music Business Worldwide