Max Lousada has ordered a Campari and soda; Julie Greenwald, a Paloma. Colorful drinks for colorful personalities — fizzing with energy over what’s coming next.
What’s coming next… is precisely why MBW is here, chewing on a chopped salad at Soho Mews House, West London, and listening to Lousada and Greenwald lay out the blueprint for 26.2 – their new venture, launched in a strategic partnership with Sony Music.
26.2 is a record label – and proudly so. Not a distributor, not a joint venture, and not a services platform.
Two weeks ago, the pair signed a strategic partnership deal with Sony Music in NYC, including investment and global distribution through the Sony system.
They’re already talking to artists and have opened 26.2 offices in New York and London.
“I’m super romantic about running a real record label,” Greenwald tells MBW. “I love being in service of artists, of art, and of greatness.”
“Fundamentally, we believe that there is too much conversation today on the distribution of art versus the creation – and the raising up – of that art.”
Max Lousada, 26.2
The company’s name — a reference to the distance inmiles of a marathon — signals its intent: fewer artists, deeper commitment, longer timelines.
“We are music and art-first and digital solutions-second, not the reverse,” says Lousada. “Fundamentally, we believe that there is too much conversation today on the distribution of art versus the creation – and the raising up – of that art.”
“When you play in culture, it’s a different thing from chasing audience,” he adds. “Initially, you’re not playing for scale. You’re playing for meaning and impact, and then it grows from there.”
MBW hears the duo flirted with Wall Street investment — and were in serious conversation with private equity big-hitters — before concluding that financial incentives and A&R instincts don’t always pull in the same direction.
Lousada and Greenwald say their new deal satisfies a craving to build their own team, operate globally, and control their company, but with a partner who “understands that artist development takes time, and isn’t a straight road”.
Lousada points to a 25-year personal relationship with Sony Music boss Rob Stringer as the foundation for the deal, while citing Sony Music’s entrepreneurial culture and its track record of supporting independents via The Orchard, AWAL, and label partnerships.
“Rob’s got that ‘let’s get it done’ attitude,” says Lousada. “He has great credibility and trust with the independents Sony works with, because he ensures they can navigate the [major label] system to everyone’s benefit.”
So why launch 26.2 together, rather than go it alone?
Greenwald and Lousada spent the last 20 years working together at Warner Music Group.
Lousada is direct: “Partnership. Having someone who can co-create the vision, who can give you breadth in your combined skill set – that’s really important.
“You want a partner that can be like, ‘This shit isn’t so deep, let’s have fun,'” he says. “Or, ‘Okay, this is a fire – it’s time for us to run in and pull people out.'”
“We have a shared vision and enthusiasm for this next chapter, and no one is going to have more fun.”
Julie Greenwald, 26.2
Greenwald says of Lousada: “I trust this guy. I love this guy. We have a shared vision and enthusiasm for this next chapter, and no one is going to have more fun.”
Lousada is clear-eyed about the industry environment 26.2 is entering. “Breaking artists is really hard today, but it’s always been really hard,” he says. “It’s never been easy!
“But look at what’s happening: music is more valuable than ever. Patience, conviction, and having the right team around artists — it’s more important than ever.”Music Business Worldwide
