Warner Music has launched Atlantic Records Germany.
The announcement follows the launch of Atlantic Records Russia in March, which took place after Warner Music acquired indie label Zhara, and Atlantic Records Benelux in November.
Based in Berlin-Kreuzberg, Warner says that the label will be dedicated to discovering and promoting German hip-hop, “with a special focus” on underground rap, which the label says has exploded in popularity in recent years.
The label’s first major signing is Yung Hurn, which Warner says is “one of the most influential German-speaking artists of the last few years”.
The deal marks the first time Yung Hurn has partnered with a major label.
Yung Hurn is an Austrian rap artist from the Viennese district Donaustadt. He first broke through in 2015 with his EP, Wiener Linien.
Warner says that the label will benefit from close collaboration between the recorded music and music publishing arms of Warner Music Group.
Warner Chappell Music saw its market share of domestic repertoire rise to more than a third (33.64%) in Germany last year, driven, according to the publisher, by its investment in German hip-hop, aka ‘Deutschrap’.
Natascha Augustin, VP at Warner Chappell Music Germany, who works as an A&R exec with many of the biggest names in German rap, is taking on an additional, consultancy role with the label, while continuing to act as creative lead at the publisher.
Warner says that Atlantic Records Germany will become “a creative hub in Berlin”, and will offer regular sessions via programs such as SHE, an all-female rap camp, and Foreign X Change, where international producers meet up for sessions and collaboration tracks with local artists.
The label says that it “is also committed to creating a safe space for creatives and artists, and to support more gender equality within the traditionally male-dominated rap culture”.
“I’m so excited that the iconic Atlantic Records label is coming to Berlin.”
Natascha Augustin said: “I’m so excited that the iconic Atlantic Records label is coming to Berlin.
“I think it’ll be a natural home for some of the most artists exciting on the scene, so I’m delighted to offer some guidance and support based on my experience of working in the genre.”
“The launch of Atlantic Records Germany will really electrify the market here.”
Doreen Schimk and Fabian Drebes, Warner Music Central Europe
Doreen Schimk and Fabian Drebes, Co-Presidents Warner Music Central Europe, added: “The launch of Atlantic Records Germany will really electrify the market here.
“We have one of the most exciting rap scenes in Europe and we want to work with the best of its artists to offer them a platform and support for long-term careers in this business.
“And we’re so excited to sign Yung Hurn as our first artist on the label.”
“Atlantic Records has been home to generations of legendary artists and it’s played a significant role in the evolution of hip-hop. We believe Atlantic Records Germany can have a similar cultural impact.”
Simon Robson, Warner Recorded Music
Simon Robson, President, International, Warner Recorded Music, said: “Atlantic Records has been home to generations of legendary artists and it’s played a significant role in the evolution of hip-hop.
“We believe Atlantic Records Germany can have a similar cultural impact, tapping into the fast-evolving scene there and helping elevate its most creative artists, amplifying their voices and their stories, and bringing their music to the widest possible audience.”Music Business Worldwide