Atlantic Records has partnered with West Coast creative agency R Baron Group on a new label, The Machine Works.
The first acts signed to the label are LA MCs AzChike and 1TakeJay. Atlantic Records will work with Asylum Records on marketing, distribution, and promotional efforts for The Machine Works and its roster.
Founded by TK Kimbro and Jeremiah Aubert, R Baron Group specialises in management, marketing, creative direction, A&R and production. Management clients include Shoreline Mafia, Drakeo the Ruler, AzChike, 1TakeJay, BandGang Lonnie Bands, RonRon the Producer, The Hit Mob, and Bruce 24k.
“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,” says Kimbro, CEO of The Machine Works. “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,” said Atlantic chairman & COO Julie Greenwald. “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.”