Independent music company Exceleration Music has struck a strategic partnership with Atlanta-based Christian hip-hop label Reach Records.
The deal, which is centred exclusively on new music released from 2026 onwards, will see Reach receive global physical and digital distribution via Exceleration's in-house distributor Redeye Worldwide, alongside marketing services to support its continued expansion.
It also marks a double first for US-hailing Exceleration, with Reach becoming both its first hip-hop partner and first Christian music label.
According to the announcement, Redeye's global distribution network will "significantly" expand Reach's physical music business by bringing its releases to fans at scale for the first time through retailers and D2C channels.
"Through their dedicated commitment to the genre, Reach has built a thriving creative community within Christian hip-hop and achieved true brand identity," said Glen Barros, managing partner at Exceleration Music. "As a result, they have become an outright leader in the genre, serving both their artists and fans. Given Exceleration’s mission to empower independent music, we hope to provide Lecrae, Ben and the incredible Reach team with additional resources that will enable them to amplify their efforts and elevate the label to new heights."
Under the terms of the agreement, Reach will maintain creative and operational independence, and will continue to operate under its current leadership and team.
This partnership lets us pour into more artists and build more of the infrastructure our community is hungry for, so the music impacts even more people
Lecrae, Reach Records
The partnership launches with US poet/hip-hop artist Jackie Hill Perry's new single Clean, which also marks Reach’s first release on the KiTalbum format – a hybrid physical-digital music format that bundles albums, exclusive tracks and bonus content into a collectible device. The chart eligible bundle also includes Hill Perry's 2025 album Blameless.
Founded in 2004, Reach Records has launched the careers of artists including Lecrae, Jackie Hill Perry, Hulvey, KB, Andy Mineo and Limoblaze.
"Having come up as an artist and executive, I know what it means to have people believe in you and your vision," said Lecrae, president and co-founder of Reach Records. "Christian hip-hop isn't on the sidelines anymore, it's shaping culture, and the people making it deserve a home that understands the space. This partnership lets us pour into more artists and build more of the infrastructure our community is hungry for, so the music impacts even more people. That's what excites me most."
Ben Washer, CEO of Reach Records, added: "We've spent two decades building Reach, and I'm proud of what we've made. For a partnership to make sense, whoever we work with has to share how we do things. That means integrity, transparency, and allowing us to lead the creative and the brand the way we always have.
"We've had the opportunity to reflect on what the next stage of Reach should look like and we're excited to be partnering with Exceleration – a partner that we trust and backs our vision. I'm excited about what we will achieve together."
PHOTO (L-R): Ben Washer & Lecrae
