SoundCloud enters artist growth JV with Kei Henderson’s Third & Hayden


Music government Kei Henderson has entered into an artist-development three way partnership with SoundCloud.

In line with a press launch, the deal will see Henderson and SoundCloud develop “the subsequent technology of artists” by way of the label arm of her Atlanta-based music firm, Third & Hayden.

LA-based singer/songwriter/multi-instrumentalist Jordan Hawkins and Atlanta rapper Key! are the primary signees on the Third & Hayden label.

SoundCloud says this new three way partnership is a part of its so-called ‘roster’ enterprise which it provides “is targeted on offering unbiased artists with bespoke instruments and companies to advance their careers”.

This top-tier of artist service choices sees notably profitable unbiased artists ‘signal’ direct to SoundCloud. These offers see the corporate pay advances and spend money on artist advertising and marketing and many others. (simply as a conventional document label may).

Earlier this 12 months, SoundCloud struck a three way partnership take care of Stable Basis, the administration and inventive companies arm of the media conglomerate QC Media Holdings, each owned and operated by music trade veterans Kevin “Coach Ok” Lee and Pierre “P” Thomas.

Third & Hayden, which runs label, administration, and publishing companies, will function out of Atlanta’s BNDWTH Studios.

Along with Hawkins and Key! on the label aspect, the corporate will handle a spread of acts together with Ben Reilly, Asiahn, Kenneth Whalum, Annahstasia, and Nutso Thugn.

Henderson managed Key! early on in 2011 who then launched her to 21 Savage in 2014 whom, SoundCloud says, “she remodeled from an area Atlanta champion to a world phenomenon in a brief time period”.

Henderson then grew to become considered one of three co-founders of label administration and publishing firm SinceThe80s – underneath Motown and Capitol – the place they developed a number of artists together with Jordan Hawkins.


In February, MBW instructed you all about how SoundCloud is changing into extra of an artist companies enterprise.

In October, SoundCloud launched a creator dashboard and a brand new identify for its artist companies platform, which is now known as SoundCloud for Artists.

‘SoundCloud for Artists’ was previously referred to as ‘Repost’ which SoundCloud acquired in Might 2019 for round $15 million.

The artist companies a part of SoundCloud’s enterprise has accelerated since Repost was acquired again in 2019, with Repost taking part in a central position on this companies technique.

For its 2020 report, SoundCloud organized its enterprise into two divisions:

(i) SoundCloud Community, which lined the agency’s fundamental enterprise inclusive of listener subscriptions to its streaming service plus creator subscriptions to its distribution/companies enterprise; and

(ii) ‘Creator Companies’ which lined the gross royalties being pulled in by music distributed to different companies by SoundCloud on behalf of artists signed as much as Repost By SoundCloud and Repost Choose.

(SoundCloud stated that, from 2021 onwards, it’s organizing its enterprise barely in another way, as soon as once more into two working divisions: (i) Followers will cowl adverts and subscription cash accrued by its consumer-facing streaming service; and (ii) Creators will pull collectively the subscriptions paid by creators to SoundCloud / Repost alongside the spoils of the monetization of their music on different platforms.)

“We wish artists to search out success as independents to set the muse for long-term careers and transfer by their careers with leverage, and inventive management.”

Kei Henderson, Third & Hayden

Kei Henderson, founding father of Third & Hayden, stated: “We wish artists to search out success as independents to set the muse for long-term careers and transfer by their careers with leverage, and inventive management.

“What we have been capable of construct with 21 Savage early and once more with SinceThe80s is the blueprint for the best way we’re working with our artists and I’m so grateful to have been part of each of those manufacturers from the beginning.

“SoundCloud is usually one of many first contact factors for indie artists and I really feel an incredible a part of my profession has been model constructing with artists from day zero – because of this they’re the perfect associate for what we’re constructing. We’re being intentional on floor up growth.”

“Kei has a confirmed monitor document of discovering and fostering the subsequent technology of expertise so partnering with Third & Hayden was merely the proper match.”

Jessica Rivera, SoundCloud

Jessica Rivera, SoundCloud’s World SVP & Normal Supervisor, stated: “Kei has a confirmed monitor document of discovering and fostering the subsequent technology of expertise so partnering with Third & Hayden was merely the proper match.

“We’re enthusiastic about creating this three way partnership with such a revered trade chief and inventive who shares SoundCloud’s dedication to offering options and empowering artists as they take their careers to the subsequent degree on their very own phrases.”Music Enterprise Worldwide



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