Will Josh Richards be the next new music star to emerge on TikTok? TalentX certainly hopes so. It’s the digital talent management company behind influencer collective Sway LA, of which Richards is a member, and he’s the first signing to the company’s new label TalentX Records.
It’s a partnership with Warner Records, which it claims is a first, and follows partnerships with Sony/ATV and management firm Ozone Entertainment, along with the appointment of a full-time head of music, Gavin Rudolph.
Keen followers of the TikToker penis-disparaging diss-tracks scene will already have a sense of Richards’ artistic merits: his ‘Still Softish’ song from earlier in 2020 has done 27.7m YouTube views and 11.7m Spotify streams.
Anyway, TalentX’s boss Warren Lentz has high hopes for the new label. “TikTok is the next-generation talent incubator that will shape culture more than people realize. Think Shawn Mendes on Vine in 2012 or Justin Bieber on YouTube in 2007. TikTok will do that many times over,” he said.