Warner Records has entered into a joint venture with TalentX Entertainment, the social media talent management firm co-founded by Warren Lentz, Tal Fishman, Jason Wilhelm, Michael Gruen and Josh Richards.
The JV sees the creation of TalentX Records, with TikTok star Josh Richards named the first signing on the label.
TalentX has also previously inked a deal with Sony/ATV Music Publishing
The company’s music division is headed up by VP of Music, Gavin Rudolph, who previously worked at Maverick Management, where he worked with the team that managed artists such as Britney Spears, Aerosmith, and Ty Dolla $ign.
“TalentX is at the forefront of the social media revolution, particularly with the early discovery of breakout talent.”
Aaron Bay-Schuck, Warner Records
Aaron Bay-Schuck, co-Chairman & CEO of Warner Records, said: “TalentX is at the forefront of the social media revolution, particularly with the early discovery of breakout talent.
“Warren [Lentz] and the TalentX team are true forward thinkers, have incredible instincts, and amazing relationships along with a wealth of experience.
“I, alongside Tom [Corson] and our entire team, am excited to partner with them and take these artists – beginning with the great Josh Richards — to the next level.”
“We want to give our creators the best possible opportunities to turn their platforms into meaningful, long-lasting careers.”
Gavin Rudolph, TalentX
Gavin Rudolph added: “We want to give our creators the best possible opportunities to turn their platforms into meaningful, long-lasting careers.
“We’re putting a lot of time and effort into personally developing each of these artists to make sure that the end product is of the highest quality.”
“TikTok is the next-generation talent incubator that will shape culture more than people realize.”
Warren Lentz, TalentX
TalentX CEO Warren Lentz, said: “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, and TalentX Records will be at the forefront — developing talent and launching careers.
“With a global reach, visionary leadership, and an artist list that includes A-listers from Dua Lipa to The Black Keys, we’re thrilled to be partnering with Aaron Bay-Schuck, Tom Corson, and the entire Warner Records team, as they are a perfect fit for this monumental move.”
Music Business Worldwide