Atlanta-based imprint Generation Now has extended its joint venture partnership with Atlantic Records.
The partnership between the two started in 2015, and both labels have launched the careers of Jack Harlow, Lil Uzi Vert, and many others. Terms of the deal were not disclosed. The Generation Now roster also includes names like Seddy Hendrix, Sonny Digital, Killuminatii, Carvena, and many more.
“Generation Now was founded with the goals of developing real artists, putting them and their art and the forefront, while still moving the culture forward,” says Leighton ‘Lake’ Morrison, one of the founders. “It’s rare to find a major label that shares those same ideologies but that’s what makes our partnership with Atlantic so unique.”
“Thank you to Julie Greenwald, Craig Kallman, Michael Kyser, Lanre Gaba, and the entire Atlantic staff for believing in us and our artists. We can’t wait to keep making history together. Watch what comes next!”
“We are thrilled to extend our partnership with Generation Now. Lake, [DJ] Drama, and [Don] Cannon are important figures in hip-hop and have always aimed to collectively move the culture forward with their forward thinking and individual expertise,” adds Kyser and Gaba.
“Atlantic and Generation Now share a common vision in the importance of artist development which can be seen with the global success of superstars Jack Harlow and Lil Uzi Vert. We speak for the entire Atlantic Records family when we say we are very much looking forward to this next chapter with Generation Now, as we continue to make history, developing and breaking incredible new talent together.”
Generation Now is also celebrating the 10th anniversary of its Mean Street Studios in Atlanta. The label is currently working on launching another studio to focus on developing talent in Atlanta’s youth by developing an interest in sound engineering, creative writing, and other aspects of the music creation process.