‘Ganger’ Rapper Veeze Partners With Warner Records To Launch JV Label Navy Wavy

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Veeze, who’s partnered with Warner Records to launch a JV label called Navy Wavy. Photo Credit: Shot By Mel/Warner Music Group

On the heels of the commercially successful release of Ganger, Detroit-based rapper Veeze has partnered with Warner Records to launch a label called Navy Wavy.

Warner Records and the Navy Wavy (2019) artist formally unveiled their tie-up this morning, less than one month out from the start of a 22-date tour in support of the aforementioned Ganger. Though the involved parties didn’t disclose many details about the newly minted label itself, they did tout a perceived opportunity to make Veeze “one of the most important artists in music.”

“Veeze is the definition of how being resilient, teachable, loyal, as well as remaining true to yourself, can ultimately change your life for the better,” Veeze manager Terrence “Snake” Hawkins said in part. “This partnership will open doors not only for Veeze to grow as an iconic artist, but also pave the way for his Navy Wavy imprint.”

“What Veeze and Snake have built independently is nothing short of spectacular,” Warner Records CEO and co-chairman Aaron Bay-Schuck added in part. “Veeze is joining the Warner family with commercial success, real fandom, and incredible momentum, and we look forward to now adding our own expertise to make Veeze one of the most important artists in music.

“The relationship between Gee Roberson and Jean Nelson of [Atlanta-based “talent, artist management and distribution powerhouse”] Blueprint – who were instrumental in bringing Veeze into Warner – Snake, and myself goes back over 20 years, so it’s a real full circle moment for us all to now be back in business together,” he continued.

The Veeze pact is the newest in a series of noteworthy projects – and particularly joint-venture labels – announced by the overarching Warner Music Group (WMG) as of late.

One month ago, for instance, the Protect the Culture parent Warner Records and its A&R president, Steve Carless, debuted Defiant Records, which they indicated will work to sign and develop acts “who are always challenging the status quo.”

Then, after closing out August by inking a distribution deal with China’s Lay Zhang, Warner Music kicked off September by finalizing a JV agreement with 10K Projects, the label of Universal Music Group (UMG) head Lucian Grainge’s son Elliot. The younger Grainge, whose operation has helped to popularize the likes of Trippie Redd and Ice Spice, also joined WMG’s executive roster.

Meanwhile, UMG two days back launched a label called Desi Trill Music with Roc Nation vets Shabz Naqvi and Ty-Ty Smith. Desi Trill, the execs relayed, will look to popularize a genre of the same name, which “combines the musical style of South Asian artists with modern genres.”