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Warner’s Atlantic allies with hip hop management firm R Baron Group

By | Published on Wednesday 20 February 2019

Warner Music

Warner Music’s Atlantic Records in the US has announced an alliance with artist management firm the R Baron Group that will see the two companies launch a new label together to be known as The Machine Works.

The management firm, founded by TK Kimbro and Jeremiah Aubert, has an existing relationship with Atlantic via one of its management clients, Shoreline Mafia. The first signings to the new label also come from the R Baron Group management roster, they being LA-based AzChike and 1TakeJay.

Announcing the deal, Atlantic COO Julie Greenwald said: “We’re THRILLED to be taking our relationship with TK, Picaso and the R Baron team to a new level with the launch of The Machine Works. The driving force behind a phenomenal new wave of artists that has transformed the LA hip hop landscape, they’re a fantastic addition to the Atlantic family”.

Commenting from the other side of the deal, Kimbro added: “After the success of Shoreline Mafia and working hand and hand with Atlantic Records we knew this was where we wanted to build our label and incubator”. He then added, somewhat boldly, “Atlantic is truly the only major label committed to breaking and cultivating new artists”.