"Not a label, but we could be."
As music mini-scenes seeminly appear out of nowhere and are reblogged into the ether hours later, maintaining relevancy in today's tech-culture tornado seems like an impossible task. So it's surprising that, at a time when everyone's just trying to grab onto that one set of coattails, the newly-formed 740 Project's client list rolls out like a magician's scarf: Migos, YMCMB, OG Maco, Rick Ross' Maybach Music Group, Wiz Khalifa's Taylor Gang, Lil Boosie, K Michelle, Kevin Gates and on and on. They describe themselves as "not a label, but we could be." In actuality the business is something along the lines of a marketing agency that artists and executives trust with branding, strategy, A&R, art direction and anything that falls under product management. Oh, and it should be said: 740 Project is two people.
Those two are Jesse "Punch" Edwards and Rahim "The Dream" Wright, who had been sharing an office on Atlantic Records' 28th floor, where Punch says they grew tired of "updating Facebook pages and figuring out ways to partner with RapGenius." While there, they had each built up massive rosters on their own, separate from one another or from their hired responsibilities. Rahim brought in Migos, for instance. These side hustles had become too lucrative and interesting compared to their nine-to-five jobs. Late last fall, finally fed up, Punch headed to chairman/COO of Atlantic Records Julie Greenwald's office to quit. "Not until a certain point" was Greenwald aware of Edwards' and Wright's side jobs.