Atlantic Records announced today (Feb. 19) it’s partnership with creative agency R Baron Group to launch a new label calld The Machine Works. Atlantic will work with the Warner Music Group subsidary Asylum Records for promotions, marketing and distribution.
“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,” said The Machine Works CEO TK Kimbro in a statement. “Atlantic is truly the only major label committed to breaking and cultivating new artists.”
R Baron Group is a is a part of the underground hip-hop scene on the West Coast. They manage two Los Angeles-based emcees AzChike and 1TakeJay, who are the first acts signed to The Machine Works.
“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,” added Atlantic Chairman & COO Julie Greenwald. “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. We’re also very happy to be partnering with Asylum to market and develop the Machine Works roster and brand.”