Jem Aswad Senior Music EditorGeneration Now, the Atlanta-based label imprint founded by DJ Drama, Don Cannon and Leighton “Lake” Morrison, has extended its joint venture partnership with Atlantic Records.
The partnership launched in 2015 and labels have launched the careers of Jack Harlow, Lil Uzi Vert — who collectively have achieved a whopping 30 billion-plus streams globally — and many others.
Terms of the deal were not disclosed.In the coming years, Generation Now — whose roster also includes rising talents Seddy Hendrix, Sonny Digital, Killumantii, Carvena and others —will continue their artist development-focused, culture-based approach to discovering and breaking new artists, all within the infrastructure of the legendary label.
The announcement comes on the heels of Harlow’s smash “First Class,” which has spent three weeks at No. 1 on the Billboard Hot 100, as well as his sophomore major-label album “Come Home the Kids Miss You,” which debuted at No.
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