Warner Music Group’s Atlantic Records UK has launched a new label, EYC Records, in a joint venture with EYC LTD, a London-based marketing agency headed up by Cora Delaney.
EYC LTD describes itself as “specializing in influencer, talent and brand management, creative and image consultancy, creative strategy and event planning.”
The joint venture will see teams from Atlantic and EYC LTD work on “cutting-edge content-creator marketing, cultural positioning and styling.”
The move follows Atlantic Records UK’s celebration of the label’s 75th anniversary in London last December, in which EYC LTD was a creative partner, and featured performances from, among others, Tion Wayne and Mahalia, and exclusive merchandise from contemporary artist Slawn.
Atlantic described the event as being “hugely successful” in a press release Thursday (February 22).
“Cora and her team have built an industry-leading agency that is right at the heart of culture,” said Briony Turner, Co-President, Atlantic Records UK.
“Together we will combine Atlantic’s world-class artist development skills with EYC’s unrivaled creative strategy and brand management expertise, allowing us to further enhance how we tell our artists’ stories.”
Through the partnership, Atlantic will work with Delaney’s team to develop and sign artists under the new imprint, which will also serve as a conduit between Atlantic’s roster and EYC LTD’s “extensive cultural network.”
EYC Records plans to sign “early-stage acts aligned with the progressive, culture-first ethos of EYC LTD.” Artists will also benefit from the services of Warner-owned indie distribution service ADA Worldwide.
The imprint’s first signing is Betty, who has released two singles through the label so far, Mum Says and Take Me Under. Betty has recently worked with the likes of Jakwob, Ankit, Eddie Allen and Ethan Schneidermann.
The imprint is currently working on developing an artist proposition for poet, model and activist Kai-Isaiah Jamal, who EYC Records says will begin releasing music this year.
“Together we will combine Atlantic’s world-class artist development skills with EYC’s unrivaled creative strategy and brand management expertise, allowing us to further enhance how we tell our artists’ stories.”
Briony Turner, Atlantic Records UK
EYC LTD’s global client base includes Louis Vuitton, Prada, Dior, Bentley and Samsung, among others.
“EYC LTD has spent the last five years creatively pushing, platforming and positioning the artists we work with. Working even closer with Atlantic talent, we are excited for the shared space and successes we can build in this partnership,” Delaney said.
“We wouldn’t want to be partnered with anyone other than Briony and [Atlantic Records UK Co-President] Ed [Howard] for this new chapter and are already positive of the amazing things that will come from this. I’d also like to take an opportunity to thank Wale Kalejaiye at Sheridans for helping facilitate this deal.”
“We wouldn’t want to be partnered with anyone other than Briony and Ed for this new chapter and are already positive of the amazing things that will come from this.”
Cora Delaney, EYC LTD
“By partnering with EYC and launching EYC Records, we are again improving and evolving our offering to artists,” Atlantic’s Howard added.
“This JV will allow us to work with amazing talent early on in their careers and will give them a platform to develop and grow under the guidance and direction of Atlantic Records and EYC LTD.”Music Business Worldwide
