Jillian Webber Launches WBBR. Label With Broke Records and Innovo

Independent label broke records has entered a joint venture with content creator Jillian Webber and Innovo Management to launch a record label, wbbr.

The main players:

• Innovo specializes in talent management and music-driven creator campaigns, executing hundreds of promotional campaigns a month.

• Webber has over 4.3 million followers on TikTok and over 3.5 billion views.

• She’s helped break tracks like DC The Don’s “Get Naked,” for which she created videos that generated more than 93.5 million organic TikTok views and drove over 55,000 user-generated videos using her choreography.

The ethos:

• Founded by Webber and Sam Saideman, CEO and Co-Founder of Innovo, wbbr. is built on the belief that creators should play a central role in how music is discovered and developed as creative partners from the beginning, as per the company’s release.

• It launches with a focus on long-term artist development, cultural fluency, and creator-driven storytelling.

• It aims to utilize Innovo’s significant creator ties and social media content development, Webber’s track record of virality, and broke’s infrastructure, distribution, A&R, and marketing expertise.

First signing:

• wbbr.’s debut signing is 25-year-old New York City-born alternative pop-rock singer, songwriter and producer, JEYEM.

What they said:

• Andre Benz, CEO and Co-Founder of broke: “broke has always been about building sustainable careers. Partnering with Sam and Jillian on wbbr. allows us to build artists in a way that reflects today’s ecosystem where creators help shape culture alongside the music itself. JEYEM is a perfect example of how that philosophy translates into a real career.”