Max Lousada and Julie Greenwald Launch New Record Label, 26.2

Max Lousada and Julie Greenwald, two former senior executives under the Warner Music Group (WMG) umbrella, have joined forces on a new label, 26.2. Sony Music will invest in the venture and distribute the releases.

So far:

• The label has opened offices in London and New York.

• No artist announcements have been made at this time.

• The title of the label, which reflects the number of miles in a marathon, signals the intention to think long-term in its work with artists.

Background:

• Lousada and Greenwald worked together for over 20 years at WMG.

• Lousada is the former CEO, Recorded Music, for WMG.

• Greenwald is the former Chairperson and CEO of Atlantic Records Group.

• Lousada has a longstanding relationship with Rob Stringer, head of Sony Music.

• Partnering with them will allow 26.2 to operate with their intended control and scale, while harboring a strong support system.

What they said:

• Lousada: “We are music and art-first and digital solutions-second, not the reverse. Fundamentally, we believe that there is too much conversation today on the distribution of art versus the creation – and the raising up – of that art. When you play in culture, it’s a different thing from chasing [the] audience. Initially, you’re not playing for scale. You’re playing for meaning and impact, and then it grows from there.”

• Greenwald on Lousada: “I trust this guy. I love this guy. We have a shared vision and enthusiasm for this next chapter, and no one is going to have more fun.”