Warner Records Partners with Sickamore, three times LOUDER

Warner Records has partnered with music executive Sickamore and his creative institute, three times LOUDER.

Why it matters:

• three times LOUDER is a physical space in New York City that nurtures some of hip-hop and R&B’s brightest stars.

• Its core belief is that the most important thing a music company can provide is space for artists to create.

• The deal builds on three times LOUDER’s ongoing partnership with SoundCloud, and will expand the imprint’s reach.

Flagship artist:

• Brooklyn-bred alternative R&B artist Laila! will serve as the flagship artist for the three times LOUDER/Warner Records partnership.

• Her debut album Gap Year! earned widespread critical acclaim and Best of 2024 recognition from Pitchfork, Billboard, Complex, VIBE, Vogue, Refinery29, Okayplayer, and more.

Backstory:

• Randall “Sickamore” Medford is a former senior A&R at Epic and Interscope, helping to craft the Platinum runs of Travis Scott, YG, and Sheck Wes.

• He currently works alongside Travis Scott and David Stromberg at Cactus Jack Management, where he co-manages Don Toliver.

What they said:

• Warner Records CEO & Co-Chairman Aaron Bay-Schuck: “Sickamore’s reputation as one of the culture’s most important and impactful disruptors most definitely precedes him. He has served as a trusted confidant to some of the world’s biggest superstars. Now, the same acumen and vision underscore three times LOUDER. We’re excited to team up with him and to elevate it to the next level.”

• Sickamore: “Laila! is the exact archetype of an artist we dreamed of when starting three times LOUDER: resourceful, fearless, and infinitely creative. In Warner Records, we have a partner who respects her autonomy and has the infrastructure to amplify her genius without compromise. I couldn’t be more excited for this partnership.”