SoundCloud has partnered with Kei Henderson’s Third & Hayden company to further expand its creator and artist services operations. It will provide development tools to new artists via the label arm of Henderson’s business.
“We want artists to find success as independents to set the foundation for long-term careers and move through their careers with leverage and creative control”, says Henderson. “What we were able to build with 21 Savage early and again with SinceThe80s is the blueprint for the way we’re working with our artists and I’m so thankful to have been a part of both of these brands from the start”.
“SoundCloud is typically one of the first touch points for indie artists and I feel a great part of my career has been brand building with artists from day zero”, she goes on. “For this reason they’re the best partner for what we’re building. We’re being intentional on ground up development”.
SoundCloud’s Global SVP Jessica Rivera adds: “Kei has a proven track record of finding and fostering the next generation of talent so partnering with Third & Hayden was simply the right fit. We're excited about developing this joint venture with such a respected industry leader and creative who shares SoundCloud’s dedication to providing solutions and empowering artists as they take their careers to the next level on their own terms”.
This latest SoundCloud deal follows the one it did a with Atlanta-based management firm Solid Foundation earlier this year.