Avex USA is launching a record label called Blue Suede Records in partnership with TikTok star Ari Elkins.
Avex says that Elkins “has become one of the most significant tastemakers in contemporary pop music over the past 18 months, breaking artists and hits via his millions of followers and listeners” on TikTok and Spotify.
The company adds that Elkins is “Gen Z’s answer to Zane Lowe” and that Blue Suede will “seek to find, develop and champion undiscovered talent”.
AVEX USA is the US division of Japanese music and entertainment company Avex, which expanded into North America in April 2021.
The company struck a partnership with Sony Music Publishing in early 2022 to provide worldwide administration services (ex. Japan) to Avex USA’s catalog and roster of songwriters and producers.
Ari Elkins has amassed over 1.9m followers on TikTok.
Avex adds that Elkins has “become a trusted source for music recommendations for a new generation”.
Los Angeles-based Avex USA also runs a “Future of Music Fund, which was set up to invest in what it describes as “cutting edge music related tech startups that are creating new IP, music experiences and revenue models”.
In June 2022, Avex expanded the size of the fund to $25 million.
Avex also runs a label in the US called SELENE, which has worked with artists Sadie Jean, Austin George, Sophie Holohan, Billianne and Zach Hood.
“Ari has found new ways to connect audiences and music and to help songs cut through, we felt he was perfect to partner with and launch a disruptive new label venture.”
Lucas Thomashow, Avex USA
“Ari has built a dedicated audience of millions through his love of discovering new music,” said Lucas Thomashow, Senior Vice-President of Avex USA and head of SELENE.
“His passion for finding and championing new artists is infectious, and something we share at Avex USA.
“Ari has found new ways to connect audiences and music and to help songs cut through, we felt he was perfect to partner with and launch a disruptive new label venture.”
“What we are building is a unique opportunity for emerging artists to get best-in-class traditional label services but also truly tangible and contemporary marketing power.”
Ari Elkins
Elkins added: “I’m so excited to take my love for finding new artists and sharing them with the world to the next level with Avex and the launch of Blue Suede.
“What we are building is a unique opportunity for emerging artists to get best-in-class traditional label services but also truly tangible and contemporary marketing power.
“I’ve been following AVEX and SELENE’s work since inception and have always admired their swift mobility and unconventional approach to the music industry, which in 2023 is so crucial.”Music Business Worldwide