Warner Music has announced the launching of Atlantic Records Benelux, a new label dedicated to discovering and promoting the best emerging domestic hip-hop artists from across Benelux. In 2020, rap and hip-hop was the second most listened to genre after pop, covering more than a fifth of all domestic tracks across Benelux, and in the Netherlands half of the 50 most streamed artists of 2020 on Spotify were hip-hop artists.
Atlantic Records Benelux will be helmed by Sander Stijnen as Head of A&R and Ixia Verdooren as Head of Domestic Marketing. The two executives will also remain in their existing roles at ADA and Warner Music Benelux respectively and continue to report to Martin Jessurun, President of Warner Music Benelux.
This announcement follows the launch of Atlantic Records Russia in March, which took place after Warner Music acquired leading indie label Zhara.
The label also marks its launch by signing Dutch artist DJ DYLVN who, after releasing his solo debut EP Chase in 2018, has been using the past two years to rediscover his musical path. In that time he’s been collaborating and supporting Dutch hip-hop star Ronnie Flex, making a name for himself in the process. Atlantic Records Benelux will be releasing DJ DYLVN’s new singles in the coming months, with ‘FASHIONOVA’, featuring BKO and Defano Holwijn, being released today.
Atlantic Records is one of the most iconic and enduring labels in music history - its seventh decade continues to be marked by musical diversity, embracing a spectrum of chart-topping artists spanning the contemporary landscape. Founded in New York City in 1947 by pioneers Ahmet Ertegun and Herb Abramson, Atlantic started out as an independent, one-room operation dedicated to Black American music, before expanding into a rock and pop powerhouse.
Sander Stijnen says: “Atlantic Records is one of the most culturally impactful labels in the world with a track record of breaking original talent for more than 70 years. It’s a huge privilege to build on that legacy here in Benelux and we’re delighted to launch our roster with DJ DYLVN, a hard working artist and DJ who combines amazing talent with great vibes.”
Ixia Verdooren adds: “I feel honoured to be part of this new adventure with Sander and the rest of the team, who have worked incredibly hard to get everything ready for launch. We want to build a family of diverse local artists who are impossible to ignore and deliver real cultural impact, pushing the limits of local repertoire.”
Atlantic Records can trace its global legacy in an unbroken line back to its very first days, its rich heritage distinguished by an array of illustrious artists who set new musical standards – from Ray Charles to Led Zeppelin, John Coltrane to Aretha Franklin, Otis Redding to Crosby, Stills & Nash. Atlantic’s 21st century roster includes stars such as Bruno Mars, Cardi B, Coldplay, Ed Sheeran, Lizzo, Roddy Ricch and many others, while it has also released cultural landmarks such as the Hamilton cast album. In addition to the parent label, Atlantic includes ATCO, Big Beat, and Canvasback.
More on the announcement here