Warner Music has announced the launch of Atlantic Records Benelux, as the company’s ongoing international expansion continues to gather pace.
The new label will be focused on uncovering the best emerging domestic hip-hop artists from across Benelux. Its arrival follows the launch of Warner Music Greater China’s new hip-hop label Asiatic Records and the expansion of Warner Music Nordics last month, as well as Warner Music Russia in March.
In 2020, rap and hip-hop was the second most listened to genre after pop, accounting for over 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 spearheaded by Sander Stijnen as head of A&R and Ixia Verdooren as head of domestic marketing. They will each continue in their existing roles at ADA and Warner Music Benelux respectively.
To coincide with the launch of Warner Music Benelux, the label has confirmed the signing of Dutch artist DJ DYLVN who, after releasing his solo debut EP Chase in 2018, has since been collaborating with and supporting Dutch hip-hop star Ronnie Flex. The label will be releasing DJ DYLVN’s new singles in the coming months.
Stijnen commented: “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.”
Verdooren added: “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.”
Earlier this year, Headliner spoke to Atlantic Records UK EVP, Austin Daboh, in which the renowned executive opened up on the label’s growth strategy, his commitment to bringing greater exposure to niche markets and how his previous senior roles with Spotify, BBC Radio and Apple Music have allowed him to “see the guts of every label”. You can read the interview in full here.