Atlantic, R Baron Launch Machine Works

• Atlantic Records has partnered with West Coast-based R Baron Group to launch a new label, The Machine Works. The first acts signed to the new deal are Los Angeles-based MCs AzChike and 1TakeJay. Atlantic Records will work in tandem with Warner Music Group subsidiary Asylum Records on marketing, distribution, and promotional efforts for The Machine Works and its roster.

Since 2016, R Baron Group has been at the forefront of the West Coast underground Hip-Hop scene. The full-service music management company, founded by TK Kimbro and Jeremiah Aubert represents a robust roster of rising talent including management clients Shoreline Mafia, Drakeo the Ruler, AzChike, 1TakeJay, BandGang Lonnie Bands, RonRon the Producer, The Hit Mob and Bruce 24k.

“After the success of Shoreline Mafia and working hand-in-hand with Atlantic Records we knew this was where we wanted to build our label and incubator,” said Kimbro, who serves as CEO of The Machine Works. “Atlantic is truly the only major label committed to breaking and cultivating new artists.”

Atlantic Chairman & COO Julie Greenwald remarked, “We’re thrilled to be taking our relationship with TK, Picaso and the R Baron team to a new level with the launch of The Machine Works. The driving force behind a phenomenal new wave of artists that has transformed the LA hip-hop landscape, they’re a fantastic addition to the Atlantic family. We’re also very happy to be partnering with Asylum to market and develop the Machine Works roster and brand.”