Free Lunch
Warner Records has partnered with respected hip-hop and R&B executive Tim Hinshaw to launch Free Lunch Records, an extension of his creative and touring firm Free Lunch Agency, the companies announced on Wednesday.
The collaboration aims to provide Warner artists ready access to Free Lunch’s creative, touring and sync services while serving as a new platform for emerging talent. Warner Records senior vp of A&R Ericka Coulter has been named general manager of the upstart label, which also announces its first two signings in Syd and Alex Isley. Coulter will keep her continue her role at Warner, the label noted.
Hinshaw announced Free Lunch Agency in August 2023 while still head of hip-hop and R&B at Amazon Music, a role he held five years. At launch, Free Lunch said its goal was to “authentically connect brands with artists and culture through bespoke storytelling and real-life experiences.” The agency’s name is a nod to the free lunch programs provided by public schools and parks in underserved communities nationwide.
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While at Amazon, Hinshaw played a key role in securing major partnerships, including the exclusive livestream of Kendrick Lamar’s The Big Steppers Tour and Amazon Music Live performances featuring Lil Baby, A$AP Rocky, and 21 Savage. He also spearheaded deals for high-profile events, including for Tyler, The Creator, J. Cole’s Dreamville Festival and Summer Walker.
As Amazon executive Steve Boom said at the time, Hinshaw put Amazon Music into the conversation among the hip-hop and R&B community “in a way, frankly speaking, we were not.” His efforts there earned him executive of the year honors in Billboard’s R&B/Hip-Hop Power Players list in 2022.
Prior to joining Amazon Music, Hinshaw built the urban music division at Fender Guitars, worked in music marketing for Vans and co-managed his brother, songwriter Prince Charlez, leading to a joint venture with Island Def Jam and a global publishing deal with Universal.
Warner Records co-chairman and CEO Aaron Bay-Schuck praised Hinshaw’s ability to create impact beyond music.
“Tom [Corson] and I are thrilled to welcome Tim and his Free Lunch team to the label,” said Bay-Schuck. “His expertise stretches far beyond finding and nurturing talent – he knows how to make sure his artists are making an impact. Early on in our conversations, it was clear bringing Tim and Free Lunch into the Warner fold would be a perfect synergy. Tim is immersed in the vast culture of hip-hop and R&B, across music, sports, fashion, and live entertainment, and together we’ll work towards our shared goal of uplifting the best and brightest in the genre.”
Hinshaw added that “by uniting Free Lunch Agency with Warner Records, we can combine our expertise in creative, music, and brand building to elevate the first-class roster,” saying, “together we’ll expand the scope of artist narratives to connect even more deeply with fans across the globe.”
AEG Presents and Tim Hinshaw’s Free Lunch have entered into a strategic partnership, Billboard can exclusively report. Under the terms of the partnership, Hinshaw will be responsible for securing and marketing hip-hop, R&B and gospel tours for AEG’s global touring division.
The alliance follows in the wake of Kendrick Lamar’s “The Pop Out — Ken & Friends.” The Juneteenth concert at the Kia Forum in Inglewood, Calif. was presented by pgLang and Free Lunch. Streamed to fans around the world on Amazon Music — Hinshaw’s current client — the event broke the record for the most minutes watched of any Amazon Music production.
In announcing the partnership, AEG Presents president of global touring Rich Schaefer said, “Tim’s connection to hip-hop and R&B — whether it’s the music, the artists or the culture — is unmatched. I’m excited to bring someone of Tim’ stature on to help our team expand in an area we’ve already had so much success in. His spirit and energy will be a great addition to the touring team, and we look forward to learning from him as we help build our business together.”
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Free Lunch founder and CEO Hinshaw added, “I am honored that this chapter started with Kendrick Lamar’s ‘The Pop Out — Ken & Friends,’ an iconic moment for L.A. and hip-hop. Partnering with AEG is a natural next step for Free Lunch. I have been very fortunate in my career to play a role in delivering some of the most unforgettable live music experiences for the culture and look forward to continuing that success with Rich and the whole AEG team moving forward.”
Formerly Amazon Music’s head of hip-hop and R&B, Hinshaw launched Free Lunch in 2023. As noted in a release announcement, the multifaceted creative shop is principally focused on “authentically bridging the gap between culture and corporate America.” During Hinshaw’s five-year tenure at Amazon, he oversaw the streaming service’s industry strategy and partnerships across both genres, inclusive of the global flagship brand Rotation. Among the various projects he brokered was 2022’s exclusive livestream of The Big Steppers Tour: Live from Paris via Amazon Music and Prime Video. The event not only spotlighted Kendrick Lamar’s second performance in Paris, it also celebrated the 10th anniversary of his second studio album, good kid, m.A.A.d city.
Hinshaw also helmed artist negotiations for Amazon Music Live, a livestreamed concert series on Twitch and Prime Video that aired following Thursday Night Football. Among artists featured on the series were Lil Baby, A$AP Rocky and 21 Savage. Additional livestream projects under Hinshaw while at Amazon Music included: Tyler, The Creator’s Call Me If You Get Lost Live concert in his hometown of Los Angeles; Kanye “Ye” West’s #FreeLarryHoover benefit concert in L.A.; J. Cole’s Dreamville Festival from Raleigh and Summer Walker’s homecoming show in Atlanta for Black History Month.
Prior to joining Amazon Music, Hinshaw established the urban music division at Fender Guitars. He also worked in music marketing for Vans. Honored as executive of the year in 2022 for Billboard’s annual R&B/Hip-Hop Power Players issue, Hinshaw began his music industry career as co-manager of his songwriter brother, Charles “Prince Charlez” Hinshaw. That endeavor led to a joint venture label deal with Island Def Jam and a global co-publishing agreement with Rondor/Universal Music.
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