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Music curator Ari Elkins and Avex USA have joined forces to form the new label co-venture Blue Suede Records. Seeking to sign undiscovered talent, Blue Suede will provide its signees with hands-on development and a non-traditional approach to the changing music business.
Elkins is possibly TikTok’s most popular music curator and has helped his nearly 2 million followers find new music and undiscovered artists to add to their playlists for the last few years. The 22-year-old’s presence on the short-form video app has led him to become host to Spotify Live’s Soundtrack Your Day and Simon Cowell’s newest show, Stem Drop. But through the creation Blue Suede, Elkins will now be able to not only recommend new artists, but build with them as well.
Avex USA, the American operation of leading Japanese music/entertainment company, is also new to the record label sector of music. Just over a year ago, the company launched its label SELENE, and since then, has signed artists like Sadie Jean, Austin George, Sophie Holohan, Billianne and Zach Hood, many of which have gone viral on TikTok.
Together, Elkins and Avex bring a fresh approach to the label business and a penchant for digital marketing.
“Ari has built a dedicated audience of millions through his love of discovering new music,” said Lucas Thomashow, svp 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.”
“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,” adds Elkins.
Jake Basden, who has enjoyed a nearly 12-year tenure at Big Machine Label Group, is exiting his role as senior vp of communications to pursue new opportunities. There is no word yet on his next steps.
“The trouble with working with Scott Borchetta and a company as dynamic as the Big Machine Label Group is, honestly, there is no reason to leave,” Basden said via a statement on his decision. “There comes a moment when you realize you must seek new horizons. You can get very comfortable working with incredible acts, these teams, and Scott’s many endeavors. Something I learned during my years in New York is don’t ever stop growing and reaching for new challenges. The culture at Big Machine always encouraged me to aggressively go in new directions.”
“Jake came to us right when I needed him most – right as Big Machine was exploding. He has been my communications foil and strategist and we’ve had an incredible run together,” BMLG chairman Scott Borchetta added. “Jake always presented me and the label group in very creative ways that caught the attention and landed very important pieces in Fortune, Fast Company, Rolling Stone, the Wall Street Journal and so many more. I’m very proud of all that he’s accomplished here and I’m sure he will continue to reach new heights in his next adventure. He will always be part of the fabric of Big Machine.”
Basden, a University of Oklahoma graduate, joined Big Machine from the New York offices of public relations firm Edelman, where he served as a director in their sports and entertainment division. Basden, who was named Country Music Association (CMA) publicist of the year in 2018, has worked on projects including Midland‘s re-opening of the Palomino Club, the Academy Award-nominated Glen Campbell… I’ll Be Me documentary, Jennifer Nettles‘ “I Can Do Hard Things” video and campaigns that aided in Carly Pearce earning accolades from the CMA and Academy of Country Music (ACM).
“With over 30 artists and multiple label imprints spanning country, Americana, hip-hop, rock and pop, every day was a fresh set of prospects to explore,” Basden added. “I’ve gone places I once only dreamed of and worked with some of the best media, marketing, and brand people in not just America, but the world. I’m forever grateful for Scott, the BMLG family, artists, managers, agents, and media people who’ve made this decade one that flew by. It inspires me, knowing wherever I’m going, it’s going to be a foundation unlike any other to build from.”