— Atlanta-based music executive Kei Henderson and her creative incubation hub, Third & Hayden, have inked a deal with Soundcloud.
Grammy award-winning music label executive Kei Henderson has announced she entered into a joint venture with SoundCloud to develop the next generation of artists via the label arm of her Atlanta-based full-service creative incubation hub, Third & Hayden. LA-based singer/songwriter/multi-instrumentalist Jordan Hawkins and Atlanta rapper Key! are the first signees on the Third & Hayden label.
The deal will bring together Third & Hayden and SoundCloud to foster the careers of artists utilizing the music company’s robust resources that include A&R, marketing, PR, distribution, and more, while also allowing talent to remain fully independent and keep ownership of their own masters. Together, the primary focus will be empowering creatives and expanding Third & Hayden’s fast-growing artist roster.
This new joint venture is part of SoundCloud’s roster business which is focused on providing independent artists with bespoke tools and services to advance their careers. Earlier this year, the roster team launched these efforts with its first joint venture deal – partnering with Solid Foundation, the management and creative services arm of the media conglomerate QC Media Holdings, both owned and operated by music industry veterans Kevin “Coach K” Lee and Pierre “P” Thomas.
When discussing the partnership, Kei Henderson, founder of Third & Hayden says,
“We want artists to find success as independents to set the foundation for long-term careers and move through their careers with leverage, and creative control. What we were able to build with 21 Savage early and again with SinceThe80s is the blueprint for the way we’re working with our artists and I’m so thankful to have been a part of both of these brands from the start. SoundCloud is typically one of the first touch points for indie artists and I feel a great part of my career has been brand building with artists from day zero – for this reason they’re the best partner for what we’re building. We’re being intentional on ground up development.”
Jessica Rivera, SoundCloud’s Global SVP & General Manager, says,
“Kei has a proven track record of finding and fostering the next generation of talent so partnering with Third & Hayden was simply the right fit. We’re excited about developing this joint venture with such a respected industry leader and creative who shares SoundCloud’s dedication to providing solutions and empowering artists as they take their careers to the next level on their own terms.”
Third & Hayden, which supports creators via label, management, and publishing services, will operate out of Atlanta’s BNDWTH Studios where artists can record and get expert-level executive production, create content, host events, and more. In addition to Jordan Hawkins and Key! on the label side, the company will manage a range of acts including Ben Reilly, Asiahn, Kenneth Whalum, Annahstasia, and Nutso Thugn.
Thus far, Henderson has had a remarkable career having been on multiple Billboard lists including Pride, New Power Generation, and R&B/Hip-Hop Power Players and featured in Complex, Atlanta Magazine, DJ Booth, and more. She managed Key! early on in 2011 who then introduced her to 21 Savage in 2014 whom she transformed from a local Atlanta champion to a global phenomenon in a short period of time. Henderson then became one of three co-founders of label management and publishing company SinceThe80s – under Motown and Capitol — where they developed multiple artists including Jordan Hawkins.
Stay tuned for more from Kei and be sure to follow her official Instagram and Twitter accounts for more on her latest moves.