Warner Records Partners with "three times LOUDER," Led by Veteran A&R Sickamore — Existing SoundCloud Relationship Continues

Warner Records announced on July 2 a partnership with three times LOUDER (IIIXL), the New York company founded by music executive Sickamore (Randall Medford). Brooklyn alternative R&B artist Laila! serves as the partnership's flagship act.

Founded in 2023, IIIXL develops hip-hop and R&B artists. Sickamore previously served as a senior A&R executive at Epic and Interscope, where he worked with artists including Travis Scott, YG and Sheck Wes.

Notably, IIIXL will continue its existing partnership with SoundCloud while expanding its reach through Warner Records — a flexible structure in which a major-label deal does not exclude existing platform relationships.

Major labels partnering with independent companies run by proven A&R executives — effectively outsourcing discovery and development — has been accelerating. Labels spread early-stage scouting risk, while the entrepreneurs gain access to major-label distribution and marketing resources.

For artists, this means more options to move between the close-quarters development of an indie setup and the amplification of a major in stages. As deal structures diversify, negotiation literacy matters more than ever.

From the ZEN editorial desk: the three-layer model of development company, platform and major label coexisting has clear applications for Japan's independent scene — a current that aligns with the creator support ZEN CREATIVE LAB aims to provide.

Sources: Billboard Pro, Music Business Worldwide, Music Week (reported July 2, 2026)