In 2019, FADER Label co-founder and award-winning marketing expert Jon Cohen hired renowned music manager Carson Oberg to become the general manager of the New York Independent Music Company-since then, Oberg has increased the label’s active artists from 2 To 11 people. FADER features actors such as singer-songwriter Clairo and alternative pop duo Lewis Del Mar, and provides full support for its performances, from live performances to print, digital, social media and video.

Since its launch in the late 1990s, The FADER Inc. has grown into an award-winning global cross-platform giant, and its brand was launched in 2002 under the leadership of Cohen and Rob Stone. Now, on Monday (December 6), Cohen and Stone added another product to the list: a distribution service in partnership with Virgin Atlantic. All FADER artists have the rights to their music, so the internal distribution department is another motivation to keep the label's current list and bring new artists into FADER.

"This was what Jon and I had always imagined when [he] brought me years ago," Oberg said. "A full-service company."

Before launching The FADER magazine, Jon Cohen worked with Jeffy Buckley and Alice In Chains in Colombia, and then became the co-CEO of Cornerstone. Cornerstone is one of the major pioneers in integrating musicians and advertising campaigns. chat. At the same time, Carson Oberg has begun booking performances for smaller venues in New Orleans, then transitioned to the talent procurement of Moogfest, and later engaged in music management and artist development. The two powerhouses joined forces in 2019, and Cohen said, “We met Carson, an amazing young manager who just wanted to help “tell a story and spread information on [the artist's] music. ". He has real expertise." The couple now hope that FADER Label's new distribution department will continue to help artists who "just need to choose an option from the main labeling system."

FADER Label currently has 14 artists and a series of catalog acts, including BET Award-nominated R&B singer Yuna and critically acclaimed singer-songwriter Fractures. The unified attribute of each FADER Label signatory is that they can skillfully develop and retain their online fans, and Clairo is the prime example of FADER artists, she transformed her online fans into a large number of fans. In July of this year, she released her second album Sling, which ranked 17th on the Billboard 200, becoming her most successful project to date. FADER Label also owns Slayyyter, a rapidly rising pop star who released her first album in June last year, as well as electronic duo Matt and Kim.

This year, Clairo's Sling became the FADER Label's first appearance in the top 20 of the Billboard 200. In Hot 100, due to Matt and Kim's 2009 single "Daylight", the label's highest ranking is 95th. This popular song has received more than 148 million streaming media views on Spotify, and its official music video has more than 21 million streaming media views on YouTube. Clairo's "Sofia" is a song from her debut album "Immunity" in 2019, which peaked at No. 98 on the Hot 100, and due to the viral spread of this song (this song was marked on TikTok Nearly 100,000 videos) and obtained platinum certification one year after the first release). So far, "Sofia" has more than 350 million views on Spotify.

With the launch of the new distribution department, the brand has recruited new employees. Cohen said: “As we grow, we will add more employees to take on our existing workload.” However, he assured, “This is not about Quantity... It’s about having really good and valuable artists. We think they deserve extra help and need that lens.” Looking to the future, as a brand based on “telling stories with music,” Cohen has an opinion on 2022 Excited by the new collaboration with "Bigger Media Player," he promised that it will "help us change the way we tell these stories."

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