And let us not forget about the phenomenon of “Baby Shark.”
Young talent has always been a good investment for the music industry. It’s an area that Republic Records — home to Taylor Swift, The Weeknd and Ariana Grande — is focusing on with the launch of a children’s division. “When Republic was looking at what’s next, Kids & Family was the obvious next step,” says Bree Bowles, vp marketing and strategy at Republic, who leads the division. “Kids are definitely loyal fans.
Republic Records Kids & Family will cater to audiences through age 12 and has partnerships with NBC Peacock and Nickelodeon that has landed them such acts as Erin & Aaron,. It also is the official record label for the popular YouTube seriesThe label has even released a song by Qai Qai, based on the doll belonging to Serena Williams’ daughter, Olympia Ohanian. Qai Qai appears on the playful track “Biddy Bom” by Australian entertainer Sam Moran.
Sony Music Nashville has had major success in country music with artists including Maren Morris, Luke Combs and Kane Brown, but the label is expanding outside of the country sound — and that’s because of teenage singer-songwriter Ben Goldsmith. “He literally came in, 16 years old, playing like he played, singing like he sings, and singing the songs that he wrote or co-wrote, and I’m sitting here going, ‘This is impossible. This is crazy.
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