Kei Henderson’s Third & Hayden Announces Joint Venture with Soundcloud
Grammy award-winning music label executive Kei Henderson announced she has 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-
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.
“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,” said Kei Henderson, founder of Third & Hayden. “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.”
“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,” said Jessica Rivera, SoundCloud’s Global SVP & General Manager.
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 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.
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.
About Third & Hayden
Third & Hayden is a Creative Incubation Hub disguised as a record label, management, and publishing company. Founded in 2021, after Kei Henderson’s departure from label management and publishing company SinceThe80s, Third & Hayden are artists and creators aiding other creators in building long-lasting careers. They work with startup artists and arm them with what they need to launch their businesses in the form of foundational capital from our network of partners, along with overarching strategy, day-to-day operations, and the resources needed to succeed. Their goal is to help artists become multi-stream income businesses within the first 5 years of their careers.
As a management company, they also partner with other managers and help guide them on their paths to being great managers. We are in the business of breaking talent; including other executives says their mission statement.
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About the Author
Dr. Jerry Doby Editor-in-Chief of The Hype Magazine, Media and SEO Consultant, Journalist, Ph.D. and retired combat vet. 2023 recipient of The President's Lifetime Achievement Award. Partner at THM Media Group. Member of the U.S. Department of Arts and Culture, the United States Press Agency and ForbesBLK.
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