Los Angeles, California – DJ Drama struck gold when he launched Generation Now alongside Don Cannon and Leighton Morrison. The label is home to two of the biggest Hip Hop acts in Lil Uzi Vert and Jack Harlow, and a group of up-and-comers looking to make a similar splash with their music.
Generation Now recently extended its joint venture partnership with Atlantic Records in a lucrative deal, making them one of the hottest labels in the game today. During a recent interview with TMZ, Drama was asked his stance on his label being the best imprint with all the recent successes with Uzi, Harlow and the partnership extension. According to the famous mixtape DJ, they’re just getting started.
“I would say we’re in contention to be a place where if you’re an aspiring artist that wants to be a superstar, you’ll wanna be at Generation Now,” Drama said while walking through an airport.
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With the label priding itself in empowering artists to be creative without being too hands on, DJ Drama has a place that would look very attractive to new creatives. When asked what advice he has for new artists looking to get on, the 44-year-old kept it very simple.
“Keep doing your thing,” he said. “You’re going to wind up on somebody’s radar. There’s so many ways of getting your music to people like myself and other execs who are doing their thing, so don’t be afraid to reach out, don’t be afraid to put your foot forward. You never know what comes next.”
Variety broke the news that Generation Now extended its partnership with Atlantic Records. Despite the fanfare behind the news, the contract’s exact terms were not disclosed. Elsewhere during his conversation with TMZ, DJ Drama addressed the commotion from PETA regarding the horses used in Jack Harlow’s “Churchill Downs” video featuring Drake.
“No horses were harmed in the making of the video for sure,” he affirmed. “They might have to talk to the Kentucky Derby about that. We were just on location. [The] Kentucky Derby been going on for a long time — don’t go after us.”