As of July 20, 2021 in New York, Warner Music Group (WMG) and 12Tone Music announced that WMG will acquire the assets of 12Tone Music, an independent label that was created in 2018 by Douglas Morris. Max Lousada, CEO, Recorded Music, Warner Music Group said, “12Tone is home to some of today’s most compelling artists and innovative label partners, encompassing emerging and established talent that crosses genres and generations.”
The artists of 12Tone’s catalog and roster include world-class talent such as Aftermath’s four-time Grammy winner Anderson .Paak, Centricity’s Christian music superstar Lauren Daigle and music legend Dolly Parton. Additionally included are electronic producer/artist ILLENIUM and the 88rising collective (featuring global superstar Joji).
Under this arrangement, Morris continues being engaged in day-to-day activities of 12Tone Music and its artists. This deal will close towards the end of July.
Doug Morris said, “After leading all three major music companies, I loved returning to my indie roots by starting 12Tone. I want to thank Steve Bartels and 12Tone team for being such a big part of the picture. This three-year run has been a lot of fun. I look forward to remaining fully engaged with the WMG team, who are outstanding professionals.”
While 12Tone is joining WMG, it opens more doors for their artists and brings new chances to work with other artists. It could even help them reach higher spots on the Billboard charts.
This is proven with .Paak reaching the Billboard Hot 100 and Hot R&B/Hip-Hop Songs charts with “Leave the Door Open” after doing a joint album with Bruno Mars called Silk Sonic, which will be released this fall.
ILLENIUM has over five billion global streams to date, signed with 12Tone in the early summer of 2020, Fallen Embers, his first album, was released last week.
Other artists have also seen their fortune turn out better while working with Warner Music Group because they’ve been doing it for the past 200 years. Through a network of affiliates and licensees in more than 70 countries, plenty of stars have been made through WMG’s Recorded Music division like, Asylum, Atlantic, Big Beat, Elektra, Erato and First Night. Warner Music Group is also home to ADA, the independent artist and label services company, as well as consumer brands such as Songkick, the live music app; EMP, the merchandise E-Tailer; and UPROXX, the youth culture destination.