Issa Rae’s Raedio Label Teams Up with Google to Support Underrepresented Artists in the Music Industry

Issa Rae at the 73rd Primetime Emmy Awards held at L.A. Live on September 19, 2021 / Michael Buckner for Variety

Issa Rae‘s Raedio label has partnered with Google to launch a new emerging artists programBillboard is exclusively announcing on Thursday (Jan. 13).

The Raedio Creators Program Supported by Google is designed to provide underrepresented independent artists with more resources as well as bring more representation of women of color in the music industry, which the actress critiqued in a now-viral Los Angeles Times interview. “It’s probably the worst industry that I have ever come across. I thought Hollywood was crazy. The music industry, it needs to start over,” Rae said. “Conflicts of interest abound. Archaic mentalities. Crooks and criminals! It’s an abusive industry, and I really feel for artists that have to come up in it.”

She started Raedio — “an audio everywhere company” with a record label joint venture with Atlantic Records and four more branches dedicated to publishing, live events, music supervision and a music library — in October 2019. Rae’s venture into the music business has proven fruitful in breaking new, mostly female and/or POC artists in the R&B and hip-hop space, including Baby Tate and TeaMarrr.

“This partnership is perfectly aligned with my mission in helping open doors and provide opportunities for women to succeed and flourish in their craft,” Rae said in a statement to Billboard. “I can’t wait to see the impact this program and partnership has on the selectees and the music that is created as a result.”

The Raedio Creator Program Supported by Google will select two female artists and two composers to receive funding and resources to create and retain full ownership of their music. The funding from Google will cover recording fees, producer costs and marketing expenses for the female artists to put out a three-to-five song EP. The Raedio record label branch will supervise and distribute the projects, which will be available on all digital service providers (DSPs). The songs from each EP will be added to Raedio’s music library so that they can be pitched for sync opportunities. Google will also fund the production and development of one music video for each artist.

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SOURCE: Billboard, Heran Mamo

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