Warner Records Partners with Sickamore’s ‘Three Times Louder’ Imprint, Naming R&B Artist Laila as Flagship Signee
LOS ANGELES — Warner Records has finalized a strategic partnership with veteran music executive and A&R specialist Sickamore and his multi-faceted creative institute, Three Times Louder. This new joint venture represents a collaborative pipeline designed to identify, develop, and amplify emerging artists. Crucially, the imprint will maintain its active partnership with SoundCloud, creating a unique tri-party alliance that bridges independent digital artist discovery with major-label global resources. Brooklyn-bred alternative R&B singer-songwriter Laila has been officially named the partnership’s flagship artist, signaling a high-stakes push for her upcoming releases.
Sickamore, a highly influential force in hip-hop and contemporary R&B A&R, will continue his prominent role at Cactus Jack Management alongside Travis Scott and David Stromberg, where he co-manages chart-topping artist Don Toliver. Under his guidance, Three Times Louder operates not just as a traditional record label, but as a holistic creative incubator that nurtures talent through brand identity, visual direction, and musical development. The integration with SoundCloud allows the imprint to leverage localized streaming data and grassroots momentum, ensuring that promising underground artists receive immediate major-label backing.
"Sickamore is a true visionary whose track record of spotting culture-shifting talent speaks for itself," said Aaron Bay-Schuck, Co-Chairman and CEO of Warner Records, in a statement welcoming the partnership. "By combining his creative instincts with our global infrastructure and SoundCloud's incredible discovery platform, we are positioning Laila and future signings for long-term global success. We are thrilled to welcome Three Times Louder to the Warner family."
Laila, a rising voice out of Brooklyn, has already captured the attention of industry tastemakers with her distinctive blend of atmospheric production and candid, soulful songwriting. As the flagship act of this new venture, her upcoming musical projects will serve as the initial showcase of the collaborative distribution, marketing, and promotional network established by Warner, SoundCloud, and Three Times Louder.
This alliance underscores a growing trend in the music industry, where major labels increasingly rely on boutique, creator-centric imprints to navigate the rapid pace of digital music discovery. By aligning Warner's marketing power with SoundCloud’s direct-to-fan platform and Sickamore’s proven track record of artist development, the deal establishes a modernized blueprint for talent acquisition in the streaming era. Industry analysts view the partnership as a mutually beneficial ecosystem: Warner secures a curated pipeline of culturally relevant talent, while Three Times Louder retains the creative agility of an independent collective backed by the reach of a major global player.