Warner Records is partnering with music executive Randall “Sickamore” Medford and his culture-forward imprint three times LOUDER, Billboard can exclusively report on Thursday (July 2). Signed as the flagship artist under the new strategic partnership is alternative R&B artist Laila! The imprint will also continue its association with SoundCloud.

“Sickamore’s reputation as one of the culture’s most important and impactful disruptors most definitely precedes him,” states Warner Records Group CEO & co-chairman Aaron Bay-Schuck in the company’s press announcement. “He has served as a trusted confidant to some of the world’s biggest superstars. Now, the same acumen and vision underscore three times LOUDER. We’re excited to team up with him and to elevate it to the next level.”

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Ben Hanning

Sickamore founded Brooklyn-based three times LOUDER in 2023. Specializing in hip-hop and R&B, the company operates under the monogram IIIXL. With an industry background that includes senior A&R posts at Epic Records and Interscope Records, Sickamore has collaborated on platinum projects by Travis Scott, YG and Sheck Wes. Also working alongside Scott and David Stromberg at Cactus Jack Management, Sickamore co-manages Don Toliver whose latest studio album OCTANE bowed at No. 1 on the Billboard 200.

In addition to Laila!, other emerging artists that Sickamore is developing through three times LOUDER are Ovrkast and Harlem innovator Liim. Commenting on the new partnership with Warner Records, Sickamore said, “Laila! is the exact archetype of an artist we dreamed of when starting three times LOUDER: resourceful, fearless and infinitely creative. In Warner Records, we have a partner who respects her autonomy and has the infrastructure to amplify her genius without compromise. I couldn’t be more excited for this partnership.”

Also hailing from Brooklyn, Laila! was discovered in 2023 via a collaboration between SoundCloud’s A&R Talent Identification team and Sickamore, she later garnered attention with breakthrough single “Not My Problem” and the viral #NotMyProblem beat challenge. Her new single is the empowerment anthem “Miss Mango.”

“I’ve always wanted the music to speak first,” said Laila!. “And this next chapter feels like a chance to keep growing, creating and reaching more people. I’m excited for everyone to hear what’s coming next.”