Music Industry Moves: Warner Teams Up With Sickamore’s Three Times Louder, Laila to Be Partnership’s ‘Flagship Artist’

Warner Records has entered a strategic partnership with veteran executive Sickamore and his creative institute, Three Times Louder, naming R&B artist Laila as the venture's flagship act. Simultaneously, veteran band Snow Patrol has secured a global recording deal with BMG, while country group Restless Road has aligned with Empire Nashville. These moves highlight a period of aggressive talent acquisition and executive restructuring across major and independent sectors, including key leadership appointments at AXS and Merlin.

Warner Records has announced a strategic partnership with veteran executive Sickamore and his creative institute, Three Times Louder. Brooklyn-bred alternative R&B artist Laila will serve as the flagship artist for the venture, which launches with her new single, “Miss Mango.” Sickamore, who continues to co-manage Don Toliver at Cactus Jack Management alongside Travis Scott and David Stromberg, stated that Warner provides the infrastructure to amplify Laila’s genius while respecting her autonomy. Warner CEO and co-chairman Aaron Bay-Schuck highlighted Sickamore’s reputation as a cultural disruptor, noting that the partnership is designed to elevate the Three Times Louder vision to a global level.

Veteran band Snow Patrol has also made a significant move by signing a new global recording deal with BMG for future studio recordings. The first release under this deal is a collaboration with pop superstar Kylie titled “These Alarms,” scheduled for July 1. The track was originally written for the band’s 2024 album, “The Forest,” but was held back specifically to record with Kylie. BMG’s Alistair Norbury noted that the deal extends BMG’s existing relationship with the band, as the company already represents the music publishing interests of members Gary Lightbody and Nathan Connolly.

Further industry shifts include country group Restless Road’s new partnership with Empire Nashville, led by EVP Jen Way, which will debut the single “Forever A Go” on July 10. In executive news, ticketing powerhouse AXS has appointed Sweta Patel, formerly of Roku, as its new Chief Marketing Officer to lead global marketing and fan engagement. Additionally, Merlin has hired Harmen Hemminga as VP of business development to identify new value opportunities for independent labels. Rounding out the moves, singer-songwriter Ashe has signed a recording deal with Atlantic Records and a publishing agreement with Doomsday/Universal Music Publishing Group.