Popular YouTuber and author Connor Franta (4.7 million subscribers, 248.8 million views) has partnered with talent manager Andrew Graham of Big Frame and Invisible DJ Records founder Jeremy Wineberg to form Heard Well, a new music label focusing on music curated by digital influencers.
“Influencers are the modern A&R scouts, and they have tremendous built-in power,” said Wineberg in a statement. “Being able to reach millions of fans instantaneously is a game-changer.”
The first curators signed to Heard Well are Franta’s fellow YouTubers Amanda Steele (MakeupbyMandy24), Anthony Quintal (Lohanthony), and Jc Caylen, who have more than 20 million fans combined on social media.
Franta has already road-tested the concept with Crown, a compilation album featuring up-and-coming musicians he personally selected. Released in November 2014, it was one the Top 20 best-selling pop albums of 2014 in the iTunes store. He followed with a second compilation album, Common Culture, which debuted in the Billboard Top 10 and the iTunes Top 20 charts in March. Artists featured on the albums have included Odesza, Zella Day, and Tei Shi.
Franta will release his own compilation albums through Heard Well, starting with Common Culture, Vol. 3, which is scheduled to go on sale later this month.
“The work I’ve done through my Common Culture Music series has enabled me not only to share my joy of music at scale, but also promote the artists I love,” said Franta in statement. “We see a wonderful opportunity to build a talent-friendly label that rewards and empowers influencers for promoting the music they love, while simultaneously offering musicians a new, meaningful means of discovery.”
Screengrab via ConnorFranta/YouTube