{"id":224267,"date":"2025-02-19T15:20:38","date_gmt":"2025-02-19T15:20:38","guid":{"rendered":"https:\/\/www.musicbusinessworldwide.com\/?p=224267"},"modified":"2025-02-19T15:37:34","modified_gmt":"2025-02-19T15:37:34","slug":"warner-records-strikes-strategic-partnership-with-hip-hop-rb-exec-tim-hinshaw-to-launch-free-lunch-records","status":"publish","type":"post","link":"https:\/\/www.musicbusinessworldwide.com\/warner-records-strikes-strategic-partnership-with-hip-hop-rb-exec-tim-hinshaw-to-launch-free-lunch-records\/","title":{"rendered":"Warner Records strikes strategic partnership with Hip-Hop & R&B exec Tim Hinshaw to launch Free Lunch Records"},"content":{"rendered":"

Warner Records has entered into a strategic partnership with prominent hip-hop and R&B executive Tim Hinshaw.<\/p>\n

The deal marks the expansion of Hinshaw’s Free Lunch Agency<\/strong> \u2014 a creative and touring company \u2014 into the label space with the launch of Free Lunch Records.<\/strong><\/p>\n

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According to an official announcement today (February 19), the collaboration allows Warner Records artists to leverage Free Lunch\u2019s “extensive creative, touring, and sync services while establishing a new home for emerging talent”.<\/p>\n

As part of this expansion, respected A&R executive Ericka Coulter<\/strong> has been named General Manager of Free Lunch Records in addition to her role as SVP, A&R at Warner Records.<\/p>\n

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In 2024, Hinshaw entered a strategic partnership with AEG Presents on the heels of The Pop Out 0 Ken & Friends,<\/em>\u00a0a Juneteenth concert at the Kia Forum in Los Angeles.<\/p>\n

Most recently, he spent five years at Amazon Music<\/strong> as the Head of Hip-Hop and R&B<\/strong> where he led the streaming service\u2019s industry strategy and partnerships across the genres, inclusive of the global flagship brand, Rotation.<\/p>\n

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In 2022, Hinshaw brokered the exclusive livestream of The Big Steppers Tour: Live from Paris on Amazon Music <\/strong>and Prime Video.<\/strong><\/p>\n

Hinshaw additionally led the artist negotiations for Amazon Music Live, a live-streamed concert series airing on Twitch and Prime Video following Thursday Night Football, securing artists like Lil Baby, A$AP Rocky, and 21 Savage <\/strong>for the series.<\/p>\n

He also brokered deals for Amazon Music to stream the likes of Tyler, The Creator\u2019s CALL ME IF YOU GET LOST LIVE<\/strong> concert in his hometown of Los Angeles; J. Cole\u2019s Dreamville Festival<\/strong> from Raleigh; and Summer Walker\u2019s<\/strong> homecoming show in Atlanta for Black History Month.<\/p>\n

Before his time at Amazon Music, Hinshaw created the Urban Music division at Fender Guitars and worked in music marketing for Vans.<\/p>\n

He started his career in music co-managing his brother, superstar songwriter Charles \u2018Prince Charlez\u2019 Hinshaw, which led to a joint venture label deal with Island<\/strong> Def Jam<\/strong> and global co-publishing deal with Rondor\/Universal Music.<\/strong><\/p>\n

<\/a>\"Aaron<\/i><\/a><\/figure>

“Tim is immersed in the vast culture of hip-hop and R&B, across music, sports, fashion, and live entertainment, and together we\u2019ll work towards our shared goal of uplifting the best and brightest in the genre.\u201d<\/p>\n

Aaron Bay-Schuck, Warner Records<\/span><\/p><\/blockquote>\n

Aaron Bay-Schuck, Co-Chairman & CEO, Warner Records, said: \u201cTom [Corson] and I are thrilled to welcome Tim and his Free Lunch team to the label.<\/p>\n

“His expertise stretches far beyond finding and nurturing talent – he knows how to make sure his artists are making an impact.”<\/p>\n

Added Bay-Schuck: “Early on in our conversations, it was clear bringing Tim and Free Lunch into the Warner fold would be a perfect synergy.<\/p>\n

“Tim is immersed in the vast culture of hip-hop and R&B, across music, sports, fashion, and live entertainment, and together we\u2019ll work towards our shared goal of uplifting the best and brightest in the genre.\u201d<\/p>\n

\u201cBy uniting Free Lunch Agency with Warner Records, we can combine our expertise in creative, music, and brand building to elevate the first-class roster.”<\/p>\n

Tim Hinshaw\u00a0<\/span><\/p><\/blockquote>\n

Tim Hinshaw added: \u201cBy uniting Free Lunch Agency with Warner Records, we can combine our expertise in creative, music, and brand building to elevate the first-class roster.<\/p>\n

“What Aaron, Tom, and the team have built is truly impressive, and together we\u2019ll expand the scope of artist narratives to connect even more deeply with fans across the globe.”<\/p>\n

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Free Lunch Records launches with its first two signings, Syd <\/strong>and Alex Isley.<\/strong><\/p>\n

Syd initially introduced herself as a member of Los Angeles group The Internet and the greater Odd Future collective. In 2016, she earned a Best Urban Contemporary Album Grammy nomimation for The Internet\u2019s Ego\u2019s Death<\/em>.<\/p>\n

As a solo artist, she she has released Fin<\/em> [2017] and Broken Hearts Club<\/em> [2022].<\/p>\n

Simultaneously, Warner Records noted, she “emerged as the rare outlier equally comfortable on a track with either Disclosure or ZAYN in addition to featuring on Lil Uzi Vert\u2019s platinum-certified Eternal Atake<\/em>, which bowed at No. 1 on the Billboard 200″.<\/p>\n

Syd notably co-wrote and co-produced Plastic Off The Sofa<\/em> from Beyonc\u00e9\u2019s blockbuster Renaissance.<\/p>\n

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