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GRAMMY CHEW: A BIG MIDDLE FINGER TO US ALL, FROM GRAMMY
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THE B-SIDE
ONE LABEL UNDER THE NATIONS
2/3/20

Not many curators can say they’ve created a network by the age of 14, but that’s not the case for Andre Benz—founder of Trap Nation on YouTube. What began as a small channel has grown to become known as The Nations, encompassing seven channels total with over 60m subscribers across the board.

Separated by genre—Latin, Bass, House, Indie, R&B, Rap, and Chill—Benz and his team of 11 cater to a growing audience that are ingesting all kinds of music outside of the original trap channel. Their latest, Latin Nation, will most likely be the last to live on the network with the creation of their label, Lowly.

Created in 2016 after building a presence on Spotify and catapulting multiple artists’ careers, Benz decided to in-house efforts through their independent label Lowly. Since then, the label has signed hundreds of acts, working with the likes of Greyson Chance, Des Rocs, Mickey Valen, Unlike Pluto and more.

Head of A&R, Kerick Stevens, says, “Much like a content network like Netflix, who aggregates all of their content that lives on one platform, Lowly strives to do the same thing. Content is either owned or licensed by us and that backfills a large portion of what The Nations/Lowly is today.”

President Creighton Burke adds, “We know the pains of the tough standardizations of record contracts that get in the way of moving forward creatively—Lowly has tried to eliminate those barriers.” By building a strong brand and using their in-house marketing machine to support releases, there’s no saying how big Lowly and The Nations will grow.