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HABTEMARIAM UPPED TO CHAIRMAN/CEO AT MOTOWN
A new chapter for Hitsville USA (3/2a)
GRAMMY CHEW: THE
PRE-GRAMMY BOUNCE
Let's hear it for ironic guitar-smashing. (3/2a)
NEAR TRUTHS:
PIE IN THE SKY
The stream is irrigating a money tree. (3/2a)
SOUNDCLOUD BANKS
ON FAN DEVOTION
A new approach to leveling the playing field (3/2a)
MICHAEL GUDINSKI,
1952-2021
Aussie music man left his mark everywhere. (3/2a)
BLACK HISTORY MONTH
A jazz chronicle of fighting the power.
GRAMMYS: WHERE TO FROM HERE?
After the snubs, the show.
ACQUITTED
In a phenomenal display of cowardice.
MOVING THE NEEDLE
When vaccination schedules and touring schedules meet.
THE B-SIDE
PLAYLIST OF THE WEEK: 11:11
12/7/20

BY: RANYA KHOURY

From YouTube channel to label, 11:11 Music Group’s Alex Marcu filled me in on how he was able to build global brands across YouTube, Spotify and, most recently, a label.

The 5-year endeavor began with YouTube channel Chill Zone, which eventually rebranded into Sleepy Wolf, a network with over 457k subscribers that supports artists across all genres.

After gaining close to half a million subscribers on YouTube, Marcu decided to start a separate brand/label, 11:11 Music Group. 

“The thought process behind creating the record label was the same as 5 years ago, I wanted to work with my favorite artists in order to bring value and help them grow,” shared Marcu. This is where the idea of growing his own playlists from scratch started and in just over 7 months, 11:11’s Spotify has gained over 600k followers.

On the label side of things, 11:11 has released over 600 tracks and garnered nearly 100m streams across all DSPs. “Were not really a label that lockspeople in,” Marcu explained. “We only release singles with the artists that we work with, so they could be completely independent but still work with us.”

Although the channel is primarily seen as a lofi label, they are currently branching out into different genres, hoping to support pop, rap, indie, and more by 2021.

Check out 11:11’s Spotify network here.