Big Machine Label Group has announced the launch of Ascend Music, a new imprint created in collaboration with veteran music executive Joel Klaiman. The label will focus on developing and amplifying cross-genre talent, building on a long-standing partnership between BMLG Founder, Chairman & CEO Scott Borchetta and Klaiman, who serves as Founder & CEO of ASCEND4M.
Ascend Music’s first artist signing is expected to be revealed later this week, so stay tuned! We’ll let you know when we do!
This new venture marks a significant next step in Borchetta and Klaiman’s history of breaking genre barriers. The two first joined forces in 2008 to promote Taylor Swift’s hit “Love Story,” which became the first single to top both country and pop radio charts, a landmark moment that helped redefine genre crossover potential. At the time, Klaiman was EVP of Promotion & Artist Development at Republic Records, working closely with Borchetta and Big Machine on Swift’s Fearless, Speak Now, and Red albums. Their combined efforts yielded major international success and reshaped how artists could navigate multiple formats.
The launch of Ascend Music aims to build on that legacy with a modern approach to genre-blending and artist development.
“Joel’s energy, vision, and passion are contagious, and he never leaves any stone unturned when he’s working with an artist,” Borcetta shares. “He’s bringing great artists to the partnership, and we will be wasting no time in getting out some game-changing music.”
“After witnessing first-hand Scott’s entrepreneurial vision and his deep commitment to fostering an artist-first, development-driven culture, it’s a dream come true to collaborate with him and the BMLG team again,” adds Klaiman. “This new venture will fuel the growth of our artists and expand Ascend Music’s global repertoire – aligned with both our companies’ shared vision and a strategy that unlocks exciting opportunities for all involved.”
With a focus on innovation and genre fluidity, Ascend Music is positioned to serve a new generation of boundary-pushing artists.
Photo Credit: Nick Rau for Ascend Music
