SONY MUSIC UK has signed a partnership with record label WEAREBLK.

Entrepreneurs and influencers Anthony Antz Robb, Abdikarim Abdille and Aidan Glennon signed the joint venture, led by director of artist development at Sony Music, DJ Semtex.

The partnership brings together the teams behind imjustbait and AbdiTV together with the Sony Music family.

DJ Semtex said: “I started working with Abdi and Antz because I realised I was being influenced via their platforms, which introduced me to new artists that I then played on my radio show.

“Individually Abdi, Antz, and Aidan bring a unique skillset to the table. Collectively, they have a fresh methodology for discovering artists, and rapidly building audiences.”

They will sign and develop artists across grime, hip hop, drill, afrobeats and R&B genres. The entrepreneurs who began as social media brand owners, will work closely with DJ Semtex and Ministry of Sound president, Dipesh Parmar. 

A passion for music

Robb said: “Music has always been a huge passion of mine. Having the opportunity to contribute to culture on a bigger scale through WEAREBLK is something I’m grateful for.”

Anthony Robb began imjustbait aged just 16. He has since built up a following of four million. Robb has collaborated with a number of brands along the way. His platform has also endorsed and spotlighted budding talent, such as Dave, B Young, Deno and others.

Abdille said: “Music changed my life and I’m looking forward to returning the favour to others by discovering artists and sharing new music through our label.

AbdiTV has always been a music focused platform. It has spotted rising talent such as Swarmz, Niko B and more. Niko B’s song, Who’s That, What’s That spent 11 weeks in the Official UK Top 40. 

Aiden Glennon started his career at brand Insanity Group in 2012, before becoming a director at Management 16 in 2016. 

He said: “I’m excited about what we can achieve working with the team at Sony Music.”