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Broke Records

Broke Records
Parent companyCreate Music Group
Founded2023 (2023)
FounderAndre Benz
Brandon De Oliveira
DistributorCreate Music Group
GenreVarious
Country of originUnited States
LocationNew York City, New York
Official websitebroke.nyc

Broke Records is an American independent record label founded in 2023 by Andre Benz and Brandon De Oliveira.[1] Based in New York City, the label operates under Create Music Group and focuses on digital marketing strategies, particularly on social media platforms like TikTok.[2]

History and operations

Broke Records was founded in 2023 by Andre Benz and Brandon De Oliveira as an independent record label, publisher and distributor headquartered in New York City. The label was established following Create Music Group's acquisition of a majority interest in Benz's previous ventures, The Nations, YouTube network and the Lowly record label, in 2022.[3] The label has established several strategic partnerships, including a joint venture with Isekai Records launched in 2024. This partnership has worked on viral hits by artists, including Ndotz and Stepz.[4]

The label's business model centers on rapid response digital marketing and viral content promotion. The company can sign a record and turn around content in less than 24 hours, with the complete process of finding a record, negotiating a deal, ingesting it and marketing it taking less than 48 hours, compared to traditional record labels which typically require three to four weeks for similar processes.[5]

In 2025, Broke Records signed several notable artists including Julia Cole, a country singer-songwriter signed in August 2025, which marked the label's first foray into country music, and Zhu, a Grammy Award-nominated electronic artist signed to an exclusive distribution deal.[6][7] The label's roster includes artists across multiple genres: Sevdaliza, Bbno$, Sosocamo, RJ Pasin, BLP Kosher, DC the Don, Blackbear, Sainte, Adore, Kenny Allstar with Headie One, CamelPhat & Rhodes, Cult Member and NCTS.[8] Major releases include "Embrace It" by Ndotz, which amassed almost 250 million streams on Spotify and ranked as the fourth most-streamed UK rap track in 2024.[9] "Montagem Mysterious Game" (2023) by LXNGVX, a funk automotivo track that became one of the label's early viral successes and Zhu's "Faded (Blacklizt Version)" (2025), a reimagining of Zhu's 2014 hit "Faded".[2][10]

In 2024, Broke Records achieved over 15 Billboard-charting singles without major label backing. Two of the label's artists landed on Spotify's flagship Today's Top Hits and the Global Top 50 playlists. Combined, the label's top performers have generated over one billion streams across digital platforms.[3]

References

  1. ^ Russell, Kyle (April 15, 2025). "Broke Records: An Independent Label Navigating Success in the Digital Age". Spin. Retrieved September 26, 2025.
  2. ^ a b Paine, Andre (June 27, 2025). "Broke Records signs Grammy-nominated artist Zhu to distribution deal". Music Week. Retrieved September 26, 2025.
  3. ^ a b Robinson, Kristin (November 15, 2024). "How the Founders of Broke Records Turned YouTube Savvy Into Streaming Hits". Billboard. Retrieved September 26, 2025.
  4. ^ Paine, Andre (December 18, 2024). "Isekai Records officially launches with plans to build on success with debut release by Ndotz". Music Week. Retrieved September 26, 2025.
  5. ^ Paine, Andre (February 14, 2025). "Broke Records founder Andre Benz on viral hits and the power of digital marketing". Music Week. Retrieved September 26, 2025.
  6. ^ Eggertsen, Chris (August 26, 2025). "Signed: Broke Goes Country; Atlus Maps Deal With BBR/BMG Nashville". Billboard. Retrieved September 26, 2025.
  7. ^ Sink, Lauryn (August 22, 2025). "Julia Cole Inks With Broke Records & Neon Coast". MusicRow.com. Retrieved September 26, 2025.
  8. ^ Eggertsen, Chris (March 12, 2025). "Signed: Megadeth Finds New Frontiers, Sevdaliza Sets Off to Create". Billboard. Retrieved September 26, 2025.
  9. ^ Rys, Dan (June 10, 2025). "Indie Power Players 2025 List Revealed". Billboard. Retrieved September 26, 2025.
  10. ^ Paine, Andre (November 18, 2024). "Join the dotz: How independent UK rapper Ndotz went global with viral hit". Music Week. Retrieved September 26, 2025.

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