Music Industry Veterans Greenwald and Lousada Unveil New Label, 26.2, in Alliance with Sony Music
Pioneering a New Era in Music: Quality Over Quantity, Art Over Logistics
Visionaries Forge a New Path: The Genesis of 26.2
Julie Greenwald and Max Lousada, celebrated figures in the music world and former high-ranking executives at Warner Music, have officially unveiled their latest endeavor: a new record label named 26.2. This exciting venture is backed by a strategic partnership with Sony Music, which will provide crucial investment and facilitate global distribution through its expansive network. The announcement, confirmed in Music Business Worldwide, marks a significant moment for the industry, as the pair clarifies that 26.2 is structured as a dedicated label, distinct from a joint venture, distributor, or mere service platform.
The Marathon Mindset: A Philosophy for Enduring Artistic Success
The name '26.2' itself carries a profound meaning, symbolizing the distance of a marathon and reflecting the label's core philosophy: a commitment to a select group of artists with a long-term vision. This approach, centered on nurturing talent over extended periods, stands in contrast to rapid turnover models. Greenwald and Lousada deliberately chose to partner with Sony Music after initially exploring options with Wall Street investors, underscoring their dedication to an artist-centric model. They are currently in discussions with prospective artists and have established operational bases in both New York and London.
Elevating Artistry: A Return to Core Musical Values
Expressing her deep enthusiasm for leading an authentic record label, Greenwald emphasized her passion for supporting artists, celebrating art, and striving for excellence. Lousada echoed this sentiment, highlighting a perceived imbalance in the contemporary music landscape, where the discourse often gravitates towards art distribution rather than its creation and cultivation. He articulated the label's foundational belief: prioritizing music and art first, with digital solutions serving as a secondary, supportive function, rather than the other way around. This re-emphasis on the creative process is central to 26.2's mission.
Julie Greenwald: A Legacy of Chart-Topping Success
Julie Greenwald's illustrious career at Atlantic Records, where she spent nearly two decades alongside Craig Kallman, is marked by an extraordinary and consistent string of successes. Under her guidance, Atlantic cultivated the careers of numerous global superstars, including Bruno Mars, Ed Sheeran, Cardi B, Coldplay, Lizzo, Paramore, and Charlie Puth, among many others. Her leadership led to Atlantic being recognized as Variety's Hitmakers label of the year in 2022, the same year she and Kallman were honored at the Clive Davis Pre-Grammy Gala. Her journey began at Rush Management, working with hip-hop legends like Run-DMC and LL Cool J, before her pivotal roles at Def Jam Records and ultimately, Atlantic, where she rose to CEO of Atlantic Music Group.
Max Lousada: From UK Dance Scene to Global Music Leadership
Max Lousada's trajectory in the music industry began in the vibrant British dance music scene of the 1990s. He initiated his career by establishing a distribution channel for DJs and independent label heads such as DJ Shadow, James Lavelle, and Gilles Peterson. His path led him to manage the international operations for Rawkus, a burgeoning hip-hop label, and later Australia's Mushroom Records, where he notably signed Zero 7, featuring Sia. After Mushroom Records was acquired by Warner Music in 2003, Lousada ascended through the corporate ranks, eventually becoming the head of A&R, president, and chairman of Atlantic U.K. by 2009. His leadership continued to expand, culminating in his role as chairman-CEO of Warner Music U.K., and subsequently, the head of recorded music for Warner Music Group in 2017.
