TikTok music tastes creator Ari Elkins opens his own label Blue Suede Records.
Elkins is teaming up with Avex USA to create a new label, whose goal is to “find, develop and defend unexplored talents.” Ari Elkins will lead the search for these artists, and Avex USA will take over the logistical side of Blue Suede Record’s daily operations.
Elkins is known for releasing videos on TikTok that offer themed music recommendations. Some of the topics he touched on include holiday playlists, relevant lyrics, and breakup songs. “I am so excited that my love of finding new artists and sharing them with the world is taking it to a new level thanks to Aves and the launch of Blue Suede,” Elkins said in a statement.
“What we are creating is a unique opportunity for aspiring artists to receive best—in-class services from traditional labels, as well as truly tangible and modern marketing power. I have been following the work of Avex and Selene since the very beginning and have always admired their fast mobility and innovative approach to the music industry, which is so important in 2023.”
Blue Suede Records takes its name from the sofa that appears in Ari Elkins’ TikTok video. Avex USA is also the logistics side of Selene, a brand founded in 2021 and headed by Lucas Thomashow (pictured left). Many of Selena’s subscribers have active subscribers on TikTok, which underlines how important the social network has become for finding new talents.
Avex USA was launched in 2020 and is the American division of the Japanese Avex Group. He oversees Selene, Avex USA Publishing, Avex House, and now Blue Suede Records. Selena has helped aspiring artists such as Sadie Jean, Austin George, Sophie Holohan and Zach Hood find their place in the music industry. In February 2020, Avex USA entered into a partnership agreement with Sony Music Publishing to provide worldwide administration services outside Japan for the Avex USA catalog and a list of songwriters and producers.