Ingrooves Signs “Global Distribution Deal” With Run-It-Up Records

Universal Music Group’s Ingrooves has officially signed a “global distribution deal” with Run-It-Up Records, which bills itself as “the leader of Gen Z in the music industry.”

The indie-focused distributor and five-year-old label recently unveiled their pact, and the corresponding release largely focuses on the streaming success of Run-It-Up artists. It should be clarified here that Execution records should not be confused with Run recordings.

Stanley “Citi” Atwater founded Run-It-Up Records in 2017, according to the Ingrooves release, and is currently its CEO (and CEO of Loud Music Group), according to his LinkedIn profile. Meanwhile, a Scott Koeppel is listed as co-founder and CEO of Run It Up Recordings on his own website. The two companies also have separate social media profiles.

Going back to the deal between Los Angeles-headquartered Run-It-Up Records and Ingrooves, however, the companies’ official announcement message acknowledges Run-It-Up’s interests in such popular releases as as “Swag Surfin” by FLY, “Nasty Freestyle” by T-Wayne. and “Jennifer” from Trinidad Cardona.

Regarding the initially mentioned popularity of the Run-It-Up tracks among Gen-Z listeners, the company relayed that YungManny’s “Clap For ‘Em” was one of the “Top 10 Most Played Songs”.[s] on TikTok in 2021, amassing over 75 million streams. Additionally, RIU said he released Hxllywood’s “Sneaky Link 2.0” in late 2021, and the track became “the number one hashtag sound on TikTok.”

Addressing the Run-It-Up deal in a statement, Ingrooves CEO (and former Fender President) Bob Roback said, “Citi has built a powerful roster of artists backed by one of the the most competent management in the independent sector. Run-It-Up is gearing up for an incredible future, and we look forward to sharing our global knowledge and expertise to make sure it does.

And Stanley Atwater added in his own remarks: “As the Gen Z leader in the music industry, we have more momentum than at any time since our launch, so we had plenty of options when we were looking for a new distribution partner.

“Ingrooves made the decision easy. They are ahead of new technologies and have the kind of industry connections and expertise that will help us ensure that our artists build the biggest fanbases possible. We are delighted to embark on this new phase of growth with Ingrooves.

In a similar vein, TikTok earlier this month launched its own distribution and marketing service, dubbed SoundOn, for artists in the US and UK (the two biggest music markets today), as well as in Brazil and Indonesia, which are experiencing rapid growth in the music industry. and have a combined population of nearly 500 million individuals.

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