Virgin Music Group has signed a global distribution partnership with Suede Records, a new label launched by music curator Ari Elkins and A&R executive Joey McCarthy.
VMG, the independent artist and label services division of Universal Music Group, will provide global distribution and marketing services for the label.
“We were fans of Ari before we even got to sit together last year due to his online presence and knowledge of music and ‘what’s next,’ but after meeting we immediately knew that his passion for music discovery and engaging with digital audiences would be an amazing fit with our ethos at Virgin Music Group,” said Jacqueline Saturn, President of North America and EVP, Global Artist Relations, Virgin Music Group.
Elkins has built a following as a music discovery figure on TikTok and other platforms. A press release announcing the Virgin partnership cited 3 million followers across his music discovery content, commentary, and playlists.
He was previously recognized by Rolling Stone as one of the most influential music curators on TikTok.
“We were fans of Ari before we even got to sit together last year due to his online presence and knowledge of music and ‘what’s next,’ but after meeting we immediately knew that his passion for music discovery and engaging with digital audiences would be an amazing fit.”
Jacqueline Saturn, President of North America and EVP, Global Artist Relations, Virgin Music Group.
“Everything I’ve built has been about connecting artists with the audiences they deserve, whether that’s introducing someone to the world for the first time or helping an established artist reach a new generation of fans,” said Elkins.
“Partnering with Jacqueline and the team at Virgin Music Group gives us the resources to do this on a larger scale. With Suede, we’re focused on artists with no ceiling and building their careers intentionally. We’re not chasing moments; we are developing artists that people will still care about decades from now.”
McCarthy, who serves as the label’s A&R lead, previously held the role of Head of Music at management company Fourward, whose clients have included Chris Hemsworth and Jacob Elordi. Before moving into music, he worked in brand marketing at adidas.
“I’ve spent my career at the intersection of branding and music, and Suede is where those worlds come together,” said McCarthy.
“It starts with taste — hearing the record before it moves and seeing the artist before the world does. At Suede, we’re truly in the trenches with our artists and their teams, shaping the music, building the creative, and ultimately connecting it with audiences. We’re excited to partner with Virgin Music Group, who share that same vision.”
“At Suede, we’re truly in the trenches with our artists and their teams, shaping the music, building the creative, and ultimately connecting it with audiences.”
McCarthy
According to the press release, McCarthy has signed and developed Grammy-nominated producers whose credits include Drake, H.E.R., Noah Kahan, and Avicii, collectively contributing to over 1 billion streams.
Suede Records says it will operate with a genre-agnostic approach, prioritizing artists with what it describes as strong identities, emotional depth, and cultural resonance.
The deal marks a return to the label world for Elkins, who in 2023 co-founded Blue Suede Records as a joint venture with Avex USA, the American arm of Japanese entertainment company Avex Group.
That label was covered by MBW at the time of its launch. Elkins began his career in the music industry at Warner Music Group.
The partnership is the latest in a string of distribution deals signed by Virgin Music Group as it continues to expand its network of independent label partners.
In August 2025, VMG signed a global partnership with Michael Goldstone and Thaddeus Rudd‘s Mom+Pop Music, whose roster includes MGMT and Magdalena Bay.
That deal followed earlier partnerships with labels including Position Music and Neon Gold Records, as well as a joint agreement with Island Records and Carín León’s Socios Music.
VMG completed its acquisition of Downtown Music Holdings for $775 million in February 2026, bringing distribution platforms including CD Baby and FUGA under its umbrella. Pieter van Rijn, previously CEO of Downtown, was named COO of VMG as part of that deal’s completion.Music Business Worldwide
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