Concord’s in the Rap Game with Pop Smoke & More

Concord announces a multi-year partnership with Victor Victor Worldwide to expand Concord’s presence in hip-hop.

Independent music company Concord has announced a strategic multi-year venture with Victor Victor Worldwide (VVW), a New York-based record label founded by global entertainment executive Steven Victor. The partnership will help drive VVW’s next chapter and expand Concord’s presence in hip-hop. Concord will support VVW’s roster while working to find new audiences for the label’s recording catalog.

“This marks an exciting new chapter for VVW, and I look forward to working with the Concord team to help propel our artists through its global network of resources,” said Steven Victor. “I’m grateful to Bob and Tom for their confidence in our vision.”

“At Concord, we build for what’s next by strengthening our creative teams,” said Tom Becci, Chief Executive Officer, Concord Label Group. “This venture with Steven and Victor Victor Worldwide unites organizations with distinct voices and a shared track record of developing artists at the highest level. By combining Victor Victor’s cultural leadership with Concord’s global resources, we’re creating a long-term partnership designed to break new talent and build lasting careers.”

“Alongside this collaboration, we’re honored to steward VVW’s culturally impactful catalog, allowing us to continue to build upon the legacy of its artists such as Pop Smoke and Ski Mask the Slump God. Together, we’ll focus not just on preservation, but on thoughtful expansion—amplifying impact, creating new opportunities, and ensuring these recordings continue to evolve and inspire for years to come.”

A multifaceted music and media company, VVW was founded in 2016 in New York City, and represents some of the world’s most impactful artists, songwriters, creators, and athletes. VVW has launched the careers of artists that include Pop Smoke and Ski Mask the Slump God. The company was also behind Japanese cultural icon NIGO’s return to music with the release of I Know NIGO in 2022, which featured music from A$AP Rocky, Lil Uzi Vert, and Tyler the Creator.

Steven Victor began his career in the publicity department of Interscope Records before moving on to become an artist manager. Prior to founding VVW, he served as COO of G.O.O.D Music.

The VVW deal is the latest for Concord, which has been focused on expanding its recorded music network. The company acquired UK-based indie label Ninja Tune Records last month and made a strategic investment in The Azoff Company’s Giant Music in January.