{"id":2373131,"date":"2026-04-14T17:06:58","date_gmt":"2026-04-14T17:06:58","guid":{"rendered":"https:\/\/celebrity.land\/en\/?p=2373131"},"modified":"2026-04-14T17:06:58","modified_gmt":"2026-04-14T17:06:58","slug":"julie-greenwald-and-max-lousada-launch-26-2-label-with-sony-music","status":"publish","type":"post","link":"https:\/\/celebrity.land\/en\/julie-greenwald-and-max-lousada-launch-26-2-label-with-sony-music\/","title":{"rendered":"Julie Greenwald and Max Lousada Launch 26.2 Label With Sony Music"},"content":{"rendered":"<p><\/p>\n<div>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tAs expected, former top Warner Music execs <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/variety.com\/t\/julie-greenwald\/\" id=\"auto-tag_julie-greenwald\" data-tag=\"julie-greenwald\">Julie Greenwald<\/a> and <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/variety.com\/t\/max-lousada\/\" id=\"auto-tag_max-lousada\" data-tag=\"max-lousada\">Max Lousada<\/a> have launched 26.2, a new record label in partnership with Sony Music, the pair confirmed in Music Business Worldwide on Monday.<\/p>\n<div class=\"wp-block-group lrv-u-flex lrv-u-align-items-center\">\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tThe pair \u2014 who stress that their new company is a label, not a JV, distributor or services platform \u2014 recently signed a strategic partnership deal with Sony Music that includes investment and global distribution through the Sony system., after initially considering partnering with a Wall Street investor. They say they are currently talking with prospective artist signings and have opened offices in their respective bases of New York and London.<\/p>\n<\/div>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tThe label\u2019s name reflects the distance in miles of a marathon, which telegraphs its M.O.: fewer artists, long game.<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\t\u201cI\u2019m super romantic about running a real record label,\u201d Greenwald said. \u201cI love being in service of artists, of art, and of greatness.\u201d<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tLousada seconded, \u201cFundamentally, we believe that there is too much conversation today on the distribution of art versus the creation \u2013 and the raising up \u2013 of that art.<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\t\u201cWe are music and art-first and digital solutions-second, not the reverse,\u201d he continued. \u201cFundamentally, we believe that there is too much conversation today on the distribution of art versus the creation \u2013 and the raising up \u2013 of that art.\u201d<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tGreenwald, of course, was at the helm of Atlantic Records with Craig Kallman for nearly 20 years, a period in which the company enjoyed a formidable and remarkably consistent run of success that included the careers of Bruno Mars, Ed Sheeran, Cardi B, Coldplay, Lizzo, Paramore, Charlie Puth and dozens of others. Atlantic was named <a rel=\"nofollow\" target=\"_blank\" href=\"https:\/\/variety.com\/2022\/music\/news\/atlantic-records-julie-greenwald-craig-kallman-lizzo-jack-harlow-1235447419\/\"><em>Variety<\/em>\u2019s Hitmakers label of the year in 2022<\/a> and she and Kallman were honorees at the Clive Davis Pre-Grammy Gala that same year; also in 2022 she was promoted to CEO of Atlantic Music Group. She began her career at Rush Management, working with Run-DMC, LL Cool J and others, before moving over to Def Jam Records and then, in 2004, Atlantic.<\/p>\n<p class=\"paragraph larva \/\/ lrv-u-margin-lr-auto  lrv-a-font-body-m   \">\n\tLousada came up in the British dance-music scene of the 1990s and began his career by launching a distributor for DJs and label heads like DJ Shadow, James Lavelle and Gilles Peterson. He followed by running the international operation for the briefly thriving Rawkus hip-hop label (which included Rupert Murdoch\u2019s son James as a co-founder), then Australia-based Mushroom Records \u2014 signing his first massive act, Zero 7, featuring a singer named Sia \u2014 which was acquired by Warner Music in 2003, bringing Lousada into the company\u2019s fold. He rose through the ranks, becoming Atlantic U.K.\u2019s head of A&amp;R, president and chairman by 2009, then chairman-CEO of Warner Music U.K., and in 2017 head of recorded music for Warner Music Group.<\/p>\n<\/div>\n<p><em> \u2018 The preceding article may include information circulated by third parties \u2019 <\/em><\/p>\n<p><em> \u2018 Some details of this article were extracted from the following source variety.com \u2019 <\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>As expected, former top Warner Music execs Julie Greenwald and Max Lousada have launched 26.2, a new record label in partnership with Sony Music, the pair confirmed in Music Business Worldwide on Monday. The pair \u2014 who stress that their new company is a label, not a JV, distributor or services platform \u2014 recently signed [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":2373132,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_jetpack_memberships_contains_paid_content":false,"jnews-multi-image_gallery":[],"jnews_single_post":[],"jnews_primary_category":[],"jnews_social_meta":[],"footnotes":""},"categories":[25179],"tags":[461685,461686],"class_list":["post-2373131","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-music","tag-julie-greenwald","tag-max-lousada"],"jetpack_featured_media_url":"https:\/\/celebrity.land\/en\/wp-content\/uploads\/2026\/04\/Julie-Greenwald-and-Max-Lousada-Launch-262-Label-With-Sony.jpg","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2373131","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/comments?post=2373131"}],"version-history":[{"count":1,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2373131\/revisions"}],"predecessor-version":[{"id":2373133,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/posts\/2373131\/revisions\/2373133"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media\/2373132"}],"wp:attachment":[{"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/media?parent=2373131"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/categories?post=2373131"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/celebrity.land\/en\/wp-json\/wp\/v2\/tags?post=2373131"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}