In the dynamic and competitive landscape of music asset trading, Influence Media Partners has taken a bold step away from the traditional focus on timeless rock music classics. Instead, they have embraced a more adventurous approach by acquiring modern music catalogs, particularly in the vibrant genre of hip-hop. Among their most significant transactions was the 2022 acquisition of Future?s publishing catalog, which encompasses an impressive collection of 612 songs created between 2004 and 2020. This strategic pivot highlights Influence Media’s commitment to capitalizing on emerging trends in the music industry.

In the previous year, Influence Media, supported by industry giants BlackRock and Warner Music Group (WMG), made significant strides by launching SLANG, a new label and music publishing venture. This innovative company has already established publishing agreements and collaborative ventures with notable artists such as Future and DJ Khaled, empowering them to sign promising songwriters. Additionally, SLANG is focusing on developing up-and-coming talents, including emerging hip-hop artists like Camper, RX YP, and TruththeBull, entering a market segment that often lacks institutional investment.

Founded in 2019 by Rene McLean, along with his wife and business partner, Lylette Pizarro McLean, and Lynn Hazan, a former CFO for Epic and RED, Influence Media has deep roots in the music industry. Rene’s journey began in New York during the early 1990s, a time when hip-hop culture was gaining mainstream traction. ?What do you do when you?re 18 in New York City?? he reflects. ?You start clubbing. I was captivated by nightlife and music, immersing myself in hip-hop, break dancing, and graffiti.? Despite being born into a musical lineage?his father was jazz musician Rene McLean Sr. and his grandfather was the distinguished jazz saxophonist Jackie McLean?Rene initially resisted the pull of the music business. However, a transformative moment shifted his focus towards establishing Influence Media.

Following his promotion at Virgin Records, Rene McLean continued to build his resume with roles at RCA, where he collaborated with iconic groups like Mobb Deep and Wu-Tang Clan, and later at Elektra. He then established The RPM Group, a mixshow marketing and promotion firm, before launching Influence Media. Each step of his career has contributed to his understanding of the music industry and the strategies required for success.

What inspired the creation of Influence Media?

At that pivotal moment in my career, I had organized a conference, published a trade magazine, and engaged in extensive brand work through our conference. It was during this time that I met Lylette Pizarro. We secured corporate sponsorships for the conference, which led to the formation of our boutique agency, attracting high-profile clients such as PepsiCo, LVMH, and Verizon. Our agency handled a variety of projects, from sponsorship and endorsement deals to strategic planning. This experience revealed to us that if we truly wanted to impact the music business, we needed to create Influence Media. As streaming began to revolutionize the industry, we recognized the opportunity to raise funds and acquire three catalogs, which we later sold to Tempo.

Following the sale of your catalogs, how did you secure $750 million in funding from BlackRock and WMG to expand your catalog acquisitions?

With the success of our previous acquisitions, Lylette and I identified a unique opportunity beyond simply acquiring and investing in catalogs. We envisioned building a record label and a music publishing company that could thrive. My approach has always been to identify the white space in the market. We are not merely finance professionals; we are deeply rooted in the music industry, which allows us to innovate and create value.

Is WMG involved in the operations of your label? Are they assisting with distribution and publishing management?

Absolutely, SLANG operates under the umbrella of Influence Media, and Warner Music Group is one of our key strategic partners. Their support is invaluable in enhancing our distribution and publishing capabilities, enabling us to reach a wider audience and maximize our impact in the industry.

Who is leading the A&R efforts and signing artists for SLANG?

To date, I have personally handled all artist signings, but we are in the process of hiring a dedicated head of A&R. Currently, our team consists of about eight individuals, and we have adopted a highly personalized approach in nurturing these acts. Our goal is to ensure that each artist is properly developed and positioned for success. The momentum is building, and we feel confident that our efforts are yielding positive results.

Notable artists on your roster include Will Smith and The Underachievers. Can you elaborate on their roles?

Will Smith is currently engaged in a distribution deal with us. We are actively involved in all aspects of marketing and promotion, collaborating closely with his team. Their partnership has been incredibly fruitful; we recently celebrated our first No. 1 gospel record with him, which is a monumental achievement for both parties.

How do you view the emerging talents on your roster, such as Camper and RX YP?

Camper is an extraordinary talent in the industry, recognized as a Grammy-nominated R&B producer whose collaborations include work with renowned artists like H.E.R., Daniel Caesar, and Coco Jones. RX YP, from Atlanta, embodies the essence of street culture in his music. Additionally, The Underachievers, who were originally signed to RPM, have rejoined our roster and are set to release a new project soon. Their collaboration with fashion designer Kid Super is particularly exciting. TruththeBull is another artist to watch, as his debut mixtape is scheduled for release in April, and his latest single made a splash by debuting at No. 28 on the TikTok Billboard Top 50. We are thrilled about the potential of all these artists.

With eight albums from developing artists set to release this year, how does SLANG manage its workload with a small staff?

It’s important to note that these releases are not all scheduled for the same timeframe. For instance, some artists, such as RX YP, have releases planned for later in the year. Currently, our primary focus is on artists like TruththeBull, Leaf, Isaia Huron, and Camper. Working with developing talent requires a continual commitment to their growth; there are no breaks in this process. As we see positive outcomes, we strive to provide the necessary resources to propel their success. Each artist has unique needs, so we adapt our approach accordingly, either providing substantial support or allowing their creative processes to flourish independently.

What motivated the establishment of a publishing division within SLANG?

To me, a publishing division complements our label efforts perfectly. The publishing side offers the potential for rapid growth and expansion. We have celebrated three No. 1 hits in just six months, largely thanks to our strong partnership with Future. Additionally, we have publishing agreements with rising stars such as Lil Durk and RaiNao, an artist currently featured on Bad Bunny?s album, which has gained significant traction. RaiNao is actively working on her upcoming project, and we’re excited about the collaboration. We also proudly serve as the publisher for DJ Khaled, further solidifying our position in the industry.

Regarding your partnership with Future, what other business ventures are involved?

We have established a joint venture with Future focused on signing talented songwriters. Similarly, we have collaborated with DJ Khaled on various initiatives. Our approach is deeply integrated with the artists we represent. For example, we facilitated a partnership for Future to become the face of Grand Marnier, which recently launched. Additionally, we helped Visa organize their inaugural large-scale event at the Louvre, where Post Malone performed, featuring RaiNao as an artist. This illustrates our comprehensive approach to artist development and brand partnerships.

How are your business deals structured with the artists?

The structure of our agreements varies. Some artists are signed directly to us, while others operate under joint ventures. We have a distribution deal with Will Smith, which allows us to maintain flexibility in our operations.

Does SLANG share the same investors as Influence Media, especially given its focus on developing artists, a segment often overlooked by institutional investors?

Yes, we share the same investors. While I cannot disclose specific financial figures, it?s important to note that Influence has significant backing. Our capital needs are well met, and we prioritize a disciplined approach to spending and investment. Companies that begin with excessive funds can often lack the focus necessary for success. Our commitment to discipline and strategic allocation has been crucial in achieving our current position in the industry.

This story appears in the Feb. 8, 2025, issue of Billboard.