"They’ve got spot-on musical instincts," says the label's president.
"Radio is a long game," says Atlantic's evp of black music promotion Kevin Holiday.
The partnership is the latest example of a major teaming up with a regional Mexican label to help propel the genre.
The Tokyo-based label, whose last effort in the U.S. fizzled, is signing artists like Sadie Jean and writers like Harv, who co-wrote Justin Bieber's "Peaches."
The Nashville native has already scored a gold single with last year's "County Line."
The contract covers employees at Secretly Group companies including Secretly Canadian, Dead Oceans and Jagjaguwar.
Greenwald will continue to run Atlantic Records alongside Craig Kallman.
Execs say that a deluge of new music — and the difficulty of influencing TikTok's algorithm — has made building an audience harder than ever for new acts.
Edwards' upcoming album, Crashlanded, will release Nov. 4.
The virtuosic singer is working on his first new solo album since early 2020.
