United Masters and NLE Choppa. Perfect Examples Of The Future Of Music

In 2017 they were a new ‘black-owned’ Tech start-up with aspirations of pushing the music industry forward. Two years and a sizeable investment later they have partnered with one of the biggest breakthrough artists of the year. United Masters has officially entered the arena.

What is United Masters?

“United masters is the convergence of culture, technology, and storytelling.”

Steve Stoute

United Masters describes itself as a distribution company and a marketing company rolled into one package for independent artists. At first glance, the services United Masters provides might not strike you as innovative since there are other companies like TuneCore who can do the same job. But United Masters separates itself from the pack in two BIG ways.

First their CEO, Steve Stoute is a music industry savant. From road manager to the president of Interscope records Stoute has been a trailblazer in the industry for decades. With this venture, he looks toward the future of the industry in a way that only he can. His experiences make him the perfect partner for any young upstart artist looking to go places. The second is the deal UM has with the NBA.

UnitedMasters and the NBA struck a big-time deal in 2018 that will allow UM’s artists to have their music played across all NBA properties. This isn’t something to snicker at. The NBA brings in big-time viewership which can translate to new fans for artists with the company. That’s a lot of upside for a company that doesn’t ask for their artists to sign their life away.

NLE stayed INDIE

“For centuries all they’ve ever done is taken away.”

Steve Stoute on Record Labels via The Breakfastclub power 105.1

When NLE Choppa was 16 years old, he turned down a 3 million dollar record deal to partner with United Masters and retain control of his music. He became one of the most popular emerging acts of 2019 when he released his single ‘Shotta Flow’ which is currently sitting at 113 million views on Youtube.

The single catapulted Choppa too stardom. Soon after Choppa found himself in the middle of a bidding war between multiple labels. That’s when Stoute approached him.

“I think a lot of rappers – when they sign, think short term.”

NLE Choppa when asked why he refused the deal.

The now 17-year-old Memphis native is making tons of money from his performances that his own team can book. He’s making tons of money from his streams and Youtube views, that he uploads himself. So in reality what does he need a label for?

Choppa is the perfect prototype for the artist of tomorrow. Talented, business-minded, tech-savvy, and independent. Similar to how LeBron James has turned the NBA into virtually a positionless league. Choppa will show the music industry what indie artists with diverse skills can do.

Independence United

Being independent is maintaining control of your intellectual property. Record labels are making millions off of creative works, from artists who have long stopped making music. Why shouldn’t artists do the same now? In the ’90s and before, artists had to sign deals because the labels controlled distribution. This is no longer the case.

United Masters is giving independent artists a viable alternative to signing a record deal. Yes, there are other companies like Tunecore that distribute artist’s music through digital platforms. Other than that, however, they don’t do anything else.

United Masters offers marketing services for artists who are ready to go to the next level. They are backed by Google partnered with the NBA and controlled by a man that has the industry in his blood. So yes artists have other options when it comes to distributing. But artists must consider this. There are 150,000 songs being uploaded everyday. Do you want to join the crowd? Or do you want to partner with a company that can help you cut through the noise?