Warner Records has struck a partnership with music executive Sickamore and his New York-based company three times LOUDER.
Brooklyn alternative R&B artist Laila! will be the partnership’s flagship artist.
The tie-up, announced on Thursday (July 2), sees three times LOUDER expand its reach through Warner Records while continuing its existing partnership with SoundCloud.
Founded in 2023 and known by the monogram IIIXL, three times LOUDER is a New York City-based company that develops hip-hop and R&B artists.
According to three times LOUDER, its core belief is that “the most important thing a music company can provide is space for artists to create.”
“Sickamore‘s reputation as one of the culture’s most important and impactful disruptors most definitely precedes him.”
Commenting on the partnership, Warner Records CEO & Co-Chairman Aaron Bay-Schuck said: “Sickamore‘s reputation as one of the culture’s most important and impactful disruptors most definitely precedes him. He has served as a trusted confidant to some of the world’s biggest superstars.
“Now, the same acumen and vision underscore three times LOUDER. We’re excited to team up with him and to elevate it to the next level.”
“Laila! is the exact archetype of an artist we dreamed of when starting three times LOUDER: resourceful, fearless, and infinitely creative,” said Sickamore.
“In Warner Records, we have a partner who respects her autonomy and has the infrastructure to amplify her genius without compromise. I couldn’t be more excited for this partnership.”
“Laila! is the exact archetype of an artist we dreamed of when starting three times LOUDER: resourceful, fearless, and infinitely creative.”
Sickamore
Laila! was identified in 2023 through a collaboration between SoundCloud‘s A&R team and Sickamore, and developed her artistry on the platform.
She became the featured artist when SoundCloud launched its Ascending development program in September 2024, having joined the platform’s joint venture with IIIXL, as MBW reported at the time.
Between April and September 2024, her weekly global streams grew to 6 million from 1.6 million, according to SoundCloud.
Laila!‘s single Not My Problem sparked the #NotMyProblem beat challenge and a remix playlist, according to the announcement.
Her debut album Gap Year!, almost entirely self-produced, earned Best of 2024 recognition from Pitchfork, Billboard, Complex, VIBE, Vogue, Refinery29 and Okayplayer, among others.
“I’ve always wanted the music to speak first, and this next chapter feels like a chance to keep growing, creating and reaching more people.”
laila
She recently released the single Miss Mango, her first release of 2026.
“I’ve always wanted the music to speak first, and this next chapter feels like a chance to keep growing, creating and reaching more people,” Laila! added. “I’m excited for everyone to hear what’s coming next.”
Randall “Sickamore” Medford is a Trinidadian-born music executive who previously worked as a senior A&R executive at Epic and Interscope, with artists including Travis Scott, YG and Sheck Wes.
Currently, he works alongside Travis Scott and David Stromberg at Cactus Jack Management, where he co-manages Don Toliver, whose chart-topping album OCTANE debuted at No. 1 on the Billboard 200 in February.
Through three times LOUDER, Sickamore also develops emerging artists including Ovrkast. and Liim.
Music Business Worldwide
Warner Records has formed a partnership with music executive Sickamore and his company, three times LOUDER, which is based in New York City. This collaboration, announced on July 2, aims to expand the reach of three times LOUDER, while also maintaining its existing partnership with SoundCloud. Three times LOUDER, abbreviated as IIIXL, was founded in 2023 and specializes in developing hip-hop and R&B artists. Their guiding principle is to provide a creative space for artists.
Warner Records CEO and Co-Chairman Aaron Bay-Schuck praised Sickamore, highlighting his reputation as a pivotal figure in the music industry who has been a trusted advisor to major stars. Bay-Schuck expressed excitement about collaborating with Sickamore and elevating three times LOUDER to new heights. Sickamore echoed this enthusiasm, stating that Laila! embodies the kind of artist that three times LOUDER aims to support—one that is resourceful, fearless, and highly creative. He emphasized that Warner Records respects Laila!’s artistic autonomy and has the infrastructure to amplify her talent.
Laila!, the flagship artist of this partnership, was discovered in 2023 through collaboration between SoundCloud’s A&R team and Sickamore, and she developed her artistry on the platform. In September 2024, she became the featured artist for SoundCloud’s Ascending development program, a joint venture with IIIXL. Between April and September 2024, her global streams surged from 1.6 million to 6 million weekly, showcasing her growing popularity. Her single « Not My Problem » sparked a viral beat challenge and a remix playlist, further establishing her presence in the industry.
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Her debut album, « Gap Year! », which she predominantly self-produced, received accolades from multiple platforms, including Pitchfork, Billboard, and Vogue, among others. Laila! expressed her desire for her music to be the focal point of her career, stating that this new chapter represents an opportunity for growth and reaching broader audiences. She recently released « Miss Mango, » her first single of 2026, and is eager for fans to experience her upcoming music.
Sickamore, originally from Trinidad, has a notable background in the music industry, having served as a senior A&R executive at Epic and Interscope, working with artists like Travis Scott and YG. He is currently involved in management at Cactus Jack Management alongside Travis Scott and David Stromberg, where he co-manages Don Toliver, who achieved significant success with his album « OCTANE, » debuting at No. 1 on the Billboard 200.
Through three times LOUDER, Sickamore is also committed to developing emerging artists such as Ovrkast and Liim, showcasing his dedication to nurturing new talent in the music scene. This partnership with Warner Records is expected to further enhance the visibility and opportunities for Laila! and other artists associated with three times LOUDER. The collaboration highlights the growing importance of independent labels and platforms in the music industry, providing artists with the resources and support they need to thrive creatively and commercially.
