Behind your favorite artists sit some of the top executives in music, contributing to their success. Own The Label highlights Black record label owners who are currently impacting hip-hop culture and providing them a platform to tell their stories.

Generation Now is in it for the long haul. The Atlanta-based record label was founded by three college friends, now hip-hop moguls: DJ Drama, Leighton “Lake” Morrison, and Don Cannon. Today, Generation Now is responsible for some of the biggest contemporary hip-hop acts, redefining the sound and vibe of modern rap music.

In 2014, Generation Now signed their first artist: Lil Uzi Vert, launching the label into the stratosphere and becoming a blueprint for artist development. With Jack Harlow, Seddy Hendrinx, and more stars-on-the-rise on their roster, Generation Now is thinking less about what’s hot for a moment and more about moving the culture forward.

For the latest episode of Audiomack’s Own The Label series, hosted by Billboard Hip-Hop Editor Carl Lamarre, Generation Now shares their origin story, developing artists from the ground up, and valuable gems for independent label owners trying to break into the industry.

Generation Now Shares the Story Behind their Success for ‘Own The Label’