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The Internet reshaped every industry, but few more dramatically than music. Today’s producers, many of whom used to burn CDs and download tracks from LimeWire, are undergoing seismic shifts with the rise of streaming platforms like Spotify and Apple Music.
“I don’t think any other generation has seen these kinds of changes in the music industry,” says Justice Biden, co-founder of Atlanta-based record label LVRN. “Those changes definitely influenced my approach to talent scouting.”
As head of A&R at LVRN, Baden is constantly leading the company through changes, learning not only to adapt to trends but also to anticipate them. He recalls, in the ’90s and 2000s, media channels were far more integrated.
“If you have a song and an artist that everyone believes in, you can get people to check it out – because back then, with radio and TV, everyone got their information at the same time,” he explains.
Those days are long gone. Today, the outside world may as well be in the recording booth, watching the artists develop in real time and paying attention to every step.
“The luxury of just putting out a record and expecting people to like it doesn’t really exist,” says Baden. “It’s about creating a world – an ethos and atmosphere around the artist – and a lot of that comes down to growing the fan base.”
That level of visibility can create pressure for emerging artists, turning Baden into part creator, part practitioner.
“The curtain has been lifted,” he says. “The whole idea of saying, ‘This is my special project that I’ve been working on for six years, and now you’ll finally be able to see it,’ doesn’t really exist anymore, because now the consumer plays a bigger role in deciding what happens.”
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Image Credit: LVRN
analytics vs instinct
Analytics are playing an equally big role – much to Baden’s dismay. Statistics such as monthly listeners, playlist reach and number of followers can often contribute more to shaping an artist’s future than their musical talent.
“Transparently, I think this is the biggest flaw in the music industry,” Biden says. “Analytics have always been part of the business – whether it was radio spins then or streaming data now – but when it comes to building a generational artist, instinct still matters most.”
He believes too many executives use data as a crutch to overcome their fears.
“For me, music is sacred,” explains Baden. “But I think the powers that be don’t love music as much as they should.”
While he acknowledges that there is a fine line between confidence and illusion, Baden does not see “failure” as black and white.
“If you believe in a record but the audience is attracted to something else, it doesn’t mean the song isn’t strong – it just might not be the right time for it,” he says. “As an executive, your job is to recognize that and find ways to keep the impact of the song alive.”
He points to R&B singer Summer Walker’s debut album as an example. One of its standout tracks, Bodywas universally liked within LVRN, but did not fare well initially – until years later, when it went viral on TikTok. Same thing happened with Walker’s first song karmaWhich went double platinum not long after its release.
“At the end of the day, it always comes back to a great record,” Biden says. “You have to trust your instincts, fight for it and know how to navigate the process.”
“From the beginning, Justice has always inspired me to step out of my comfort zone,” says Walker. “He encourages me to work harder and push myself because he has true belief in me and my abilities. He opened my eyes to the many creative risks I took in some of my early work.”
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label made with love
Artists like Summer Walker trust Baden because she sees them not as commercial assets, but as part of the LVRN family – and that starts with being true to herself.
“Justice is more than just my A&R,” says Walker. “He’s always gone above and beyond for me. He’s made a real emotional connection and cares about me as a person and an artist first and foremost. The business is secondary. Justice and the LVRN team are transparent – they show up when it matters most and make a real effort. It just feels comfortable.”
“For many Black entrepreneurs, the music business has long been rooted in a street mentality — that’s the foundation of many iconic labels, from Death Row to Roc-A-Fella. But that’s not our story,” says Baden. “For us, it’s about showing that there are different paths to success – it’s good to be smart, lead with love, and stay true to that principle. That energy shines through in the artists we work with and how we grow as a company.”
Biden doesn’t consider himself a natural businessman – but that hasn’t stopped him from thriving in business. He drew comparisons to Steph Curry, saying that while Curry excels in every aspect of the game, fans ultimately come for his jump shot.
“For me, that’s managing music and bringing people together,” says Baden. “I learned that running a business is a completely different challenge.”
It’s a challenge he’s clearly risen to. The same executive who once lied about interning at Def Jam to build credibility now leads music for one of the industry’s fastest-growing independent labels.
Since its inception, LVRN has expanded from five employees to more than two dozen worldwide, adding breakout artists like Afropop star Odile and country newcomer Tanner Adele to a roster that already includes Summer Walker.
“It’s all about timing,” Biden says. “When I was 17 or 18, I thought the artists I worked with deserved a record deal – but looking back, if we had actually gotten a deal then, it wouldn’t have worked out.”
The Internet reshaped every industry, but few more dramatically than music. Today’s producers, many of whom used to burn CDs and download tracks from LimeWire, are undergoing seismic shifts with the rise of streaming platforms like Spotify and Apple Music.
“I don’t think any other generation has seen these kinds of changes in the music industry,” says Justice Biden, co-founder of Atlanta-based record label LVRN. “Those changes definitely influenced my approach to talent scouting.”
As head of A&R at LVRN, Baden is constantly leading the company through changes, learning not only to adapt to trends but also to anticipate them. He recalls, in the ’90s and 2000s, media channels were far more integrated.
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