TikTok influencer Jillian Webber (4.4m followers) is pivoting from content creation to A&R by launching the ‘wbbr.’ imprint in partnership with Innovo Management and Broke Records. The venture capitalizes on Webber’s proven track record of driving viral lift for tracks like DC The Don’s ‘Get Naked’ and the 1979 hit ‘Pop Muzik’, utilizing her massive audience as a primary marketing funnel. The imprint’s initial test case is LA-based artist Jeyem, whose rollout will likely serve as a proof-of-concept for this creator-as-distributor model.
This move signals a strategic evolution from the ‘influencer-as-artist’ trend toward ‘influencer-as-label,’ where creators capture value by controlling distribution rather than just promotion. Partnering with Broke Records—despite their recent AI controversy and subsequent UK chart ban—suggests a focus on aggressive, perhaps experimental, growth strategies over traditional industry safeguards.
Curated by MusicResearch.com from Music Ally. Read the full article at: TikTok star Jillian Webber launches label with Broke Records
