DJ Drama's label imprint Generation Now has extended its partnership with Atlantic Records, though the terms of the deal have not been disclosed.
Drama (Tyree Simmons) co-founded the label with his longtime friend, producer Don Cannon, and Leighton “Lake” Morrison, and has been in partnership with Atlantic since 2015. Generation Now has experienced major success with Jack Harlow and Lil Uzi Vert, who collectively have more than 30 billion streams globally. Seddy Hendrix, Sonny Digital, Killumantii, Carvena, and others are also signed to the label.
“We are thrilled to extend our partnership with Generation Now. Lake, Drama, and Cannon are important figures in hip-hop and have always aimed to collectively move the culture forward with their forward-thinking and individual expertise,” co-president of Black music Michael Kyser and Lanre Gaba told Variety. “Atlantic and Generation Now share a common vision in the importance of artist development which can be seen with the global success of superstars Jack Harlow and Lil Uzi Vert."
Drama, alongside DJ Cannon and DJ Sense (also Philadelphia natives), played an instrumental role in the southern mixtape scene when they formed the Aphilliates while attending Clark Atlanta University. Drama shot to stardom with his Gangsta Grillz series in the mid-2000s, which featured artists like Little Brother, Gucci Mane, Lil Wayne, Jeezy, Ludacris, and a host of others. Earlier this year, Drama won his first Grammy for his contributions to Tyler, The Creator's Call Me If You Get Lost, which was inspired by his Gangsta Grillz series.