New Joint Venture Imprint Set to Break and Amplify Cross-Genre Talent

NASHVILLE, TN (July 7, 2025) – Big Machine Label Group announces today a new imprint, Ascend Music, forged in partnership with music industry executive Joel Klaiman. The new label will specialize in breaking and amplifying cross-genre talent, continuing a track record of multi-format success between BMLG Founder, Chairman & CEO, Scott Borchetta and Klaiman, Founder & CEO of ASCEND4M. Ascend Music’s first signing is slated to be announced later this week.

Setting a standard of groundbreaking achievement, Borchetta and Klaiman initially teamed up in 2008 to promote Taylor Swift’s transformational hit “Love Story,” which became the first song to top both the Country radio and Pop radio charts, and hit unprecedented milestones on airplay and sales charts both in the U.S. and internationally. As then-EVP/Promotion & Artist Development at Republic Records, Klaiman was instrumental in working with Borchetta and Big Machine on Swift’s trailblazing albums, Fearless, Speak Now, and Red, as the team achieved global success across multiple genres – cultivating an enduring and shared aspiration foundational to the mission of Ascend Music.

“Joel’s energy, vision, and passion are contagious, and he never leaves any stone unturned when he’s working with an artist,” shares Borchetta. “He’s bringing great artists to the partnership, and we will be wasting no time in getting out some game-changing music.”

“After witnessing first-hand Scott’s entrepreneurial vision and his deep commitment to fostering an artist-first, development-driven culture, it’s a dream come true to collaborate with him and the BMLG team again,” adds Klaiman. “This new venture will fuel the growth of our artists and expand Ascend Music’s global repertoire – aligned with both our companies’ shared vision and a strategy that unlocks exciting opportunities for all involved.”

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