Lyor Cohen’s 300 Entertainment Unveils Rebranding Campaign

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Lyor Cohen’s 300 Entertainment unveils rebranding on October 21.

300 Entertainment was counting the days. Literally. A digital clock on the 300 Entertainment website (http://300ent.com) was counting down the seconds, minutes, hours and days until October 21, 2014, the day Lyor Cohen and his 300 Entertainment unveiled a new branding campaign.

The 300 Entertainment record label was formed in late 2013 by Cohen and Roger Gold, Kevin Liles, and Todd Moscowitz. Cohen, Liles and Moscowitz are all veterans of Warner Music Group and Def Jam. But with 300 Entertainment, Lyor Cohen says he is creating a record label for the 21st Century.

"300, to me," he explained when the company formed, "simply represents a period of time where, if you're well coordinated and synchronized, and you have a deep common bond – and our common bond is music – that we could, with a very small force, actually do an extremely competent job."

The 300 Entertainment strategy is to build and run a smarter and more efficient music company that doesn't require the massive resources of major labels. The name 300 is a reflection of that, Cohen said. It is a nod to Greek history and the 300 Spartans who fought in a vicious battle against thousands of Persian soldiers in 480 BC.

"It was a battle that changed the way wars are fought," Cohen said. "These guys found that if you were well synchronized, strategic, loyal with great planning and preparedness you could do much more with less and be highly effective."

And that is the mindset that Lyor Cohen and his partners are bringing to 300 Entertainment. He says that the company wants to sign artists they can take to the next level without the bureaucracy and costs that have been traditionally associated with major record companies.

"Our business motto is this: if you're out there taking risks, we wanna reward you with a great deal," said Kevin Liles.

Lyor Cohen, (https://twitter.com/lyorcohen) meanwhile, told Billboard magazine, "We're in the business of discovering artists. We recommend to the entire artist community to engage with Twitter and not just tweeting, but also photos and videos. And we are going to work with Twitter, with their immense data, to help create tools that help artists get discovered and that's what we're doing."

Already, 300 Entertainment has signed singer Eric Bellinger, Atlanta rapper Young Thug, and the hip hop group Migos.

300 Entertainment has backing from a wide range of investors, including Google, Columbus Nova, Toms Capital, former Warner Music executive Alex Zubillaga, Kemado Records co-found Andres Santo Domingo, and several others.

300 Entertainment also has a deal with Twitter that allows them full access to its data, in part to help them discover new artists. "We are going to work with Twitter, with their immense data, to help create tools that help artists get discovered and that's what we're doing," Lyor Cohen said. "Twitter values the creative community in such an unbelievable way and has not gotten the credit for the amount of artists they have helped discover."

Recent tweets from the company's management team have singled out October 21 as a "new day" for the 300 Entertainment label.

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