Warner Records announced a strategic partnership with respected music executive Sickamore and his groundbreaking creative institute, three times LOUDER. The collaboration marks a significant next chapter for the culture-forward imprint, which continues its partnership with SoundCloud and is now expanding its reach through Warner Records.
Founded in 2023, three times LOUDER, operating under the monogram IIIXL, is a physical space in New York City where culture is created—nurturing some of hip-hop and R&B’s brightest stars. Its core belief is that the most important thing a music company can provide is space for artists to create. The Warner Records and SoundCloud partnerships are a natural extension of what IIIXL has already proven: that proximity to culture, when built with intention, creates careers.
Brooklyn-bred alternative R&B artist Laila! will serve as the flagship artist for the three times LOUDER/Warner Records partnership. Identified in 2023 through a collaboration between SoundCloud’s A&R Talent Identification team and Sickamore, she developed her artistry and community directly on the platform, where her breakout single “Not My Problem” sparked the viral #NotMyProblem beat challenge and a remix playlist that amassed hundreds of thousands of plays. Her debut album Gap Year! — almost entirely self-produced, earned widespread critical acclaim. Most recently, Laila! opened a bold new chapter with the release of her confidently empowering anthem “Miss Mango.”
Welcoming Sickamore and three times LOUDER to the Warner Records family, CEO & Co-Chairman Aaron Bay-Schuck commented, “Sickamore’s reputation as one of the culture’s most important and impactful disruptors most definitely precedes him. He has served as a trusted confidant to some of the world’s biggest superstars. Now, the same acumen and vision underscore three times LOUDER. We’re excited to team up with him and to elevate it to the next level.”
“Laila! is the exact archetype of an artist we dreamed of when starting three times LOUDER: resourceful, fearless, and infinitely creative,” said Sickamore. “In Warner Records, we have a partner who respects her autonomy and has the infrastructure to amplify her genius without compromise. I couldn’t be more excited for this partnership.“
“I’ve always wanted the music to speak first, and this next chapter feels like a chance to keep growing, creating and reaching more people.” Laila! added. “I’m excited for everyone to hear what’s coming next.”
Randall “Sickamore” Medford is a Trinidadian-born music executive and founder of three times LOUDER, a Brooklyn-based creative ecosystem shaping the future of hip-hop. A former senior A&R at Epic and Interscope, he helped craft the platinum runs of Travis Scott, YG, and Sheck Wes. Today, he works alongside Travis Scott and David Stromberg at Cactus Jack Management, where he co-manages Don Toliver, whose chart-topping album OCTANE debuted at No. 1 on the Billboard 200. Through three times LOUDER, Sickamore develops emerging voices including breakout artist Laila!, Ovrkast., and Harlem innovator Liim, building long-term careers rooted in culture, infrastructure, and world-building.
