Big Machine Label Group has launched the cross-genre label imprint Ascend Music in partnership with music industry executive Joel Klaiman. Ascend Music will specialize in breaking and amplifying artists across various musical genres.

The label imprint’s initial artist signing is set to be revealed in the coming weeks.

BMLG founder/chairman/CEO Scott Borchetta and ASCEND4M founder/CEO Klaiman initially joined forces in 2008 to promote Taylor Swift’s hit “Love Story,” which reached No. 4 on the Billboard Hot 100, spent two weeks atop the Country Airplay chart and topped the Pop Airplay chart.

As then-executive vp of promotion & artist development for Republic Records, Klaiman played an essential role in working with Borchetta and Big Machine on Swift’s albums Fearless, Speak Now and Red, earning global success spanning multiple musical genres.

Borchetta founded Big Machine Label Group in 2005; the label group’s current roster includes Thomas Rhett, Riley Green, Brett Young, Midland and The Jack Wharff Band.

Klaiman launched the global music and entertainment marketing and consulting agency ASCEND4M in 2023. He has also previously worked at Columbia Records.

“Joel’s energy, vision, and passion are contagious, and he never leaves any stone unturned when he’s working with an artist,” Borchetta said in a statement. “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,” Klaiman added. “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.”