Full Breakdown
Julie Greenwald and Max Lousada Launch 26.2 Record Label with Sony Music Partnership
4/14/2026, 10:25:45 PM
New Label's Vision and Structure
Former Warner Music executives Julie Greenwald and Max Lousada have officially launched 26.2, a new record label in partnership with Sony Music. The label, which emphasizes a commitment to artist development over mere distribution, aims to create a more meaningful engagement with fewer artists over longer timelines. Greenwald and Lousada have opened offices in New York and London and are currently in discussions with prospective artists. The name "26.2" symbolizes the distance of a marathon, reflecting their long-term vision for the label.
Background of Key Figures
Julie Greenwald has a notable history in the music industry, having spent nearly 20 years at Atlantic Records, where she played a pivotal role in the careers of artists such as Bruno Mars, Ed Sheeran, and Cardi B. She was promoted to CEO of Atlantic Music Group in 2022. Max Lousada, who has a background in the British dance music scene, has held various leadership roles within Warner Music, including chairman-CEO of Warner Music U.K. and head of recorded music for Warner Music Group.
Strategic Partnership with Sony Music
The partnership with Sony Music includes investment and global distribution, allowing 26.2 to leverage Sony's extensive resources while maintaining its focus on artist development. Lousada highlighted the importance of having a partner who understands that artist development is a gradual process, stating, “Rob’s got that ‘let’s get it done’ attitude,” referring to Sony Music CEO Rob Stringer. This collaboration is seen as a way to combine their vision with the entrepreneurial culture at Sony.
Industry Challenges and Opportunities
Both Greenwald and Lousada acknowledge the challenges of breaking new artists in the current music landscape, which they describe as increasingly difficult. However, they also note that music is more valuable than ever, emphasizing the need for patience and a strong team to support artists. Lousada remarked, “Breaking artists is really hard today, but it’s always been really hard.”
Criticism and Opposition
While Greenwald and Lousada are optimistic about their new venture, some industry observers may question the sustainability of a label model focused on fewer artists. Critics might argue that in a rapidly changing digital landscape, a broader approach could yield more immediate results.
Official Statements & Responses
Greenwald expressed her enthusiasm for the label, stating, “I love being in service of artists, of art, and of greatness.” Lousada reinforced this sentiment by emphasizing their commitment to prioritizing music and art over digital solutions, saying, “We are music and art-first and digital solutions-second, not the reverse.”
What's Next for 26.2
As 26.2 begins its journey, the duo plans to focus on building a roster of artists that align with their vision. They are committed to fostering a creative environment that prioritizes artistic integrity and long-term success, setting the stage for their next chapter in the music industry.
