Triller and veteran music executive Steve Rifkind’s Spring Sound label are partnering on a new artist discovery platform called Spring Singles. The partnership was announced Wednesday (Oct. 20) during a keynote conversation between Rifkind and rapper-producer David Banner at Triller’s inaugural monthly Assembly for Black Creators virtual conference.
Beginning Jan. 1, 2022, and every two weeks through the year, Spring Singles will release a new track from a different undiscovered artist on Triller — resulting in 26 new artists across various genres being introduced through all Triller platforms. In addition to the main Triller platform and all Triller social channels, the artists’ songs will gain exposure through Triller’s Rising Star and Soundcloud playlists, in-app advertising, exclusive artist spotlights, push notifications, Triller influencer support, and Triller House content activations, events and brand partnerships. Spring Singles will also encourage emerging artists to submit their work directly to Springsingles@spring-sound.com.
“We’re creating a new pathway to finding and launching the kind of raw talent that makes people stop and say, ‘Whoa, there’s a new star,’” said Rifkind in a statement. “Triller’s ability to amplify these new voices to the right audiences using their AI tools and sophisticated marketing is the way we hope to empower new voices so they can have a very real opportunity to potentially break through. We want to create a rhythm to our song releases. By scheduling them every two weeks, we will hopefully have created something that people pay attention to and look forward to. We have already found some amazing talent that we can’t wait to introduce.”
Added Mahi de Silva, CEO of TrillerNet, parent company of Triller, Verzuz, FITE, Triller Fight Club, TrillerVerz and Amplify.ai, “Steve Rifkind is synonymous with discovering incredible new talent and having a deep understanding of the cultural moment, two qualities directly aligned with the Triller mission. As a premier music discovery platform, we’re excited to launch Spring Singles and empower the next generation of artists in their journey to fully expressing themselves and finding their audience.”
Best known for establishing pioneering labels such as Loud Records and SRC Records, Rifkind has introduced several iconic artists over the course of his career, among them Wu-Tang Clan, Mobb Deep, Big Pun, Akon, Three 6 Mafia and Busta Rhymes. He founded Spring Sound in 2021 in homage to father Jules Rifkind’s legendary Spring Records, whose roster included James Brown and Millie Jackson.
Swizz Beatz and Migos’ Quavo were also among the keynoters at Triller’s first Assembly for Black Creators, speaking before a private audience of more than 250. Focused on bringing Black creators together with leading brands to foster more Black-owned content integrations and Black-owned media, subsequent virtual events are slated for Nov. 10 and Dec. 3 — culminating in 2022 with the Black Creator Conference. For more information visit AssemblyForBlackCreators.com.