By: Lily Madrid
In a landscape where algorithms dominate, and virality is highly valued, Broke Records is carving out its own path—often outpacing the competition. Launched in 2023 by digital music veterans Andre Benz and Brandon De Oliveira, the independent label is less about legacy and more about sustained momentum.
Headquartered in New York City, Broke Records is built for the streaming era. It’s an independent label, publisher, and distributor that operates with the precision of a tech startup and the instincts of a creator-first platform. And in just over a year, it’s already making waves in the music business.
From YouTube Pioneer to Industry Innovator
Andre Benz was ahead of the curve before he could legally drive. At 15, he launched Trap Nation, a YouTube channel that grew into one of the most influential digital music brands in the world. That experience laid the groundwork for Broke.
“Being born into a digital era, I’ve had the unique opportunity to learn content strategy, social media marketing, and the psychology of music marketing from a young age,” Benz explains. “I believe my experience building Trap Nation and other media networks has given me a strong understanding of what it takes to build a loyal audience and the skillsets that allow us to adapt to evolving trends, consumption behavior, and social media platforms.”
A Label Designed for Today’s Industry
In 2024 alone, Broke Records achieved over 15 Billboard-charting singles—without the backing of a major. “Being reactive, fast, and willing to take risks, combined with great music and strategic content marketing, we’re able to consistently deliver results and help elevate records and artists on our roster,” says Benz.
The label also ranked highly in the number of singles charting on TikTok that year, competing closely with music giants like Sony, Warner, and UMG. Benz credits the success to Broke’s flexible, adaptive approach: “Our strategy isn’t rigid or formulaic—it’s about being quick, efficient, and reactive, ensuring that when something gains traction online, we’re able to capitalize on it.”
No Gimmicks—Just Strategic Marketing
Broke’s digital-first ethos doesn’t rely on any single “trick” for success. “There’s rarely a one-size-fits-all strategy. Marketing is constantly evolving,” Benz says. “Innovation comes from the ability to adjust your practices and team to stay aligned with what works and move on from what doesn’t. Effective digital marketing means staying attuned to what’s driving consumption.”
This mindset led to breakout hits like Sevdaliza’s “Alibi”—which achieved gold certification—and Ndotz’s “Embrace It,” which became one of the most-streamed UK rap singles of 2024.
Artists First, Always
For Benz, it starts with the talent. “We look for hard-working, driven, and passionate artists who have a clear vision for their sound, content, and marketing rollout and want to partner with a team to help them grow.”
Artists like Kenzie Cait, RJ Pasin, and bbno$ have found a home with Broke, drawn to its creator-focused model. The label’s credibility was strengthened when Sevdaliza turned down a major deal from Republic Records to remain with Broke. “It suggests that more artists are exploring alternative options and that the traditional path to success doesn’t always require a major label,” Benz explains. “We aim to provide artists with a compelling alternative to the conventional major-label model by offering advantages like speed, efficiency, product ownership, and adaptability.”
Photo: Unsplash.com
Independence as a Strategic Edge
For Benz, Broke’s rise demonstrates a shift in the industry. “I think it encourages competitors to improve their offerings and provide more value to artists.” He adds, “Independent labels have a unique advantage in their ability to move quickly and adapt, which will likely remain important as the industry evolves.”
As for the future, the label is expanding operations in 2025. “We are growing our digital team, improving our support for artists, enhancing reporting and royalty systems, and exploring new marketing platforms to further develop our roster,” Benz shares.
Looking Ahead—and Staying Independent
When asked what he’d change about the music industry, Benz reflects. “Honestly, very little—I think there’s rarely been a better time for independents and new opportunities. I love where we’re at, and I’m excited to see where we’re headed.”
While Broke is open to strategic partnerships, the focus remains clear. “We currently don’t see ourselves partnering with anyone. We value being independent and believe it helps us serve our artists better,” Benz says. “We respect other labels—major or independent—and believe there’s room for everyone to succeed. We’re open to collaboration if it genuinely benefits our business and artists.”
His advice for anyone looking to break into the industry? “Stay true to your vision, persist, and be both patient and relentless.”
Published by Stephanie M.
