In a move that signals growing cross-cultural collaboration in the music industry, S10 Entertainment — a joint venture between music executive Brandon Silverstein and JAY-Z’s Roc Nation — has secured a strategic investment from Avex USA. The announcement comes alongside news of Grammy-nominated rapper Big Sean joining S10’s management roster, marking a pivotal moment of expansion for the entertainment company.
Brandon Silverstein’s S10 Strengthens Asian Market Connection
The deal, announced by Avex Inc.’s global CEO Katsumi Kuroiwa at a Tokyo investor conference on May 9, builds upon years of successful collaboration between the companies. S10’s publishing division has emerged as a powerhouse in recent years, accumulating more than 40 billion streams and maintaining a strong presence on streaming platforms with six current entries on Spotify’s Global Top 50.
“Integrating the Avex team into our management ecosystem felt like a natural step forward, building on the positive experiences and achievements we’ve shared in our publishing venture,” notes Silverstein, S10’s founder and CEO. “I feel truly grateful to have globally-minded partners like Jay Brown, JAY-Z, and the Roc Nation family.”
Rising Latin Success Drives Growth
S10’s recent momentum has been fueled by breakthrough hits, including Myke Towers’ latest single, “Adivino,” featuring Bad Bunny, which captured the No. 1 position on Spotify’s Global Chart. The success follows Towers’ 2023 hit “Lala,” which made history as Spotify’s longest-running solo Latin Global No. 1. The company’s publishing arm continues to generate hits through collaborations with writers such as Jasper Harris, known for Tate McRae’s “Greedy,” and GENT!, who contributed to Doja Cat’s “Agora Hills.”
Management Division Makes Strategic Addition
The investment announcement coincides with S10 adding Big Sean to its management roster. The Detroit native, joining after a decade-long relationship with Roc Nation, recently scored his 55th Billboard Hot 100 entry with “Tobey,” a collaboration with Eminem and BabyTron that reached No. 24 on the chart.
For Avex USA, operating from Los Angeles since 2020 under CEO Naoki Osada’s leadership, the investment represents a calculated step toward bridging Eastern and Western markets. “We’ve accomplished so much with Brandon in recent years and developed a strong foundation of trust along the way,” says Osada. “Our companies share a lot of common ground in terms of values and vision, making the decision to extend our partnership a natural and seamless progression.”
The collaboration leverages Avex’s considerable resources, including a workforce of 1,500 across 11 global offices and an annual promotion schedule exceeding 1,500 shows. This infrastructure complements S10’s existing operations, which span offices in Los Angeles and New York, offering comprehensive services in management, publishing, label operations, and media production.
Roc Nation Co-Founder and Vice Chairman Jay Brown views the partnership as transformative: “Partnering with Avex is a seamless extension of the S10 and Roc Nation family. Both Brandon and Avex are true innovators, and this collaboration opens the door to exciting new possibilities and opportunities.” The deal follows Avex USA’s ongoing expansion efforts, which include oversight of record label SELENE and its Future of Music investment fund, valued at $25 million as of 2022. While specific investment terms remain private, the partnership positions both companies to capitalize on increasing opportunities in the global music marketplace.
Published by Iris S.
