In a landscape where algorithms rule and virality is currency, Broke Records is carving out its own lane—quickly adapting and strategically positioning itself within 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 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. In just over a year, it has established a notable presence in the music business.

From YouTube Pioneer to Industry Disruptor

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 largest digital music brands in the world. That experience was the foundation 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 since a young age,” Benz explains. “I believe my experience building Trap Nation and other media networks has given me a keen understanding of what it takes to build a true audience, and the skillsets that allow us to continue pivoting and adapting to evolving trends, consumption behavior, and social media platforms.”

A Label Built for the Moment

“Being reactive, fast, and okay with taking risks, in combination with great music and effective content marketing, we’re able to consistently capitalize on opportunities and help break records and artists on our roster,” says Benz.

Benz credits the success to Broke’s fluid, hyper-adaptive approach: “Our strategy is not one set standard or templated model. The strategy is to be quick, efficient, reactive, and ensure that when something is moving online, we’re able to lean into it and amplify it.”

No Gimmicks—Just Innovative Marketing

Broke’s digital-first ethos doesn’t rely on any one “trick” for success. “There’s truly no ‘innovative’ strategy. Marketing is very malleable and it’s always changing,” Benz says. “Innovation comes with the ability and knowledge to be able to change your practices and team to keep up to date with what works, and forget what doesn’t work. True digital marketing is always staying in tune with what’s driving consumption.”

This mindset led to breakout hits like Sevdaliza’s “Alibi”—which earned a gold plaque—and Ndotz’s “Embrace It,” which was among 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 take them to the next level.”

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 solidified when Sevdaliza chose to remain with Broke, despite receiving a major offer from Republic Records. “It shows that larger artists are starting to see alternative options and that the ‘be all’ solution to becoming a superstar doesn’t have to be major,” Benz explains. “We are providing artists with a compelling alternative to the traditional model by offering services that make signing to an independent company appealing—like speed, efficiency, product ownership, and intuition.”

Independence Is the Advantage

For Benz, the rise of Broke sends a message. “I think it puts pressure on competitors to step up their game, offer more services, and provide more value to artists.” He adds, “Independent labels will continue to thrive, as the business model of ‘speed’ and being agile will remain an advantage, and it will become even more important in tomorrow’s industry.”

As for the future, the label is scaling operations in 2025. “We are continuing to grow our digital team, enhance our ability to service artists that we sign, build better reporting and royalty statements, and expand marketing into more platforms and digital areas to further grow and promote talent on our roster,” Benz shares.

Looking Ahead—and Staying True

When asked what he’d change about the music industry, Benz doesn’t hesitate. “Honestly, nothing. I think there’s never been a better time for independents and opportunities. I love where we’re at, and I’m excited to see where we’re headed as an industry.”

And while Broke is open to smart partnerships, the focus remains clear. “We don’t see ourselves partnering with anyone. We like being independent, and I believe it allows us to service our artists better,” Benz says. “We have nothing against other labels or major labels—there is room for everyone to succeed in the industry, and we’re open to collaboration if it ultimately benefits our business and artists.”

His advice for anyone looking to break into the game? “Stick to your vision, see it out, and be patient and relentless.”