Julie Greenwald and Max Lousada Launch 26.2, a New Label, in Partnership With Sony Music

By Jem Aswad

Jem Aswad

Executive Editor, Music

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As expected, former top Warner Music execs Julie Greenwald and Max Lousada have launched 26.2, a new record label in partnership with Sony Music, the pair confirmed in Music Business Worldwide on Monday.

The pair — who stress that their new company is a label, not a JV, distributor or services platform — recently signed a strategic partnership deal with Sony Music that includes investment and global distribution through the Sony system., after initially considering partnering with a Wall Street investor. They say they are currently talking with prospective artist signings and have opened offices in their respective bases of New York and London.

The label’s name reflects the distance in miles of a marathon, which telegraphs its M.O.: fewer artists, long game.

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