Exceleration Music has signed a strategic partnership with Christian hip-hop label Reach Records, home to artist and label co-founder Lecrae, Jackie Hill Perry and more.
Through Exceleration’s in-house distributor Redeye Worldwide, the Atlanta-based Reach will receive global physical and digital distribution as well as marketing services to support its global expansion while retaining its “creative and operational independence,” according to a press release. The deal will extend Reach’s physical music business, expanding to retailers and direct-to-consumer channels globally. The agreement covers music released from 2026 onwards.
Reach will continue operating under its current leadership and team as Exceleration provides “flexible capital, infrastructure and operational expertise.” This marks Exceleration’s first partnership with both a hip-hop label and a Christian music label.
The partnership kicks off with the release of U.S. poet and hip-hop artist Hill Perry’s new single “Clean.” The track was debuted live during Hill Perry’s set at Holly Smoke Festival on Saturday (Aug. 8), where fans were given the option to purchase it via a limited-edition KiTalbum (a collectible format that merges physical and digital). In addition to “Clean,” the KiTalbum bundled Hill Perry’s 2025 album Blameless. The single will be fully released digitally on Aug. 21.
Reach’s roster also includes Hulvey, KB, Andy Mineo and Limoblaze. Recent successes include Lecrae’s BET Award win for “Headphones” featuring T.I. and Killer Mike, the launch of the new worship collective 2819 Worship and more.
Exceleration, which invests in and provides support for indie labels, was founded in January 2021 by five executives with extensive experience in the indie music world: former Concord Music Group CEO Glen Barros, former Concord Records president John Burk, former Merlin CEO Charles Caldas, former Ingrooves general manager Amy Dietz and former Epitaph Records general manager Dave Hansen. The company has previously acquired or invested in labels including +1 Records, Alligator, Bloodshot, Cooking Vinyl, Dangerbird Records, Kill Rock Stars, Mom+Pop, SideOneDummy, The Ray Charles Foundation/ Tangerine Records and Yep Roc Records.
Lecrae, president and co-founder of Reach Records, said in a statement: “Having come up as an artist and executive, I know what it means to have people believe in you and your vision. Christian hip-hop isn’t on the sidelines anymore, it’s shaping culture, and the people making it deserve a home that understands the space. This partnership lets us pour into more artists and build more of the infrastructure our community is hungry for, so the music impacts even more people. That’s what excites me most.”
“We’ve spent two decades building Reach, and I’m proud of what we’ve made,” said Ben Washer, CEO of Reach Records. “For a partnership to make sense, whoever we work with has to share how we do things. That means integrity, transparency, and allowing us to lead the creative and the brand the way we always have. We’ve had the opportunity to reflect on what the next stage of Reach should look like and we’re excited to be partnering with Exceleration – a partner that we trust and backs our vision. I’m excited about what we will achieve together.”
“Through their dedicated commitment to the genre, Reach has built a thriving creative community within Christian Hip-Hop and achieved true brand identity,” added Barros, managing partner at Exceleration Music. “As a result, they have become an outright leader in the genre, serving both their artists and fans. Given Exceleration’s mission to empower independent music, we hope to provide Lecrae, Ben and the incredible Reach team with additional resources that will enable them to amplify their efforts and elevate the label to new heights”.
