Warner Records has partnered with respected hip-hop and R&B executive Tim Hinshaw to launch Free Lunch Records, an extension of his creative and touring firm Free Lunch Agency, the companies announced on Wednesday.
The collaboration aims to provide Warner artists ready access to Free Lunch’s creative, touring and sync services while serving as a new platform for emerging talent. Warner Records senior vp of A&R Ericka Coulter has been named general manager of the upstart label, which also announces its first two signings in Syd and Alex Isley. Coulter will keep her continue her role at Warner, the label noted.
Hinshaw announced Free Lunch Agency in August 2023 while still head of hip-hop and R&B at Amazon Music, a role he held five years. At launch, Free Lunch said its goal was to “authentically connect brands with artists and culture through bespoke storytelling and real-life experiences.” The agency’s name is a nod to the free lunch programs provided by public schools and parks in underserved communities nationwide.
While at Amazon, Hinshaw played a key role in securing major partnerships, including the exclusive livestream of Kendrick Lamar’s The Big Steppers Tour and Amazon Music Live performances featuring Lil Baby, A$AP Rocky, and 21 Savage. He also spearheaded deals for high-profile events, including for Tyler, The Creator, J. Cole’s Dreamville Festival and Summer Walker.
As Amazon executive Steve Boom said at the time, Hinshaw put Amazon Music into the conversation among the hip-hop and R&B community “in a way, frankly speaking, we were not.” His efforts there earned him executive of the year honors in Billboard’s R&B/Hip-Hop Power Players list in 2022.
Prior to joining Amazon Music, Hinshaw built the urban music division at Fender Guitars, worked in music marketing for Vans and co-managed his brother, songwriter Prince Charlez, leading to a joint venture with Island Def Jam and a global publishing deal with Universal.
Warner Records co-chairman and CEO Aaron Bay-Schuck praised Hinshaw’s ability to create impact beyond music.
“Tom [Corson] and I are thrilled to welcome Tim and his Free Lunch team to the label,” said Bay-Schuck. “His expertise stretches far beyond finding and nurturing talent – he knows how to make sure his artists are making an impact. Early on in our conversations, it was clear bringing Tim and Free Lunch into the Warner fold would be a perfect synergy. Tim is immersed in the vast culture of hip-hop and R&B, across music, sports, fashion, and live entertainment, and together we’ll work towards our shared goal of uplifting the best and brightest in the genre.”
Hinshaw added that “by uniting Free Lunch Agency with Warner Records, we can combine our expertise in creative, music, and brand building to elevate the first-class roster,” saying, “together we’ll expand the scope of artist narratives to connect even more deeply with fans across the globe.”