A life-story that changed the world.
IT START WITH -
An endless passion for music, for voices,
for discovery, for people, for life.
Atlanta-based record label Generation Now is built on a new foundational infrastructure for the young creative economy and by a trio of proven music vets – Philadelphia, PA natives Tyree “DJ Drama” Simmons and Don Cannon and Los Angeles bred Leighton “Lake” Morrison. They are focused on empowering and incubating artists in their own creative habitat without altering their vision. Although the Generation Now moniker speaks volumes based on its Millennial and Gen Z roster, it spawned from the title of a 2004 Aphilliates mixtape series led by Drama and Cannon; with its debut release hosted by Kanye West, Joe Budden and Jae Mills. What started as a recording project is now a burgeoning entertainment empire with a diverse stable of fresh talent that includes Lil Uzi Vert, Jack Harlow and Killumantii, to list a few.
Their street cred for predicting what’s new and what’s next has been well documented and each member has held an executive corporate office position at a major label, therefore establishing their own was a logical progression. Each partner compliments the other by bringing a unique charisma that fits the shifting landscape of the industry.
Drama is at the forefront as the dot-connecting spokesman, while Cannon assumes the role of resident creative and Lake brings the balance of strategic and artistic thinking, however they are equal contributors in every aspect of the organization. From strategic brand development, management and touring, to in-house production, A&R, publishing and copyrighting, Generation Now, in partnership with Atlantic Records, is a self-contained entity.
The company’s roots are definitively in DJ’ing (spinning and breaking records) in addition to launching the careers of the artists behind the hits. Throughout the dawn of the new millennium, both Drama and Cannon helped to increase the global influence of numerous stars including Young Jeezy, T.I. and Lil Wayne, sparking a musical transformation. During the same era, Lake, a former Roc-A-Fella/Def Jam Records intern, was integral to navigating the successful campaigns of artists like Freeway, Young Gunz, Tha Dogg Pound, Bobby Valentino and Drama. As a collective result, their impact on the culture can’t be overstated. They are all natural born leaders and are guided by the philosophy that if you don’t have control, you don’t have power.
In the digital age of oversaturation, Generation Now thrives in consumer engagement by focusing on long-term growth with a business model that’s based on quality, inclusive talent, individuality, transparency and authenticity. Their vision is underwritten by a shared passion of mapping a legacy.
Alongside the label, Generation Now has a diverse portfolio of ventures that are in alignment with their brand values. In addition to real estate projects, one of which includes expanding their studio and office space, they are investors in Ju-Tox Juice Bar with multiple locations across the country.
Serving as the voice of innovation and change, which reflects the customs and culture of the artistic community, Generation Now is another step forward in an already revolutionary music history.