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

Two of the music industry's most prominent former Warner Music executives, Julie Greenwald and Max Lousada, have officially launched a new venture. As reported by Music Business Worldwide, their label, named 26.2, has been formed through a strategic partnership with Sony Music. This deal includes investment and global distribution via Sony's system, a path chosen after the pair initially considered aligning with a Wall Street investor. They emphasize that 26.2 is a traditional record label, not a joint venture, distributor, or services platform. Operations are already underway from newly opened offices in New York and London, with discussions ongoing for potential artist signings.

The label's name, referencing the 26.2-mile marathon distance, signals its core philosophy: a commitment to a focused roster and a long-term development strategy. "I’m super romantic about running a real record label," Greenwald stated. "I love being in service of artists, of art, and of greatness." Lousada echoed this artist-centric vision, critiquing the industry's current focus. "We are music and art-first and digital solutions-second, not the reverse," he said. "Fundamentally, we believe that there is too much conversation today on the distribution of art versus the creation – and the raising up – of that art." This approach suggests a deliberate shift back to deep artist cultivation in an era often dominated by streaming metrics and rapid content turnover.

Julie Greenwald brings a formidable track record to this new endeavor. Her career began at Rush Management, working with hip-hop pioneers like Run-DMC and LL Cool J, before moving to Def Jam Records. She then spent nearly two decades at Atlantic Records alongside Craig Kallman, steering the label through an exceptionally successful period. Under her leadership, Atlantic became a powerhouse, launching and sustaining the careers of global superstars including Bruno Mars, Ed Sheeran, Cardi B, and Coldplay. This success was formally recognized in 2022 when Atlantic was named Variety’s Hitmakers Label of the Year and Greenwald was promoted to CEO of the Atlantic Music Group.

Max Lousada's path to 26.2 began in the vibrant British dance music scene of the 1990s. He first launched a distributor for influential DJs and label heads such as DJ Shadow and Gilles Peterson. His career then took him through leadership roles at the hip-hop label Rawkus—co-founded by James Murdoch—and Australia's Mushroom Records, where he signed his first major act, the downtempo group Zero 7, which featured a then-unknown singer named Sia. Following Warner Music's acquisition of Mushroom in 2003, Lousada rose through Warner's ranks, ultimately becoming the Chairman and CEO of Warner Music U.K. and, by 2017, the Head of Recorded Music for the entire Warner Music Group. His diverse background provides a global perspective on artist development.

The launch of 26.2 arrives at a pivotal moment in the music business, where major labels are increasingly consolidating power while a growing number of independent distributors and artist services compete for talent. By positioning themselves as a boutique label with major backing, Greenwald and Lousada aim to offer a compelling alternative. As one industry analyst noted, "Their combined experience in breaking both pop titans and niche artists gives them unique credibility. The real test will be whether their 'marathon' model can attract top-tier creators away from the immense marketing machines of the established majors." The industry will be watching closely to see which artists join their first roster.