Jesse “Punch” Edwards: 740 Project Prolific Rise In Music Marketing
Get on any bus or enter any crowded area and you’re bound to see a vast number of people with headphones on their heads, listening to their favorite artists from their preferred streaming service of choice. What at one point was only available to listen to at live shows, has now become universally available at your fingertips. From Vinyl to Cassette Tapes, to CDs and now streaming. The way people consume music has changed drastically due to technological advancements, and as a result the way record companies market the music their artists release has changed as well. Technology is developing at a fast pace leaving label executives scrambling to stay ahead even if they have to look away from home base for an edge, oftentimes in digital marketing agencies. Most popular currently amongst labels is the 740 Project.
Founded by Jesse Edwards, Rahim Wright, and Charley Greenberg, the 740 Collective is a digital marketing agency sought upon by record companies to aid in the music release. Since the company’s conception in 2015, the collective would see multiple high profile partnerships within the music industry. In 2017 the 740 would find their first partnership with Capitol Music Group. The partnership consists of 740 Project serving as a marketing arm working with artists signed to the Capitol Music Group and the labels under the prolific company. These subsidiaries include Motown, Quality Control, and Capitol Records. The collective has also inked a joint deal with Universal Music Publishing Group as well. In addition, in 2019 Edwards and 740 would partner with music mogul Scooter Braun’s Ithaca Holdings. In an interview with Variety Magazine Braun describes the 740 team as “some of the most innovative and tenacious marketers in music today.”
The Los Angeles based marketing company through its five years has amassed an impressive roster of clients including the likes of: Justin Bieber, Travis Scott, Lil Baby, Young Thug, Lil Nas X, Playboi Carti, A Boogie Wit Da Hoodie, Don Toliver, Rich The Kid, Tory Lanez, Jhene Aiko, and many more. The group has even worked on marketing campaigns outside of music with Footlocker, Beats By Dre and they even aided in the marketing of the soundtrack for the movie Queen & Slim.
As the evolution of music marketing continues forward, Jesse Edwards and the 740 Project have established that they will remain in the forefront. From developing independent artists and building their presence on SoundCloud through Digital Trapstars, the collective has found a smooth transition scaling their agency to the industry leaders they are today.
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