Andre Benz Is Building the Future of Music—One Independent Hit at a Time
At just 28, Andre Benz is not only reshaping how records are broken he’s redefining what success looks like in today’s music industry. As founder and CEO of Broke Records, Benz is proving that you don’t need a major-label machine to top charts, build stars, or move culture. What you do need is speed, digital fluency, and a relentless focus on the artist. Broke Records is all of that and then some.
Launched in New York, Broke Records has quickly become one of the most influential new players in the independent music scene. The label thrives on agility, creativity, and artist empowerment, with a growing roster that includes names like Kenzie Cait, Blackbear, and Sevdaliza. Its presence is deeply felt across TikTok, Spotify, and the Billboard charts all without relying on traditional label infrastructure.
“Being reactive, fast, and okay with taking risks in combination with great music and incredible content marketing we’re able to consistently show up and help break records or artists on our roster,” says Benz.
That approach is working. In 2024, Broke scored major viral success with Sevdaliza’s Alibi and Ndotz’s Embrace It, both of which gained momentum across social platforms and streaming services alike. The label also had more charting songs on TikTok than any other independent outfit that year, an achievement Benz credits to building a strategy that’s baked into the way TikTok operates.
“Our strategy isn’t templated,” he explains. “It’s about being quick, efficient, reactive and ensuring that when something is moving online, we’re able to lean into it and amplify it.”
Benz’s story starts well before Broke. In 2012, he founded Trap Nation, one of the most successful music curation brands in YouTube history. “Being born into a digital era, I’ve had the unique opportunity to learn content strategy, social media marketing, and the psychology of music marketing since a young age,” he says. “That foundation gave me a real understanding of how to build and maintain an audience.”
That knowledge has become the backbone of Broke Records’ success. While some labels attempt to retrofit outdated models to the current landscape, Benz designed Broke from the ground up with modern consumption habits in mind. “There’s truly no ‘innovative’ strategy,” he says. “True digital marketing is always staying in tune with what’s driving consumption and dropping what’s not working.”
But Broke isn’t just about scale. It’s about ownership, speed, and putting power back in the hands of artists. Benz’s philosophy has attracted talent looking for more than a typical label deal including Sevdaliza, who famously turned down an offer from Republic Records to stay with Broke.
“That decision shows that larger artists are starting to see alternative options,” Benz says. “We provide artists with a viable alternative to the traditional model through speed, efficiency, product ownership, and being intuitive.”
That clarity of purpose extends to Broke’s signing philosophy, too. “We look for hard-working, driven, and passionate artists who have a clear vision for their sound, content, and marketing rollout,” Benz says. “Our job is to partner with them to take things to the next level.”
With 2025 underway, Broke Records is scaling its team and refining its infrastructure. Plans are in motion to improve royalty reporting, expand into new digital markets, and further streamline artist services. Despite growing attention from majors, Benz is committed to keeping Broke independent.
“We don’t see ourselves partnering with anyone,” he says. “We like being independent, and I believe it allows us to serve our artists better. That’s what matters.”
Named to Forbes’ 30 Under 30 list for his impact in music, Benz remains focused on pushing the culture forward. “There’s never been a better time in the industry for independents and opportunities,” he says. “Stick to your vision, see it out, and be patient and relentless.”
And that’s exactly what Andre Benz is doing on his terms, at his pace, and entirely by design.
