About Create Music Group

Create was built to bring world-class infrastructure — technology, services, and partnerships — to independent labels and creators.

Our Story

Founded in 2015, Create emerged from the belief that independent labels and creators deserve world-class infrastructure. Our founders saw an opportunity to consolidate best-in-class labels onto a single platform.

Today, Create operates a portfolio of specialist and market-leading label brands, encompassing 17,000+ clients centralized onto a single platform comprising technology, data, marketing, and capital.

Our Values

Four principles that guide every partnership we build.

Independence First
We believe independent labels are essential to music's diversity. Our platform is built to help them compete and thrive.
Aligned Capital
Strategic capital for the moments that matter — paired with a long-term partnership mindset.
Operator-Led
We don't just advise — we execute with proven playbooks across operations, distribution, marketing, and reporting.
Built to Scale
Shared systems that grow with you — built for the long run.

Built for Growth

We help artists, labels, and music businesses grow by combining aligned capital, real infrastructure, creative support, and hands-on expertise — so partners can scale with focus, without giving up what matters.

Investment
The right funding at the right moment — flexible, aligned, and built for the long term.
  • Flexible structures
  • Long-term alignment
  • Growth-focused capital
Technology
Distribution, rights management, accounting, and analytics in one connected system - so growth doesn't turn into chaos.
  • Unified platform
  • Real-time analytics
  • Smarter decisions
Creative Enablement
In-house A&R, collaborator networks, and social-first content through Flighthouse — helping artists and labels execute creatively at the moments that matter most.
  • In-house A&R
  • Collaborator network
  • Social-first content
Expertise
Hands-on guidance and execution support from operators who've scaled music before.
  • Strategic support
  • Hands-on help
  • Industry experience

Leadership Team

Meet the people driving our mission forward.

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Jonathan Strauss

Co-Founder & CEO

Jonathan co-founded Create and leads the company's vision and growth across music and technology.

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Alexandre Williams

Co-Founder & COO

Alexandre co-founded Create in 2015 and runs operations and execution — building scalable systems that help partners move faster.

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Wayne Hampton

Co-Founder & CBO

Wayne co-founded Create in 2015 and leads partnerships and business development across artists, labels, and brands.

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William Smith

Chief Financial Officer

William joined Create in 2024 as CFO/CCO, to lead finance, strategy and M&A. He is also co-founder of 2 Mile, an investment company, and previously held senior roles in private equity (Bridgepoint, Creator Partners).

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Mitchell Shymansky

Chief Technology Officer

Mitch joined Create in 2025 to lead platform and data strategy — building the infrastructure and insights behind the portfolio. Prior to Create, Mitch served as SVP of Data & Analytics at Universal Music Group.

Work With Us

Whether you're an independent label looking for a strategic partner — or a music entrepreneur building something new — we'd love to hear from you.