Billboard January 2026
Founded in 2015, Create has become a billion-dollar behemoth in the world of independent music in just a few years. Strauss has achieved that by evolving its offerings to meet the market: first as a management company, then a distribution company, then a label services company and now "we've invested in independent labels and become a capital provider," he says. "In the last year, it's mainly been acquiring, investing and helping independent labels." Among its breakout stories of 2025 are labels like Monstercat, Enhanced Records, K7 and Broke Records - the lattermost of which has quickly become known as a go-to for viral marketing. As an independent, "you can move quickly and you can take bigger risks," Strauss says confidently. "If you look at the way music is consumed now, you don't just have these mainstream genres anymore.
You have infinite sub-genres within that, and within those niches you typically have specialists." He's also open to generative Al and its increasing impact on music: "In a perfect world, Al is helping all parties, whether it's with marketing, songwriting or producing."
"Create is built for entrepreneurs that's our entire platform, that's our goal. That entrepreneur could be an artist, producer, songwriter, label - doesn't matter. They just can't be a passive vehicle that sits back." - Strauss