Leading hip-hop label Quality Control teams up with SoundCloud to discover new artists.They've been the driving force behind the global domination of megastars including Migos, Lil Baby and Lil Yachty – now the Atlanta-based label’s management and creative services arm has struck a joint venture with SoundCloud. 

The partnership will see QC and SoundCloud work collaboratively to “discover new talent and revolutionise artist partnerships by empowering creatives with bespoke resources, tools and access.” The powerhouse team-up aims to combine industry experience, data and resources to create custom A&R plans for chosen artists, including artist development, distribution and marketing services. “With our years of ear-to-the-street skills coupled with SoundCloud’s endless stream of talent and powerful data pointing to what is authentically bubbling up in the scene I can’t think of a better merging of passion, intel and skill sets to create countless new paths for emerging artists,” QC founder Kevin 'Coach K' Lee said. “We are beyond excited for this partnership.” Via Variety