Exceleration Music Partners with Reach Records in a Deal That Keeps the Label Independent
Exceleration Music has formed a strategic partnership with Reach Records, the Atlanta-based Christian hip-hop label co-founded by rapper Lecrae, covering all music released from 2026 onward. Reach keeps its ownership, leadership and creative control. Exceleration brings capital, infrastructure and operational expertise. Music Business Worldwide
The deal, announced on Tuesday, August 11, makes Reach the first hip-hop label and the first Christian music label in Exceleration's partnership roster. Under its terms, Exceleration's distribution arm Redeye Worldwide will handle global physical and digital distribution for Reach's new releases, alongside marketing services. Reach continues to operate under its current team, led by CEO Ben Washer and President and Co-Founder Lecrae. Music Business Worldwide
For Reach, the arrangement adds distribution muscle without surrendering the keys. For Exceleration, it extends a portfolio that has so far sat outside both hip-hop and faith-based music. The partnership covers only music released from 2026 onward, leaving Reach's earlier catalogue where it is.
The first release under the partnership is "Clean," a new single from US poet and rapper Jackie Hill Perry. The track debuted during her set at the Holy Smoke Festival on Saturday, August 8, where fans could buy it on a limited-edition KiTalbum — a collectible physical device that stores an album and bonus content, unlocked through an app. Reach's KiTalbum bundle, its first on the format, pairs Perry's 2025 album Blameless with the new single. "Clean" gets its full digital launch on August 21. Music Business Worldwide
Exceleration Music launched in January 2021, founded by five industry executives: Glen Barros, John Burk, Amy Dietz, Charles Caldas and Dave Hansen. The company describes itself as a force-multiplier for independent labels, offering flexible, transparent deals and an in-house team covering digital and physical sales, marketing, creative services, accounting and global distribution. Exceleration Music
Its distribution capabilities stem from the September 2023 acquisition of Redeye Worldwide for an undisclosed sum — a deal that marked Exceleration's entry into the distribution and music services business. Redeye is the distribution partner of Beggars, Domino and other leading independent labels. Music Business Worldwide Music Week
Reach Records has been busy beyond the deal. The label recently launched worship collective 2819 Worship and released this year's 116 Summer Playlist. Lecrae himself won the Dr. Bobby Jones Best Gospel/Inspirational Award at the 2026 BET Awards for "Headphones," his collaboration with T.I. and Killer Mike. Music Business Worldwide
For fans of Reach's artists, the practical upshot is wider distribution and potentially faster global availability of new releases — starting with a Jackie Hill Perry single that already has a collectible on the shelf.
