CITI BEAT: INGROOVES INKS DISTRIB DEAL WITH HOT INDIE RUN-IT-UP

Ingrooves has announced a distribution deal with hot indie label Run-It-Up Records. The imprint, run by Stanley “Citi Under Siege” Atwater, has enjoyed a number of recent successes, notably by locating and leveraging buzzing projects on TikTok.

Citi and team, who launched Run-It-Up in 2017, first hit the biz radar with Trinidad Cardona’s “Dinero.” Subsequent breakouts include F.L.Y.’s “Swag Surfin’” (platinum) and T-Wayne’s “Nasty Freestyle” (double platinum). 2021 saw significant action on “Sneaky Link 2.0” by Hxllywood, Kayla Nicole and Soulja Boy and YungManny’s “Clap for ’Em” f/Flo Milli. Run-It-Up’s current jams include Top 20 Urban cut “PTPOM 2.0” by Mohead Mike f/Moneybagg Yo and Shantii P’s “Throw It Back (Abow),” one of the most uploaded songs on TikTok this year, with north of 550m platform views. Coming soon: albums by Hxllywood and DJ Chose (the artist behind “Thick” f/Megan Thee Stallion).

“Citi has built a powerful roster of artists backed by one of the most knowledgeable executive teams in the indie sector,” declared Ingrooves chief Bob Roback. “Run-It-Up is setting up to have an amazing future, and we look forward to sharing our global knowledge and expertise to ensure that it does.”

Hailing the momentum of his company—which he describes as “the Gen Z leader” of the biz—Citi noted that Run-It-Up had numerous options for distribution partners. “Ingrooves made the decision an easy one,” he says. “They are way out front with new technologies and have the industry relationships and expertise that will help us to ensure our artists have the biggest fanbases possible. We’re excited to be embarking on this new phase of growth with Ingrooves. If we can just steer clear of HITS, it’ll be smooth sailing.”