ATLANTA, Ga. — Rolling Out, the Black-owned media company known for its cultural storytelling, is expanding into the music industry with the launch of Rolling Out Music and the acquisition of MusicXchange, a distribution platform built around artist ownership.
The move signals a shift in how the Atlanta-based company sees the future of independent music: not just through streaming and label deals, but through a combination of media visibility, touring, film, TV, and influencer-driven marketing. Rolling Out says the new division aims to put artists at the center of that ecosystem.
The leadership team behind the venture includes Rolling Out founder Munson Steed, MusicXchange founder Dennis McKinley, and entertainment executive Richard Dunn, who will serve as CEO. The trio says the model is built on “ownership, transparency, and access”, a framework many independent artists have been fighting to secure in an industry long criticized for predatory contracts and lack of royalties.
“Music is the cultural soul of our community, and Rolling Out is part of that DNA. Launching a music label is simply the next step in amplifying our cultural voice,” Steed told The Black Wall Street Times.
What the expansion includes
Rolling Out Music will combine music distribution, artist development, sync licensing, film and TV content, tours, and influencer-driven promotion all under one brand. The company says its artist-support network will span A&R scouts, publicists, tour producers, brand strategists, and sync agents.
A nationwide 10-city talent search is scheduled to begin in early 2026. The label has already started building a roster that includes Flo Dure, London “Deelishis” Charles, Drew Sidora, Parker Posey, Just Brittany, Nikki Natural, and I-Octane, alongside new talent expected to emerge from the tour.
CEO Richard Dunn, who has worked across entertainment and hospitality for more than 30 years, said the label’s goal is to support artists beyond streaming metrics. “We are building a mission-driven label that supports creators from the studio to the stage, and across every cultural touchpoint,” Dunn said.
A bet on multimedia storytelling
Unlike traditional labels that focus first on radio or streaming, Rolling Out Music plans to leverage the company’s existing media platforms and its national influencer network including docuseries, performance films, artist profiles, and branded entertainment.
Artist releases will roll out across six cities: Atlanta, Detroit, Los Angeles, Philadelphia, Miami, and New York, beginning in 2025. The first release arrives as a holiday single, “This Winter,” created in collaboration with singer-songwriter Kevin Ross.
Our brand evolution includes music and the spirit of creativity. Rolling Out Music reflects that by collaborating with artists like Kevin Ross on “This Winter.”
Why this matters
The announcement lands amid major tension in the music industry. Independent artists have become more vocal about unfair contracts and inequitable streaming payouts, while Black creators continue to call out systemic barriers in the entertainment economy.
Rolling Out’s leadership bets that connecting exposure, touring, media, sync licensing, and distribution will create a more sustainable path to ownership.
Whether this model disrupts the industry or repeats an existing blueprint still remains uncertain. But one reality is clear: more Black-owned structures in entertainment increase opportunities for Black artists navigating a digital landscape that rarely prioritizes their financial industry.