The Hype Magazine Launches Artist-Owned Hype The Label, Expanding Its Legacy Into Recorded Music

Dr. Jameelah “Just Jay” Wilkerson, Avehre and Daja Marie unite artist ownership, development, media and distribution under one independent vision.

For more than two decades, The Hype Magazine has documented the artists, movements and stories shaping contemporary culture. Now, the media platform is helping build what comes next through HYPE The Label.

Dr. Jameelah “Just Jay” Wilkerson, Avehre and Daja Marie founded the independent, artist-owned music company. Together, they will guide its creative direction, business development and long-term growth.

The founders established HYPE The Label on August 1, 2026. With its launch, the company expands The Hype Magazine’s reach from cultural coverage into artist development and recorded music. It also unites marketing, publicity, branding, content, media strategy and distribution within one focused infrastructure.

Avehre and Daja Marie enter the company as its first featured artists. In addition, they hold ownership and will participate in the label’s leadership and continued development.

The label made its release debut on August 21, 2026, with Avehre’s new single, “PUSH IT.” ADA, Warner Music Group’s independent distribution and label services arm, distributes the release. Next, Daja Marie will begin the first official campaign of her new musical chapter in September.

At the center of the HYPE The Label launch is a clear idea: artists should have a meaningful voice in the businesses their work helps build.

“We didn’t want to create another label where artists come in, make records and never become part of the business their work helps establish,” Wilkerson said. “Avehre, Daja and I own HYPE The Label together, and we are building it together. Successful records matter, but so do sustainable careers, real ownership and long-term growth. Ultimately, this is about building a legacy together.”

HYPE The Label at a Glance

HYPE The Label is an independent, artist-owned music company founded by Dr. Jameelah “Just Jay” Wilkerson, Avehre and Daja Marie. The company combines artist development, marketing, publicity, branding, media strategy and distribution.

The founders established the company on August 1, 2026. Soon after, Avehre’s “PUSH IT” became its first official release on August 21. Daja Marie’s first campaign under the label will begin in September 2026.

A New Standard for Artists

Independent artists have more ways to release music than ever before. However, access does not always provide the structure needed to build a lasting career.

Many artists must assemble separate teams for distribution, marketing, publicity, branding, content and media strategy. Without a unified vision, even a strong release can struggle to create sustainable momentum.

Therefore, the founders created HYPE The Label to close that gap.

The company unites those disciplines while giving artists a direct voice in their creative development and career strategy. More importantly, its model reaches beyond individual releases. HYPE The Label aims to develop artists who understand both their craft and their business.

That vision begins with Avehre and Daja Marie.

Avehre Leads the Label’s First Release

German-born and Chicago-bred, Avehre has built a multidisciplinary career across music, media and artist development. He is also a protégé of legendary vocalist Gladys Knight.

As a recording artist, songwriter, producer and executive, Avehre brings creative and business experience to the company. Moreover, his work as a co-founder draws from his experience both onstage and behind the scenes.

His new single, “PUSH IT,” centers on pressure, discipline and the decision to keep moving when stopping feels easier. The record introduces a new chapter in his career. At the same time, his growth as an artist moves alongside his evolution as a label owner and music executive.

“‘PUSH IT’ represents the moment I stopped negotiating with pressure and decided to move through it,” Avehre said. “This record is about discipline, momentum and trusting what waits on the other side of the push. It also reflects a new level of intention for me as an artist and executive. Everything in this chapter moves with purpose.”

As the label’s inaugural release, “PUSH IT” represents the first public result of the infrastructure its founders developed behind the scenes.

Through ADA, HYPE The Label gains access to expanded distribution and label services. At the same time, the company maintains its independent ownership and direction.

Daja Marie Claims Her Place at the Table

Daja Marie will take the spotlight next when her first HYPE The Label campaign begins in September.

Daja Marie is a recording artist and songwriter influenced by R&B, Hip Hop and alternative music. Above all, personal storytelling and creative independence anchor her work.

Her previous releases include “Sober Lies.” Meanwhile, her forthcoming campaign will introduce new music and a broader vision for the next phase of her career.

Daja enters this phase as more than an artist on the roster. As a co-founder and owner, she will help shape the company that brings her music to the world.

“Being part of HYPE The Label means I am not only releasing music through the company. I am helping build it,” Daja Marie said. “I have a voice in my story, my career development and what we create for the artists who may come after us. Ownership brings responsibility, but it also gives us the freedom to build something honest, lasting and bigger than one release.”

Each founder brings a distinct perspective to that mission.

“We are three creatives and executives bringing different experiences into one company,” Wilkerson said. “Avehre understands how to develop his own artistry while helping other talent grow. Meanwhile, Daja brings the perspective of an artist who is actively defining her career and legacy. I bring experience across media, publishing and marketing. Together, the company needs all three perspectives.”

Extending The Hype Magazine Legacy

The Hype Magazine began in 2002. Since then, the publication has worked with artists at nearly every stage of their careers.

That vantage point revealed a recurring challenge across the music industry. An artist can secure a release, an interview or a moment of public attention without having the structure to create lasting growth.

In response, HYPE The Label connects artist development, release strategy, marketing, publicity, branding and media positioning. The company will also help its artists understand the business behind their music.

The Hype Magazine will maintain its editorial identity and daily operations. Meanwhile, HYPE The Label will operate as a separate music company within the broader HYPE ecosystem.

“This is not about turning The Hype Magazine into a promotional platform for our artists,” Wilkerson said. “The magazine has spent years earning its credibility as a media brand, and protecting that credibility remains important. We are carrying forward what we have learned about audiences, storytelling, marketing and artist development. We have also seen how quickly exceptional talent can get lost without the right business structure.”

Building With Intention

Initially, HYPE The Label will focus on developing Avehre and Daja Marie. The founders will also strengthen the company’s internal systems and demonstrate its model through active releases.

Looking ahead, the vision includes opportunities for more artists, songwriters, producers and creative partners. However, alignment, shared values and development capacity will guide the label’s growth.

“We have no interest in promoting the size of a roster if we cannot properly serve the people on it,” Wilkerson said. “Instead, we want to build one career, one release and one relationship at a time. If we lead with care and consistency, the company will grow the way it should.”

By placing artists at the ownership table from the beginning, HYPE The Label aims to build more than recording careers.

Its founders also envision a company that can develop future executives. In turn, those leaders can identify talent, mentor other creatives and create opportunities throughout the industry.

For Avehre and Daja Marie, the company’s growth will become part of their individual legacies.

For The Hype Magazine, the label begins the next movement in a story that started more than two decades ago.

The Hype Magazine has documented the culture. Now, HYPE The Label will help shape what the culture hears next.

Avehre’s “PUSH IT” is available now through HYPE The Label and ADA. Daja Marie’s first official campaign under the label begins in September 2026. Additional music and announcements will follow.

Frequently Asked Questions

What is HYPE The Label?

HYPE The Label is an independent, artist-owned music company. Its work includes recorded music, artist development, marketing, publicity, branding, media strategy and distribution.

Who founded HYPE The Label?

Dr. Jameelah “Just Jay” Wilkerson, Avehre and Daja Marie founded HYPE The Label.

Is HYPE The Label connected to The Hype Magazine?

Yes. HYPE The Label expands The Hype Magazine brand into recorded music. However, the label operates as a separate company, while the magazine maintains its editorial identity and operations.

Who are the first HYPE The Label artists?

Avehre and Daja Marie are the company’s first featured artists. In addition, both artists hold ownership and contribute to the label’s development.

What was the first HYPE The Label release?

Avehre’s single “PUSH IT” became the company’s first official release on August 21, 2026.

Who distributes HYPE The Label?

ADA, Warner Music Group’s independent distribution and label services arm, distributes music for HYPE The Label.

About HYPE The Label

HYPE The Label is an independent, artist-owned music company founded by Dr. Jameelah “Just Jay” Wilkerson, Avehre and Daja Marie. The company brings together artist development, marketing, publicity, media strategy, branding and distribution. In particular, its model emphasizes creative voice, artist ownership and long-term career development. HYPE The Label distributes music through its relationship with ADA.

About Avehre

Avehre is a German-born, Chicago-bred recording artist, songwriter, producer and music executive. He is also a protégé of legendary vocalist Gladys Knight. As a co-founder and owner of HYPE The Label, his work spans music, media, creative direction and artist development. Currently, his new single, “PUSH IT,” is available through HYPE The Label and ADA.

About Daja Marie

Daja Marie is a recording artist, songwriter and co-founder of HYPE The Label. Her music draws from R&B, Hip Hop and alternative influences. At its core, her work centers on personal storytelling and creative independence. Her first official campaign under the company begins in September 2026.

About The Hype Magazine

The Hype Magazine began in 2002 as a platform covering music, entertainment, culture, business and emerging talent. Today, the magazine uses publishing, interviews, video and original programming to document the people and movements shaping contemporary culture.

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