Quality Control Music continues to level up, and this time they’re joining forces with a streaming giant. The Atlanta-based label’s management and creative services arm, Solid Foundation, has struck a joint venture with SoundCloud, according to Variety.

The partnership will see Solid Foundation and SoundCloud work collaboratively to “discover new talent and revolutionize artist partnerships by empowering creatives with bespoke resources, tools and access.”

Quality Control has also invested in SoundCloud as part of the deal, with founders Kevin “Coach K” Lee and Pierre “Pee” Thomas — along with their Solid Foundation artist management team — lending their expertise to help discover, invest in and guide the careers of new artists featured on the platform.

The powerhouse partnership 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,” Coach K said. “We are beyond excited for this partnership.”

Founded in 2013, Quality Control Music has helped launch the careers of some of Southern Hip Hop’s biggest stars including Lil Baby, Migos, Lil Yachty and City Girls, while boasting Cardi B as a management client.

The label has parlayed its all-star roster and high-profile connections into two top 5 Billboard 200 albums: 2017’s Control the Streets: Volume 1 and the 2019 sequel.

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QC’s SoundCloud deal arrives on the heels of two new additions to the company: Def Jam, Motown and Warner Chappell alum Brandra Ringo, who was appointed EVP of A&R, and former Roc-A-Fella and Asylum Records A&R Wayno Clark, who has been brought on as VP of A&R.

Quality Control has also made strides beyond music over the last year. The label launched QC Sports, a full-service sports division that has already attracted several NBA, NFL and MLB stars to its roster, while striking a partnership with the production studio Critical Content to develop unscripted TV series for their stable of artists.