Quality Control (QC) is making moves.

In a new partnership, Variety reports that SoundCloud will join forces with Solid Foundation, “the management and creative services arm of QC Media Holdings.”

As a part of the partnership, too, Quality Control Media Holdings — founded by Quality Control Music founders Kevin “Coach K” Lee and Pierre “P” Thomas — have also made an investment in SoundCloud.

“Coach K and P are two of the most influential voices in music, having identified, developed and grown some of the most successful hip-hop acts of our time,” said Eliah Seton, president of SoundCloud, according to Variety. “With this deal, we’re bringing together SoundCloud, the largest A&R source on the planet, with the creative genius of Coach and P.”

Quality Control will work alongside Soundcloud to invest in rising artists and help propel their careers by providing them with what they need to thrive.

“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. We are beyond excited for this partnership,” Thomas said, according to Variety. “There is nothing more important to our process than discovering new artists, so partnering with SoundCloud, one of the most important hotbeds of talent, is incredibly exciting to us. Their data merging with our time-tested way of cultivating and building artists will be a blend to be reckoned with.”

As AfroTech previously reported, Quality Control Music is responsible for groundbreaking acts that include Migos, Lil Baby, City Girls, Lil Yachty, and a host of other trailblazers in the music industry. It has also since expanded its mission to sports with an extensive roster that includes NFL’s Alvin Kamara and D’Andre Swift.

Solid Foundation

Sign up for our daily Newsletter.