How LVRN Became a Superstar-Making Label on Their Own Terms

When Love Renaissance launched in 2012, the record label’s mission was simple: make it cool to be in love again. The ’90s had a reputation for pumping out love-making R&B anthems, but by the next decade, the industry shifted its focus to Top 40 pop and hip-hop club records. “The early 2000s was the return of gangster [music], and the mid-2000s was like, ‘We can finally party to hip-hop music,’” Justice Baiden, head of A&R at LVRN, tells Complex. “Then, fast-forwarding to where we are now, there is kind of a resurgence. But I feel like we skipped the stage of making it cool to be in love, which was our goal”…


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