In an era where music distribution is no longer just about releasing a record, 432 MEDIA is leading the charge in revolutionizing how artists connect with their fans. The independent label and distribution company, founded by Troy Carter Jr., is reimagining what it means to operate a modern record label by integrating strategies learned from streamers, YouTube creators, and digital platforms into the core of its music services. It’s this progressive approach that’s putting 432 MEDIA on the map as one of the most innovative companies in the entertainment industry.

“Our philosophy is simple,” says Carter Jr. “Artists can no longer rely solely on traditional methods to succeed. We’ve built a system that blends music distribution with content-driven marketing strategies across platforms like Discord, Snapchat, Twitch, and TikTok. By empowering our artists to build real communities online, we’re helping them form stronger, more direct connections with their fans. That’s what sets us apart.”

At the Core: Music Distribution and Label Services

At its heart, 432 MEDIA remains a music company. The label has already amassed over 250 million streams with hit releases like “Virgil” by OT7 Quanny, “Space Boy” by Lucki, and Seven-One by Colette Lush. With each release, 432 MEDIA has proven that independent labels can still punch above their weight in a crowded digital landscape.

The company recently signed Black Mayo, the visionary producer behind viral hits like “Jus Know” and “Valentino,” which has racked up millions of streams. “Distribution is a key part of our strategy,” Carter Jr. explains. “But what we do differently is ensure our artists aren’t just putting their music out and hoping for the best. We build campaigns around every release to maximize visibility and long-term growth.”

432 MEDIA’s music distribution services extend beyond just pushing records to streaming platforms. The company offers artists a holistic approach to their careers, combining the technical expertise of a digital-first company with the hands-on, personalized support of a boutique label. Through partnerships with platforms like Venice Music, 432 MEDIA is able to provide real-time insights into streaming data, allowing artists to track their performance and make informed decisions about their next moves.

“We pride ourselves on transparency and access to data,” Carter Jr. says. “Our artists always know where they stand, and we work with them to develop the strategies that will help them grow.”

Learning from Streamers: A New Marketing Playbook

What truly sets 432 MEDIA apart from traditional labels is its adoption of strategies used by content creators on platforms like YouTube, Twitch, and TikTok. Drawing inspiration from streamers and digital influencers who have built massive followings by engaging directly with their audiences, Carter Jr. and his team have developed a marketing playbook that focuses on creating consistent, authentic content to foster fan engagement.

“Streamers understand something that many in the music industry are still learning: it’s not just about releasing content—it’s about interacting and building communities,” Carter Jr. notes. “We’ve taken those principles and applied them to our artists’ marketing strategies.”

For example, Discord has become an essential platform for 432 MEDIA’s artists, allowing them to host private fan chats, share exclusive content, and engage in real-time conversations. It’s a place where superfans gather, providing artists with direct access to their most loyal supporters. Similarly, Snapchat and TikTok have become crucial tools for quick, digestible content that keeps fans interested between releases.

“We create tailored content strategies for each platform,” says Carter Jr. “Twitch is where artists can showcase their personalities, Discord is where they can build their community, and TikTok is where they can go viral. These platforms allow us to deepen the connection between artist and fan, something that’s crucial in today’s attention economy.”

Carter Jr. draws a parallel between the way content creators monetize their platforms and how 432 MEDIA approaches artist development. “Just like how a streamer monetizes their views and follows, artists are now able to monetize their relationships with fans in ways we’ve never seen before,” he says. “When you see how a creator on YouTube can launch a career simply through consistent content, you start to see how that can translate to artists in the music space.”

A Hybrid Approach to Artist Empowerment

432 MEDIA’s hybrid model—where music distribution meets content strategy—has allowed it to carve out a unique lane in an increasingly saturated industry. The company’s ability to pivot between traditional music services and innovative digital campaigns is key to why it’s succeeding. While many labels are still catching up to the social media age, 432 MEDIA has embedded these platforms into the very foundation of its business.

This means that artists at 432 MEDIA aren’t just musicians—they’re creators in the truest sense of the word. They aren’t solely relying on their music to connect with fans. They’re using video content, social media interactions, and live streams to build their presence across multiple platforms. And in an age where attention spans are short and competition is fierce, that’s a vital skill set.

“We empower our artists to take control of their social presence,” Carter Jr. says. “Our role as a label is to give them the tools to succeed in the streaming era, and that means helping them understand how to use platforms like Twitch and Snapchat to their advantage.”

The Future of 432 MEDIA: Built for the Next Generation

As 432 MEDIA continues to grow, the company’s commitment to blending music with innovative content strategies remains at its core. With a catalog already performing impressively and new signings constantly in the works, the future is bright for Carter Jr. and his team. Their unique understanding of digital platforms, combined with a strong foundation in music distribution, is setting the stage for 432 MEDIA to be a leader in the new era of the music industry.

“In this business, you can’t just do one thing anymore,” says Carter Jr. “We’re a better label because we understand social media, content creation, and how to keep fans engaged. That’s why 432 MEDIA is thriving. We’ve built an ecosystem that empowers artists to build relationships with their audiences, while making sure they have the right distribution and marketing to succeed.”

As the music industry continues to evolve, 432 MEDIA is proving that the future of record labels isn’t just about releasing music—it’s about creating holistic strategies that build long-term success for artists in an ever-changing digital landscape.

Simply put we operate as a hybrid company for hybrid creators.

Vary, is a rising star on the West Coast music scene. Growing up, Vary was deeply involved in sports, dedicating his time and passion to basketball, ultimately playing at the University of Oregon and the University of Idaho. However, his love for music, influenced by his late father’s musical background, eventually led him to pursue a career in the industry.

Vary’s stage name, Vary, holds deep personal significance. It stems from his childhood nickname, ‘Vary’, given to him by friends and family. For Vary, music became a platform to articulate his truth and share uplifting messages, especially about his roots in North Portland.

His debut EP, “Richmond Ave”, pays homage to the neighborhood that shaped him. Vary’s collaborative ventures with fellow artists, including notable figures like Westside Boogie, Nipsey Hussle, and Goodbyecalev, have garnered attention and accolades. His track “AMG” featuring Westside Boogie has accumulated over 100k streams across various platforms.

Vary has performed at esteemed venues such as Edgefield Manor, Roseland Theater, and Star Theater, carving his place within the heart of the West Coast music culture.

His music, characterized by its soulful and timeless West Coast sound, resonates deeply with his audience. Embodying his aspirations and principles, Vary’s most recent project, “Championship Flow”, exemplifies his passion and vision for his community, expressing his optimistic outlook on life.

Outside of music, Vary aspires to give back to his community and put North Portland on the map. Embracing his humble beginnings, he aims to be a beacon of positivity and inspiration for those around him.

In the years ahead, Vary plans to release high-quality music that reflects his authentic self while remaining open to experimenting with diverse genres. He dreams of performing at major festivals and collaborating with artists such as Domani, LaRussell, Charlie Wilson, and Dom Kennedy, all while remaining true to his roots and principles.

Check out Vary’s latest music below.

We have covered DJ Fresh before and we must say while he was already accomplished at that point that puts him in the one percentile of disk jockeys worldwide, his latest venture being the tour DJ of Chris Brown’s highly grossing tour this year put him in a position to be labeled as a superstar.

From his mixes to vibrant personality being shown on the mic, Fresh has received critical acclaim and co-signs from artist nationwide for his talents.

He has some major announcements coming soon but we wanted to really show this star some love for all he has accomplished and given to the culture throughout the years. While he might be Fresh in youth physically, he is Fresh in youth mentally and his energy has translated into unforgettable sets which he has received his flowers for.

Follow him on Instagram here.