In a significant double-play that strengthens its position in both global markets and artist management, S10 Entertainment — the joint venture between music executive Brandon Silverstein and JAY-Z’s Roc Nation — has secured a strategic investment from Avex USA while simultaneously adding Big Sean to its management roster.
S10’s Global Expansion Accelerates With Avex Partnership
The investment, revealed by Avex Inc.’s global CEO Katsumi Kuroiwa during an investor conference in Tokyo, deepens an already productive relationship between the companies that has yielded multiple chart successes through their publishing partnership.
“I feel incredibly fortunate to have globally-minded partners like Jay Brown, JAY-Z, and the Roc Nation family,” says Silverstein. “Adding the Avex team to our management ecosystem, following the immense success I’ve had with Avex in our publishing venture, was a natural progression in deepening our ever-growing relationship.”
Chart Success Drives Momentum
The deal comes at a particularly hot moment for S10, which currently has six songs on Spotify’s Global Top 50, including Myke Towers’ “Adivino” featuring Bad Bunny. The track, which debuted at No. 1 on Spotify’s Global Chart, follows Towers’ 2023 smash “Lala” — the longest-standing solo Latin Global No. 1 in Spotify history. S10’s publishing division has amassed over 40 billion streams to date, powered by recent hits from writers like Jasper Harris (Tate McRae’s “greedy”) and GENT! (Doja Cat’s “Agora Hills”).
Management Division Expands with Major Signing
Meanwhile, S10’s management division continues to expand with the addition of Big Sean, who joins the company after a decade with Roc Nation. The Detroit rapper has maintained his commercial momentum in 2024, scoring his 55th Billboard Hot 100 entry with “Tobey,” his collaboration with Eminem and BabyTron that peaked at No. 24 on the chart.
For Avex USA, which launched its Los Angeles operations in 2020 under CEO Naoki Osada, the investment marks another strategic move in connecting Asian and North American markets. The company has been steadily building its presence through ventures including record label SELENE and its Future of Music investment fund, which grew to $25 million in 2022.
“We’ve achieved a tremendous amount with Brandon in recent years, and over that time built a great trust between us,” says Osada. “We share a lot in common with our respective companies’ DNA, and extending our partnership was a natural and organic step.”
The partnership leverages Avex’s substantial infrastructure — including 1,500 employees across 11 global offices and over 1,500 shows promoted annually — to create new opportunities for artists on both sides of the Pacific. While financial terms weren’t disclosed, Roc Nation Co-Founder and Vice Chairman Jay Brown emphasized the deal’s strategic value: “Joining forces with Avex perfectly extends the S10 and Roc Nation family. Both Brandon and Avex are innovators, and this partnership offers endless possibilities and opportunities.”
Brandon Silverstein and S10’s recent string of wins through its publishing arm includes Grammy-nominated producer HARV (Justin Bieber’s “Peaches”) and breakout hits from collaborators like RVSSIAN and King Kosa, who helped craft the hit “Santa” by RVSSIAN, Rauw Alejandro, and Ayra Starr. The company maintains offices in both Los Angeles and New York, offering a full suite of services including management, publishing, label services, and media production.