Avex Music Group has signed fast-rising producer Elkan to a global publishing deal, marking another significant move by the company as it strengthens its position in the US market under new leadership. The deal, announced Tuesday, also includes the launch of Elkan’s joint venture publishing company, Toibox by Elkan.
The signing comes just two months after Japanese entertainment giant Avex named Brandon Silverstein as CEO of its newly formed Avex Music Group, consolidating the company’s American operations under unified leadership. The March restructuring saw Avex acquire 100% of Brandon Silverstein’s S10 Music Publishing catalog and increase its stake in S10 Management, positioning the company for aggressive expansion in the competitive US music market.
Strategic Acquisition of Hit-Making Talent
Elkan, whose recent production credits include Drake’s “Nokia” – which reached number two on the Hot 100 – and Rihanna’s new single “Friend of Mine” from the upcoming Smurfs movie soundtrack, represents the type of hit-making talent Avex is targeting as it builds its American presence. The Sierra Leone-born producer began his career in Freetown after his uncle introduced him to FL Studio software, eventually earning recognition for his work on Lecrae’s Grammy Award-winning album Church Clothes 4.
“Elkan is without a doubt one of the most talented and successful new producers in music today,” said Silverstein in announcing the deal. “In addition to some very exciting projects of his own, Elkan has identified a number of key creatives to build Toibox with.”
The partnership extends beyond traditional publishing arrangements. Through Toibox, Avex will support the signing and development of writers and producers selected by Elkan, working alongside his longtime manager Kasual Kas and business partner Kristina Mazzola. The venture has already signed its first two writer-producers: Kavin Smith and Luke “Cobali” Gobrial.
Consolidation Under New Leadership
Brandon Silverstein’s appointment as CEO of Avex Music Group represents a significant consolidation of power for the S10 Entertainment founder, who previously worked with Avex through joint ventures. The restructuring gives Avex the largest share in S10 Management alongside Brandon Silverstein and Roc Nation, while maintaining separate operations for the management division.
“Avex has always been driven by a bold vision: to shape the future of music,” said Katsumi Kuroiwa, CEO of Avex Inc. “Since forming our strategic partnership with Brandon Silverstein in 2020, we have strengthened our presence in the US market, and now, we are taking that vision to the next level.”
The company’s strategic focus encompasses multiple areas: building its music publishing portfolio, promoting Avex artists globally, forming joint ventures with established artists and entrepreneurs, expanding into music catalog deals, and managing talent through its S10 Management organization.
Track Record of Success
Silverstein brings significant industry credentials to his expanded role. His S10 Publishing catalog includes Billboard number-one hits such as Tate McRae’s “Greedy,” Justin Bieber’s “Peaches,” Doja Cat’s “Agora Hills,” Tommy Richman’s “Million Dollar Baby,” and Jack Harlow’s “First Class.” The catalog has generated over 50 billion streams worldwide and includes 22 global number-one hits.
In 2024, S10 and Avex achieved remarkable success on Mediabase’s year-end radio charts, securing the top spot with “Greedy,” the fifth position with “Agora Hills,” and the 16th spot with “Million Dollar Baby” – all of which also reached number one on Spotify’s Global Charts.
Global Ambitions
Founded in 1988, Avex employs more than 1,500 people across 14 offices and five recording studios worldwide, with global revenue of approximately $1 billion in 2024. The company’s expansion into North America began in 2021, driven by what Kuroiwa described as the need to “offer high-quality music by top creators in the US” while staying current with “cutting-edge innovations in the music-tech space.”
“My mandate is to build Avex Music Group into a dynamic, full-service music company that creates global opportunities for our creative community,” Silverstein said of his new role.
For Elkan, the partnership represents an opportunity to expand his influence beyond individual productions. “I wake up every day with the same mission in mind: making the world dance,” he said. “No one’s ready for what 2030 will sound like. Toibox is the future.”
The deal positions Avex Music Group to leverage both established hit-makers and emerging talent as it seeks to bridge Japanese and American music markets while building a comprehensive entertainment operation in Los Angeles.
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