While most record labels are still trying to catch up to digital culture, Broke Records was built for it from day one. Founded by Andre Benz and Brandon De Oliveira, the independent label has quickly earned a reputation for moving fast, thinking differently, and breaking artists on their own terms. After landing multiple songs on the Billboard charts in 2024—and doing it without major-label backing—Broke earned a spot on Billboard’s 2025 Indie Power Players list. But for the team behind the label, the real win is proving that there’s a new, better way to grow talent in the music industry.
Broke Records doesn’t rely on traditional rollouts, press cycles, or radio play. Its edge lies in its ability to move fast, take calculated risks, and react in real time to what’s happening on platforms like TikTok. “Being reactive, fast, and okay with taking risks, in combination with great music and incredible content marketing, we’re able to consistently show up and help break records / artists on our roster,” says Benz.
That approach has paid off—big time. Broke had more singles charting on TikTok than any other label in 2024. But their playbook isn’t about chasing trends; it’s about understanding how content travels and knowing how to amplify it. “Broke is relatively new, so our marketing principles and business model was built into how TikTok operates,” Benz explains. “Our strategy is not one set standard or templated model, the strategy is to be quick, efficient, reactive, and ensure that when something is moving online we’re able to lean into it and amplify it.”
That speed and flexibility is built into the DNA of the label—and it’s what’s helping them attract talent that could easily go major. Artists like Sevdaliza, who turned down a deal with Republic Records to stay independent with Broke, see it too. “It says that larger artists are starting to see alternative options and that the ‘be all’ solution to becoming a superstar doesn’t have to be major,” says Benz. “We are providing artists with a viable alternative to the traditional / precedent of a major by providing services that make signing to an independent company highly appealing; like speed, efficiency, product ownership, and being intuitive.”
That independent mindset is personal for Benz. Before launching Broke, he built Trap Nation—one of the biggest music curation brands on YouTube. “Being born into a digital era, I’ve had the unique opportunity to learn content strategy, social media marketing, and the psychology of music marketing since a young age,” he says. “I believe my experience building Trap Nation and other media networks has given me a keen understanding of what it takes to build a true audience.”
What drives Broke isn’t a flashy marketing “hack.” It’s the belief that staying adaptable is the only way to lead in a digital-first landscape. “There’s truly no ‘innovative’ strategy,” Benz says. “Marketing is very malleable and it’s always changing. Innovation comes with the ability and knowledge to be able to change your practices and team to keep up to date with what works, and forget what doesn’t work. True digital marketing is always staying in tune with what’s driving consumption.”
That philosophy is now baked into every part of the business—from the team to the tech. “We are continuing to scale our digital team, enhance our ability to service artists that we sign, build better reporting and royalty statements, and expand marketing into more platforms and digital areas to further develop and break talent on our roster,” says Benz.
Looking ahead, Broke sees the future of independent labels only getting brighter. “Independent labels will forever continue to thrive, as the business model of ‘speed’ and being agile will forever play in their favor,” Benz explains. “It will forever become more and more important in tomorrow’s industry.”
Even with all the recognition, Benz stays grounded. “It means the world to be recognized by anyone, regardless of it being Forbes or a large publication,” he says. “I believe what we’re doing at Broke is meaningful and any opportunity to receive recognition and a platform to speak about it is a plus.”
For Benz and the Broke team, the mission isn’t to follow the rules, it’s to rewrite them. And in doing so, they’re setting the pace for where the industry is headed next.