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THE PLUG RECORDS | Cross-Cultural and International Label Consulting


In order to bridge urban cultures from the US and Europe, UK-based music label The Plug Records set out to create a collaborative, one-of-a-kind project to unite artists from both continents. To make this vision a reality, the label retained NuWave as exclusive consultants for this cross-cultural experiment dubbed Plug Talk.

NuWave helped to oversee the project from start to finish, including sourcing talent, reviewing contracts, elaborating a comprehensive marketing and rollout strategy, as well as liaising with partnered labels and managers.


The album, released in July 2019, features notable artists such as Offset, Tory Lanez, Roddy Ricch, Lil Baby, Rich The Kid, NBA YoungBoy, as well as UK heavyweights Fredo, M Huncho, Nafe Smallz, D Block Europe, and more.


• 5 Songs on the Top 100 Official Charts (UK)
• The #1 Hip-Hop Album on iTunes (UK)
• THE #3 on All Genres on iTunes (UK)
• Over 100 Million StreamS across DSP’s
• Over 50 million views on YouTube


As a debut record from an independent label without any prior releases, Plug Talk’s numbers can only be interpreted as a massive success. The record charted #1 and #3 for Hip-Hop and All Genres respectively in the UK, and has amassed over 100 million streams across all DSPs.

The album’s success culminated in the establishment of the Plug Nation Festival.

The festival’s first edition took place in the southeast coast of Cyprus, with over 5,000 attendees and household names like Rae Sremmurd and Gunna performing.

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