Generation Now

Generation Now is an Atlanta-based record label co-founded by Don Cannon, DJ Drama, and Lake. The label describes itself as a new foundational infrastructure for the young creative economy, focused on empowering and incubating artists without altering their vision. Its roster includes Lil Uzi Vert, Jack Harlow, and Killumantii, among others.

Generation Now is an Atlanta-based record label co-founded by Don Cannon, DJ Drama, and Lake. The label states it is built on a new foundational infrastructure for the young creative economy and is led by a trio of proven music vets: Philadelphia, PA natives Tyree “DJ Drama” Simmons and Don Cannon, and Los Angeles-bred Leighton “Lake” Morrison. The Generation Now moniker spawned from the title of a 2004 Aphilliates mixtape series led by Drama and Cannon, with its debut release hosted by Kanye West, Joe Budden, and Jae Mills. What started as a recording project is now described as a burgeoning entertainment empire with a diverse stable of fresh talent that includes Lil Uzi Vert, Jack Harlow, and Killumantii, to list a few.

A new foundational infrastructure for the young creative economy, focused on empowering and incubating artists in their own creative habitat without altering their vision.

1. 1GenerationNOW – Official Label Homethegenerationnow.com
2. 2About – GenerationNOWthegenerationnow.com
3. 3Generation Nowwikidata.org