Griselda Records

Griselda Records (also Griselda x Fashion Rebels, GXFR) is an American independent hip-hop record label based in Buffalo, New York, founded in 2012 by rapper Westside Gunn, his brother Conway the Machine, and Mach-Hommy. The flagship artists include Westside Gunn, Conway the Machine, Benny the Butcher, and in-house producer Daringer. Griselda began life as a clothing brand (Griselda by Fashion Rebels, or GxFR) before becoming a record label. The name Griselda comes from Griselda Blanco, the Colombian drug lord. The label has distribution through Daupe! and EMPIRE, and its artists have had deals with Shady Records (Westside Gunn and Conway, 2017 to 2020 and 2022) and Roc Nation management (Westside Gunn and Benny the Butcher, since 2019). The roster also includes Armani Caesar, Boldy James, and in-house producer Daringer.

Beginning in the label's formative years, physical copies of the label's music were distributed in limited releases by London label Daupe! that often sold out within minutes. In 2017, Griselda signed a distribution deal with Shady Records for artists Westside Gunn and Conway, which ended when both left the label in 2020 and 2022. In 2019, Westside Gunn and Benny the Butcher signed a management deal with Jay-Z's entertainment company Roc Nation. The label's releases include Westside Gunn's Supreme Blientele (released with EMPIRE, June 22, 2018), Benny the Butcher's Tana Talk 3 (released with Black Soprano Family and EMPIRE, November 23, 2018), Griselda's WWCD (released with Shady and Interscope, November 29, 2019), Westside Gunn's Flygod Is an Awesome God, Boldy James's The Price of Tea in China (produced by The Alchemist, one of the best rap albums of 2020), Armani Caesar's The Liz (released with EMPIRE, September 18, 2020), and Benny the Butcher's Burden of Proof (released with EMPIRE, October 16, 2020). Griselda Records is the central node for the works of Westside Gunn, Conway the Machine, and Benny the Butcher, rappers who have built on the tradition of the grimmest and coldest East Coast hip-hop dating back to innovators such as Kool G Rap and DJ Polo, Wu-Tang Clan, and Mobb Deep.

How Griselda Operates

Griselda Records runs dedicated A&R under founder Westside Gunn from its Buffalo headquarters. It operates with distribution through Daupe! (for limited physical releases that sell out within minutes) and EMPIRE (for wider digital distribution). The label's strength is its distinctive sound, built on the grimmest and coldest East Coast hip-hop tradition, with in-house producer Daringer providing cohesive sonic identity. Its model combines a record label, a clothing brand (GxFR), and limited physical releases through Daupe!. The Black Soprano Family sublabel (Benny the Butcher) provides a distinct home for Benny's output. The label's partnerships with Shady Records (ended) and Roc Nation management show its ability to operate within both independent and major-label ecosystems.

Why It Matters for Independent Artists

If you make underground hip-hop, boom bap, or grimy East Coast-style rap, Griselda Records is one of the most respected independent hip-hop labels in the world, with a distinctive sound and a global underground following. Its track record of developing artists like Benny the Butcher, Boldy James, and Armani Caesar shows it can build long-term careers. Its in-house production (Daringer) provides cohesive sonic identity across its roster. Its limited physical releases through Daupe! (which sell out within minutes) show a dedicated fanbase. Its Roc Nation management deal (Westside Gunn and Benny the Butcher) provides access to top-tier industry resources.

Drawbacks and Things to Consider

• Underground hip-hop focus: Griselda signs grimy East Coast-style underground hip-hop. Artists in other genres should look elsewhere.
• No unsolicited demos: Griselda does not accept cold submissions.
• Buffalo base: The label's Buffalo base is outside the traditional hip-hop industry centers (New York, Los Angeles, Atlanta).
• Complex business structure: Griselda's business structure, with individual deals for different artists (Shady, EMPIRE, Roc Nation, Black Soprano Family), can be complex to navigate.

Related Resources

• Record Label Contracts Explained - What a Griselda deal contains
• Independent Labels vs Major Labels - The underground hip-hop label model
• How to Get a Record Deal in 2026 - Building an underground hip-hop profile
• Mass Appeal Records - A related hip-hop label
• Griselda Records Official Site - Roster and releases