OVO Sound

OVO Sound is a Canadian independent record label founded in 2012 by Aubrey "Drake" Graham, Noah "40" Shebib, and Oliver El-Khatib in Toronto. It is home to PARTYNEXTDOOR, Majid Jordan, Naomi Sharon, Roy Woods, Smiley, and Popcaan. In January 2024, Santa Anna Label Group (Sony Music) announced an investment and partnership with OVO Sound to provide additional A&R, production, finance, accounting, marketing, and label services. OVO Sound remains a standalone record label distributed and marketed through Santa Anna Label Group.

OVO Sound was built as Drake's label home after his catalog moved from Cash Money/Young Money. The label has released projects by PARTYNEXTDOOR, Majid Jordan, and Popcaan, and has been involved in numerous Drake collaborations with artists such as Bad Bunny (Rimas), Central Cee, Blocboy JB, and Dave. OVO Sound also created the Top Boy soundtrack. The Santa Anna partnership gives the label Sony Music's global distribution and label services infrastructure while preserving its independent operation.

The label's biggest release of 2025 was "$ome $exy $ongs 4 U," a collaborative album by Drake and PARTYNEXTDOOR released on February 14, 2025. The album debuted at number one on the Billboard 200 and the Canadian Albums Chart. The single "NOKIA," shot in IMAX and directed by Theo Skudra, was released as a music video on March 31, 2025. The black-and-white video features Canadian NBA All-Star Shai Gilgeous-Alexander and has accumulated millions of views on YouTube.

Notable Artists and Releases

OVO Sound's roster is small and curated, focused on R&B, hip-hop, pop, and dancehall. The label's most significant artists and releases include:

• PARTYNEXTDOOR (active): Signed in 2013 as the first OVO Sound artist. His self-titled debut EP "PARTYNEXTDOOR" (2013) and "PARTYNEXTDOOR TWO" (2014) established the label's sound. "PARTYNEXTDOOR 4" (P4) was released in 2024. The collaborative album "$ome $exy $ongs 4 U" with Drake followed on February 14, 2025, with 21 tracks and a 73-minute runtime. The album features guest appearances from Pimmie, Yebba, and Chino Pacas.
• Majid Jordan (active): The Toronto duo (Majid Al Maskati and Jordan Ullman) signed to OVO Sound in the early 2010s. Their 2024 album "LIFE 2" continued their run of R&B releases. In 2026, the duo announced "Two Roads," a 15-song album scheduled for release on August 28, 2026 through OVO Sound under exclusive license to Santa Anna Label Group.
• Drake (co-founder): While Drake's solo releases have historically gone through Republic Records (UMG), his collaborative projects with OVO Sound artists are released through the label. "$ome $exy $ongs 4 U" (2025) was released through OVO Sound, Santa Anna, and Republic Records. Drake's 2025 single "NOKIA" from the album reached number 11 on the Billboard Hot 100.
• Popcaan (active): The Jamaican dancehall artist signed to OVO Sound. His collaborations with Drake include "We Caa Done" (2023) and "Twist and Turn" (2020, featuring Drake and PARTYNEXTDOOR). Popcaan's OVO Sound releases are distributed through Santa Anna Label Group.
• Roy Woods (active): Signed to OVO Sound. His early release "Waking at Dawn" (2016) was among the label's first full-length projects.
• Smiley (active): Toronto rapper signed to OVO Sound. Gained attention through Drake co-signs.
• Naomi Sharon (active): Dutch-Caribbean R&B singer signed to OVO Sound.
• DVSN (active): R&B duo on the OVO Sound roster. Released "Dark Nights" in April 2025.
• Baka Not Nice (active): Toronto artist on the OVO Sound roster.
• Pimmie (active): Featured on "$ome $exy $ongs 4 U" and added to the OVO Sound roster in 2026.

PARTYNEXTDOOR's 2014 single "Recognize" featuring Drake has over 285 million views on YouTube, making it one of the most-watched OVO Sound releases. The track appeared on "PARTYNEXTDOOR Two" and was released through OVO Sound and Warner Records.

The 2025 single "SOMEBODY LOVES ME" by PARTYNEXTDOOR and Drake, from "$ome $exy $ongs 4 U," was released through OVO Sound under exclusive license to Santa Anna Label Group and Republic Records. The track has accumulated over 57 million views on the PARTYNEXTDOOR VEVO channel.

How OVO Sound Operates

OVO Sound is founder-led by Drake, Noah "40" Shebib, and Oliver El-Khatib. The label is highly selective and signs artists through personal curation. The January 2024 Santa Anna Label Group partnership provides additional A&R support, production, finance, marketing, and label services. Distribution flows through Santa Anna (Sony Music). OVO Sound's strength is its connection to Drake's global audience and its Toronto-based R&B and hip-hop curation.

Why It Matters for Independent Artists

OVO Sound is one of the most recognized artist-owned labels in the world, but it is founder-led and selective. Its connection to Drake gives any signing immediate global exposure. If you make R&B, hip-hop, or dancehall and are being courted by OVO Sound, you have significant recognition or a personal connection to the founders.

Drawbacks and Things to Consider

• Founder-led: OVO Sound signs artists who fit Drake, 40, and Oliver's personal vision. There is no general open A&R process.
• No unsolicited demos: OVO Sound does not accept cold submissions.
• Sony partnership changes independence: The Santa Anna Label Group investment means OVO Sound now has Sony Music distribution and services, though it remains standalone.
• Drake-centric exposure: Much of the label's visibility comes from Drake's own releases and collaborations.

Deal Structures and Royalties

OVO Sound operates as a standalone label within the Santa Anna Label Group and Sony Music ecosystem. Typical deal structures include:

• Traditional recording deal: OVO Sound funds recording, marketing, and distribution through Santa Anna (Sony Music). Artists receive an advance against royalties. Major-label distribution through Sony typically means royalty rates in the 12% to 18% range of suggested retail price, with standard deductions for packaging, free goods, and video costs.
• Master ownership: OVO Sound typically owns master recordings for the deal term, with masters administered through Santa Anna Label Group and Sony Music's distribution network.
• Joint venture and licensing: The Santa Anna partnership itself is structured as an investment and label services deal rather than a full acquisition. OVO Sound retains its identity and signing autonomy. Individual artist deals may vary between full recording contracts and distribution-only arrangements.
• Creative control: The label is known for giving its artists significant creative latitude, particularly in R&B and dancehall where the OVO aesthetic is well established. PARTYNEXTDOOR has released four full-length projects on the label with minimal A&R interference.
• 360 provisions: OVO Sound deals may include provisions for a percentage of touring and merchandising revenue, consistent with major-label-affiliated deals through Sony Music. The exact percentages are negotiated per artist.

Artists considering OVO Sound should understand that the label signs very few artists per year. The roster has remained under 10 active artists since its founding in 2012. The Santa Anna partnership has not changed this approach. The label's value proposition is global exposure through Drake's audience and Sony Music distribution, not volume signing.

Related Resources

• Record Label Contracts Explained - What an OVO Sound deal contains
• How to Get a Record Deal in 2026 - Building leverage in R&B and hip-hop
• Music Publishing Explained - Publishing vs recording deals
• Cash Money Records - Drake's former label
• Republic Records - OVO Sound's distribution partner under UMG for Drake releases
• Interscope Records - Major-label comparison for hip-hop and R&B
• RCA Records - Major-label comparison for R&B
• Roc Nation - Another artist-founded label with major-label distribution
• Dreamville Records - Comparable artist-owned hip-hop label
• Quality Control Music - Comparable independent hip-hop label with major-label partnership
• Cactus Jack Records - Another artist-founded label with major-label distribution
• OVO Sound Official Site - Roster and news