Victor Victor Worldwide (VVW) is a New York-based record label founded in 2016 by global entertainment executive Steven Victor. VVW launched the careers of Pop Smoke and Ski Mask the Slump God. VVW was also behind Japanese cultural icon NIGO's return to music with the release of I Know NIGO in 2022, which featured music from A$AP Rocky, Lil Uzi Vert, and Tyler the Creator. In 2025, Concord formed a strategic multi-year venture with VVW to drive the label's next chapter and expand Concord's presence in hip-hop. Concord supports VVW's roster and works to find new audiences for the label's culturally defining recording catalog, which helped shape a generation and continues to influence the genre today.
VVW built its reputation on launching the careers of Pop Smoke (whose Brooklyn drill sound became a global phenomenon before his death in 2020) and Ski Mask the Slump God. The label's work with NIGO (the Japanese cultural icon and A Bathing Ape founder) on I Know NIGO showed VVW's ability to bridge hip-hop with global fashion and culture. The 2025 Concord strategic venture brings VVW's catalog into the Concord group, with Concord stewarding the culturally impactful catalog of Pop Smoke and Ski Mask the Slump God. Concord described the venture as focusing not just on preservation but on thoughtful expansion, amplifying impact and creating new opportunities.
How VVW Operates
Victor Victor Worldwide runs dedicated A&R under founder Steven Victor from its New York headquarters. Following the 2025 Concord strategic venture, VVW operates with Concord's support for its roster and catalog. Distribution flows through Concord and Universal Music Group. The label's strength is its culturally defining catalog (Pop Smoke, Ski Mask the Slump God) and Steven Victor's personal network in hip-hop and global culture. The Concord venture provides VVW with additional resources to find new audiences for its catalog.
Why It Matters for Independent Artists
If you make hip-hop, drill, or trap, Victor Victor Worldwide is a label with a track record of launching careers (Pop Smoke, Ski Mask the Slump God) and bridging hip-hop with global culture (NIGO). The 2025 Concord venture gives VVW additional resources and distribution while preserving its founder-led approach. Its culturally defining catalog shows it can work with artists who shape genres.
Drawbacks and Things to Consider
- Founder-led: VVW is built around Steven Victor's personal network and curatorial taste.
- No unsolicited demos: VVW does not accept cold submissions.
- Concord venture: The 2025 Concord strategic venture means deal structures may involve Concord.
- Catalog focus: Much of VVW's value is in its existing catalog (Pop Smoke). New signings are a smaller part of the business.
Notable Artists and Releases
| Artist | Release | Year | Chart Performance |
|---|---|---|---|
| Pop Smoke | Welcome to the Party (single) | 2019 | YouTube 30M+ views, Brooklyn drill breakthrough, Victor Victor Worldwide / Republic Records |
| Pop Smoke | Dior (single) | 2019 | YouTube 100M+ views, RIAA Platinum, Grammy nomination |
| Pop Smoke | Shoot for the Stars Aim for the Moon (album) | 2020 | Billboard 200 #1, 7x RIAA Platinum |
| Pop Smoke ft. Quavo | Aim For The Moon (single) | 2020 | YouTube 100M+ views, Victor Victor Worldwide / Republic Records |
| Ski Mask the Slump God | Solo releases via VVW | 2018 to 2024 | Billboard 200 top 10 albums |
| NIGO | I Know NIGO (album) | 2022 | Featuring A$AP Rocky, Lil Uzi Vert, Tyler the Creator |
| Pop Smoke | Faith (posthumous album) | 2021 | Billboard 200 #1, Victor Victor Worldwide / Republic Records |
| Steven Victor | Catalog stewardship via Concord venture | 2025 | Concord strategic multi-year venture |
Videos
Deal Structures
Victor Victor Worldwide operates as a founder-led independent label. Prior to the 2025 Concord strategic venture, VVW's deals were structured as joint ventures with Republic Records (a division of UMG), with Victor Victor Worldwide retaining certain rights and Republic handling distribution. The 2025 Concord venture brings VVW's catalog into the Concord group, with Concord supporting the roster and stewarding the culturally impactful catalog of Pop Smoke and Ski Mask the Slump God. Distribution now flows through Concord and Universal Music Group. Deal structures for new signings may involve Concord as a partner. The label's model is built around Steven Victor's personal network and curatorial taste, with deals tailored to each artist rather than standardized contracts.
How Artists Get Signed
Victor Victor Worldwide does not accept unsolicited demos. Founder Steven Victor signs artists through his personal network in hip-hop and global culture. Victor's background as a global entertainment executive (formerly at G.O.O.D. Music and Def Jam) gives him direct access to established and emerging hip-hop artists. The label's track record of launching careers (Pop Smoke, Ski Mask the Slump God) and bridging hip-hop with global culture (NIGO) attracts artists who want a founder-led label rather than a corporate major. The Concord venture provides additional resources while preserving the founder-led approach. Artists interested in VVW should build a strong hip-hop profile and seek representation to reach Steven Victor directly.
Similar Labels
- Concord - 2025 strategic venture partner
- Republic Records - Former distribution and joint venture partner
- Roc Nation - Full-service hip-hop entertainment company
- Dreamville Records - Founder-led hip-hop label
Related Resources
- Record Label Contracts Explained - What a VVW deal contains
- How to Get a Record Deal in 2026 - Building a hip-hop profile
- Music Royalty Splits Guide - Split sheets before signing
- Concord - VVW's 2025 strategic venture partner
- Victor Victor Worldwide Official Site - Roster and news
