Victor Victor Worldwide

United States • New YorkFounded 2016

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, and was behind Japanese cultural icon NIGO's return to music with I Know NIGO (2022), featuring 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.

Contact & HQ

Headquarters

New York, NY, USA

Ownership & Distribution

Label Type

Independent Label

Parent Company

Concord (strategic venture, 2025)

Distribution

Concord / Universal Music Group

Additional Details

Genres

Hip-HopTrapDrillRap

Signing Process

Victor Victor Worldwide runs its own A&R under founder Steven Victor. Unsolicited demos are not accepted. The label signs hip-hop artists through A&R scouting and Steven Victor's personal network. Following the 2025 Concord strategic venture, VVW continues to operate with Concord supporting its roster and catalog.

Demo Policy

No unsolicited demos. VVW is founder-led and signs through personal relationships.

Notable Artists

Pop Smoke (catalog)
Ski Mask the Slump God
NIGO

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.