Exceleration Music has formed a partnership with Reach Records, the Atlanta-based Christian hip-hop label co-founded by rapper Lecrae.
Under the deal, Exceleration’s distribution company Redeye Worldwide will handle global physical and digital distribution for Reach‘s new releases, alongside marketing services.
Exceleration said on Tuesday (August 11) that it will “provide flexible capital, infrastructure and operational expertise,” while Reach continues to operate under its current leadership and team.
The partnership covers music released from 2026 onward and leaves Reach‘s ownership, leadership and creative control in place.
Reach becomes Exceleration‘s first hip-hop partner and its first Christian music label, according to the companies.
Redeye‘s network will carry Reach‘s physical releases to retailers and direct-to-consumer channels worldwide.
The companies say it is the first time Reach‘s releases will be available to fans at this scale worldwide.
The partnership’s first release is Clean, a new single from US poet and rapper Jackie Hill Perry.
The track debuted during Hill Perry’s set at Holy Smoke Festival on Saturday (August 8), where fans could buy it on a limited-edition KiTalbum.
The KiTalbum is a physical-and-digital format that stores an album and bonus content on a collectible device, unlocked through an app.
Reach‘s bundle, its first on the format, pairs Hill Perry’s 2025 album Blameless with the new single.
The chart-eligible release arrives ahead of Clean‘s full digital launch on August 21.
Lecrae, President and Co-Founder of Reach Records, said: “Having come up as an artist and executive, I know what it means to have people believe in you and your vision.”
“Having come up as an artist and executive, I know what it means to have people believe in you and your vision.”
Lecrae
He added: “Christian hip-hop isn’t on the sidelines anymore, it’s shaping culture, and the people making it deserve a home that understands the space. This partnership lets us pour into more artists and build more of the infrastructure our community is hungry for, so the music impacts even more people.”
Ben Washer, CEO of Reach Records, said: “We’ve spent two decades building Reach, and I’m proud of what we’ve made. For a partnership to make sense, whoever we work with has to share how we do things.
“That means integrity, transparency, and allowing us to lead the creative and the brand the way we always have. We’ve had the opportunity to reflect on what the next stage of Reach should look like and we’re excited to be partnering with Exceleration – a partner that we trust and backs our vision.”
“We’ve spent two decades building Reach, and I’m proud of what we’ve made. For a partnership to make sense, whoever we work with has to share how we do things.”
Ben Washer, Reach Records
Lecrae won the Dr. Bobby Jones Best Gospel/Inspirational Award at the 2026 BET Awards for Headphones, his collaboration with T.I. and Killer Mike.
The label also launched worship collective 2819 Worship and released this year’s 116 Summer Playlist.
Exceleration Music was launched in January 2021 by five industry executives: Glen Barros, John Burk, Amy Dietz, Charles Caldas and Dave Hansen.
The company has since expanded its portfolio, acquiring UK independent Cooking Vinyl and the catalog of Japanese composer Ryuichi Sakamoto.
“Through their dedicated commitment to the genre, Reach has built a thriving creative community within Christian Hip-Hop and achieved true brand identity.”
Glen Barros, Exceleration Music
Glen Barros, managing partner at Exceleration Music, said: “Through their dedicated commitment to the genre, Reach has built a thriving creative community within Christian Hip-Hop and achieved true brand identity.
“As a result, they have become an outright leader in the genre, serving both their artists and fans. Given Exceleration‘s mission to empower independent music, we hope to provide Lecrae, Ben and the incredible Reach team with additional resources that will enable them to amplify their efforts and elevate the label to new heights.”
Reach, founded in 2004, describes itself as the world’s leading Christian hip-hop label.
Separately, Reach is suing UMG‘s Capitol CMG over a purchase it alleges the UMG company walked away from on the eve of closing in 2025, in a case a federal judge allowed to proceed in July.
Reach and Exceleration say the partnership is separate from that litigation, and would not comment further on the case.Music Business Worldwide
