12:45 Music, LLC

12:45 Music, LLC We are a music content provider. When we started this journey in 2010, we saw ourselves as a record label, following the traditional label model.

Well, the old record label model is dead. A more apt descriptor of what we are now is a music content provider (we are still listed as a 'record label', well, because FB does not provide a lot of options in this regard). We still create, record and distribute music from our roster of artists, Ace Meda4, Rook Nass and DJ CLB. As long as we have creative energy, we will make music for commercial con

sumption. However, our new focus will be marketing songs in our catalog and creating new music specific for licensing to film, television, advertising, etc.

I think it is safe to say that music streaming services are not the great cure-all for independent artists and labels as...
08/27/2025

I think it is safe to say that music streaming services are not the great cure-all for independent artists and labels as we once thought them to be. 3000 to 4000 streams to make $1.00 is not sustainable long term.

We are one of a growing number of independent artists/labels that will adopt a marketing methodology that de-emphasizes (or reprioritizes) how and when music streaming services are used during the life cycle of a song or album.

For our next release, “Life/Stories” by Ace Meda4 we are going direct to consumer FIRST. Time will tell, but it feels less daunting to try to find 10,000 people that will spend $10 on your music over a year, than to find 1M people to stream your track 30 to 40 times, for essentially the same amount of money.

08/08/2025

When you are attempting to build a music business, 15,000 of anything, fans, merch sales, tickets, is a significant step forward … EXCEPT in Big Green’s streaming music universe, where 15,000 streams might be enough to get a cup of coffee.

At this point, with the time and effort required to obtain 15,000 streams, we’d rather put that same energy into getting 150 people to download a track.

08/06/2025

Just because we’ve been quiet on social media, doesn’t mean we’ve been dormant. We had to focus on getting better. Besides, we aren’t atypical social media people. Trust me, we understand the full gravity of that position, but we are OK with it. I keep hearing you need to be “your authentic self.” Well, this is us being our authentic quiet self.

We got some things coming. TTYL

12/24/2024

Amazing week!
11/28/2024

Amazing week!

100% YES.
10/31/2024

100% YES.



A conversation in the hip-hop community is one of separation between the older generation’s music and that of the younger generation.

The independent artist/entrepreneurial path is 100%, you don't know, what you don't know, and when you find out what you...
09/20/2024

The independent artist/entrepreneurial path is 100%, you don't know, what you don't know, and when you find out what you don't know, where do you find the resources to address what you just discovered you didn't know ...

Sometimes you gotta take a few steps back to be better prepared to move forward.
09/12/2024

Sometimes you gotta take a few steps back to be better prepared to move forward.

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Allentown, PA
18105

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