Hitmaker Distribution is teaming with Shawn Cotton’s label 99 OVR on a joint venture aimed at elevating the former's distribution, marketing and artist support capabilities.

"I'm ecstatic to have Hitmaker partner with Shawn and 99 OVR," Hitmaker founder/CEO Tony Bucher said of Cotton, who is also the founder of the Say Cheese media network. "Everyone in the industry knows what a genius Shawn is and how much he means to the culture. I strive to do for Hitmaker what Avery and Monte [Lipman] did for Republic, but on an independent level, which is to empower smart entrepreneurs and give them the best distribution and marketing platform to rapidly grow their business. Hitmaker wins when our partners win.”

“I’m excited to partner with Tony and the fastest-growing distribution company in the music business," added Cotton. "This partnership is going to change how deals are structured in the future."

Founded in 2016, Hitmaker has enjoyed recent success with YG Marley's single "Praise Jah in the Moonlight" as well as releases from Skilla Baby and GloRilla.