The purpose of this item is to tell you about our friend Joel Klaiman’s new venture, ASCEND4M, which is described in the press materials as “a global and entertainment marketing and consulting agency delivering broadscale media strategy and artist/brand-friendly direction and development.” It’s clear that Joel, who rocked it at Columbia before his recent stint at HITCO, has a lot of irons in the fire. We’ll explain more about all that in a moment. But first we’d like to say a word about Joel’s new headshot.

Doesn’t he look swoony? I mean, come on. Smart, serious, a little brooding, masculine but sensitive, kinda dangerous. Talk about a slice of state-of-the-art mansteak. Too bad his golf game is in the toilet.

Aaaanyhoo, ASCEND4M will focus on music, media, marketing and talent management, with a suite of services for artists and businesses—including a label, also called ASCEND4M, for “wholly signed” acts. The “4M,” in case you hadn’t divined this already, stands for music, media, marketing and management.

Another key feature of the company’s rollout: The music-discovery app Tunespotter, which “curates optimal music sync moments across all visual media” and looks like a promising tool for biz peeps.

ASCEND4M clients include the pop troupe North Star Boys, whom Klaiman inked while at HITCO, whose first EP is due in March and who are wrapping up a North American headlining tour; singing sisters Sorelle, who were finalists on The Voice; and L.A.-based troubadour and TikTok breakout Casey Baer, whose EP is due in October.

“Years in my head, months in the making, I’m thrilled to announce my own agency and label,” reads a quote from Joel. “Working with groundbreaking artists and culture-changing companies over the years, I’m grateful for the knowledge and skills gained from those experiences. I’m excited to partner with new and established artists and a broad range of media businesses as we lift for takeoff.”

Seriously, so dreamy.