Sony/ATV Music Publishing has struck a publishing partnership with Heard Well, the first label driven by social media tastemakers.

The agreement pairs the world’s No. 1 music publisher with the innovative label that works with best-in-class influencers to curate playlists of their favorite emerging artists.

Sony/ATV will work with Heard Well’s influencers and curators with the goal of signing emerging artists they have discovered. Heard Well will provide a platform for Sony/ATV’s songwriting talent via compilation albums the label releases.

Sony/ATV Co-President, U.S., Danny Strick said: “We’re excited to be working with Heard Well whose ground-breaking approach to music discovery in the world of social media is uncovering and promoting great new artists even before the usual research stage.”

Heard Well, created in 2015 by Connor Franta and Jeremy Wineberg, has since released more than 15 compilation albums since striking a a deal in March 2016 with Red Distribution.

“This partnership is an exciting new weapon in our arsenal to add even more value to the emerging musicians we regularly partner with across our compilation releases,” Wineberg said.

CAA executive Adam Friedman, who works closely with client Franta and Heard Well, said, “Connor and Jeremy, in less than two years, have built Heard Well into a serious player, helping launch the careers of some major artists. The duo’s deep relationships with the world’s leading social and digital influencers, coupled with Sony/ATV’s expertise and roster of talent, immediately positions Heard Well Publishing as a market leader.”

After striking the deal, they rewrote their press release completely in emojis.