NEWS: An Open Letter from Jamal Roberts to BBR Music Group About His Partnership with BMG

In a bold and heartfelt move that has stirred both industry buzz and fan curiosity, genre-defying artist and producer Jamal Roberts has released an open letter to BBR Music Group, publicly addressing his new partnership with BMG (Bertelsmann Music Group) and reflecting on his creative journey with BBR. The letter, released via Roberts’ official website and shared across his social media platforms, has already sparked widespread discussion within the country, hip-hop, and R&B scenes—where Roberts has built a powerful reputation as a boundary-breaking innovator.

The Letter: Gratitude, Growth, and a New Chapter

Titled “To BBR, With Respect and Vision”, Roberts’ open letter balances sincere appreciation with artistic independence. The 34-year-old artist opens by thanking BBR Music Group—a label known for housing major country talents like Jason Aldean, Lainey Wilson, and Blanco Brown—for what he describes as “a period of unfiltered exploration, raw learning, and family-like support.”

“BBR took a chance on me when my sound didn’t fit into boxes,” Roberts wrote. “You believed in my voice, not just as a singer or songwriter, but as a storyteller who refused to be caged by genre or tradition.”

He credits BBR for allowing him to experiment with sonic hybrids that blend trap, soul, country instrumentation, and spoken word—a musical style Roberts has called “soulgrass fusion.” His 2022 breakout project, Concrete & Cotton, debuted under BBR and was lauded by Rolling Stone as “the future of Southern music.”

Partnership with BMG: A Strategic Shift

While Roberts assures that there is “no bad blood,” he outlines the reasons for choosing to enter into a strategic partnership with BMG, a globally recognized music powerhouse.

“BMG offers the infrastructure I need to grow internationally, expand my publishing vision, and finally own the creative engine behind my next phase,” Roberts states.

Roberts emphasizes that this move is not about jumping ship, but rather expanding the ship’s size and reach. He goes on to detail how BMG’s artist-first approach, global distribution platform, and alignment with his publishing goals made the deal a logical next step.

Sources close to the artist confirm that the deal includes a co-publishing agreement, global sync support, and a joint venture label imprint, rumored to be called Lowland Republic, which will be helmed by Roberts and used to discover emerging talent across the American South.

A Message to the BBR Team

Roberts’ letter includes a personal note to executives at BBR Music Group, especially former A&R head Benny Carter and CEO Jon Loba, who Roberts says were “instrumental in giving my stories a stage.”

“To Jon, you made me feel seen in rooms where I once felt invisible. You gave this ‘genre outlaw’ a microphone and trusted me to be authentic, even when authenticity didn’t sell easy,” the letter reads.

He also praises the marketing team, tour staff, and studio engineers who helped shape the sound and identity of his early catalog, vowing to continue collaborating “in spirit and, whenever possible, in action.”

Industry Reaction: A Pivotal Moment

Within hours of the letter’s release, artists and producers from both labels expressed support for Roberts. Lainey Wilson, fellow BBR artist, reposted the letter on Instagram Stories with the caption: “Proud of you, brother. Keep chasing your truth.”

Meanwhile, BMG’s U.S. President, Jon Cohen, issued a brief but celebratory statement:

“Jamal Roberts is a once-in-a-generation voice. We’re honored to partner with him as he writes the next chapters of his creative story.”

Industry analysts suggest that this move could further elevate Roberts into mainstream and global arenas, particularly as he prepares for a rumored sophomore album and a documentary series chronicling the making of Concrete & Cotton.

Looking Ahead

Roberts ends his letter with a powerful declaration:

“Art is evolution. This is not a goodbye to BBR—this is a bridge between where I’ve been and where I’m going. And to every artist who’s afraid to be uncategorized: be fearless. Labels are for shelves, not for people.”

With his distinct musical style, entrepreneurial vision, and ever-growing influence, Jamal Roberts’ partnership with BMG signals more than just a label shift—it marks a turning point in the evolution of modern Southern sound.

Fans can expect new music this fall, with announcements about Roberts’ upcoming releases under the BMG partnership expected in the coming weeks.