1st Gen is a Record Label founded by creatives looking to herald a new guard in music. 1st Gen has a vision to bring the music business back to its roots by empowering individuality (in creatives and consumers alike) to lead the label. 1st Gen has teams on the ground across 10 cities composed of students seeking experience in music, fashion, design, marketing, etc. By maintaining direct access and dialogues with the spectrum of american youth, we hope to enable young individuals with talent and vision to see themselves as more than just a “target demographic,” and rather as creative leaders.