Ștefan Lucian
Global Records is no longer just a regional player; it has officially become a global case study in rapid scaling. The Romania-headquartered independent powerhouse has just shattered the 40 billion global stream mark—a staggering jump from just 2 billion in 2021—proving that the next era of music dominance is coming from Central and Eastern Europe (CEE).
The 500% Growth Engine
The company’s financial trajectory is arguably the most aggressive in the modern music industry.
- The Revenue Surge: Global Records generated approximately €65 million ($75 million) in 2025.
- Fivefold Growth: If the company hits its 2026 targets, it will have grown its annual revenue by more than 500% in just four years.
- Beating the Majors: In Romania, Global Records is the only independent company that holds a larger radio market share than the major labels, a feat rarely seen in any global territory.
The “Multi-Vertical” Ecosystem
Founder Ștefan Lucian attributes this success to a “music-first” philosophy that treats the company as a full-service entertainment ecosystem rather than just a record label.
- Beach, Please! Festival: The company co-founded one of Europe’s largest urban music festivals, which attracted over 500,000 attendees in 2025 and featured superstars like Travis Scott and 21 Savage.
- K-Pop Influence: The launch of the Global Records Academy utilizes an intensive artist development model inspired by South Korean training systems to build “borderless” superstars.
- Strategic M&A: By acquiring a majority stake in LA-based Honua Music, Global has secured collaborations with The Weeknd, Teddy Swims, and Ava Max.
The CEE Advantage
While many international players view Eastern Europe as a secondary market, Lucian argues it is currently the industry’s most overlooked opportunity.
- Deep Talent Density: Romania and Hungary are currently among the top global performers in terms of growth, supported by a high density of world-class producers and songwriters.
- Strategic Partnership: The company’s 25% equity partnership with Believe provides a massive distribution infrastructure while allowing Global Records to remain fiercely independent.
Looking Toward 2026
As the company eyes further international expansion, its focus remains on protecting artist IP from “AI replacement” and simplifying the global collection of publishing rights.
- AI Integration: Lucian believes the future isn’t about choosing between human or digital, but using AI to enhance human authenticity.
- Market Localization: The strategy for 2026 involves a “hyper-local” approach to EU territories while maintaining offices in Bucharest and Los Angeles as core hubs.
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