On our mission to be one of the most understanding insurance companies, The General® is helping up-and-coming artists get their big break in the place they spend most of their time with music — their cars.
In collaboration with Epic Records, we turned an SUV into a professional music studio. Each artist on our roster not only had the opportunity to use our Sound Studio to record a track but also received mentoring from A&Rs at Epic Records in one-on-one coaching sessions.
The General Sound Studio — a first-of-its-kind mobile recording studio in a car.
Check Out the Mobile Recording Studio
The mobile studio is equipped with a professional-grade sound booth, cutting-edge control room, and joining in the back is a top-notch audio engineer for mixing.
Lex Bratcher, a rap artist who recorded her latest song “IYKTYK” in The General Sound Studio.
Meet the Artists
We pulled together a diverse roster of musicians, each with their own stories, sonic directions, and songwriting styles. These artists had their chance to record in the Sound Studio, laying down tracks from all genres – Rap and Hip Hop, Rock, Country, and even a few genres fused together. The artists tapped for the project include Reyna Roberts, Kid Culture, Ethan Gander, AG Club, Lex Bratcher, Bodhi Kitt, The Absolutely, Morgan Keller, Mason Caviness, and Anastasia Elliot.
The Audio Engineer
We knew that it would take special talent to truly capture the talent of these artists and that’s why we worked with Hilton Wright II. A 6x Billboard #1 Award-winning record producer, songwriter, and composer, Hilton has produced and written for artists such as Drake, Mike Posner, Big Sean, Sofia Reyes, Rick Ross, Pusha T, and Mr. Hudson.
Hilton Wright II, Audio Engineer
The Big Break for Artists Coming to Life
You can catch up on all things Sound Studio from the creation of the studio to electric and vibrant videos of the artists inside on our TikTok , and you can find The General Sound Studio playlist on Spotify.
@thegeneralauto The Sound Studio will give up-and-coming artists a big break. Follow to watch and sing along. #TheGeneralSoundStudio #carsoftiktok #musictok
@thegeneralauto Check out how our car #studio was built to give up-and-coming artists their big break. #thegeneralsoundstudio #timelapse #cartok #buildwithme
@thegeneralauto Ethan is spinnin’ wheels and verses in #TheGeneralSoundStudio @ethangandermusic
The Sound Studio Live at Clean Culture Atlanta
The General extended its commitment to giving up-and-coming musicians a big break by hosting a live concert at Clean Culture, one of the fastest-growing automotive events in the nation. The General served as a partner of the Clean Culture event in Atlanta and took things to the next level with The General Sound Studio Live, an unforgettable live concert experience.
The General Sound Studio Live opened with Tobe Nwigwe, a Grammy-nominated, Houston-based rapper and singer who spreads inspirational and meaningful messages through his music. Warming the crowd up for Tobe was Lex Bratcher, a rap artist who recorded her latest song “IYKTYK” in The General Sound Studio. The General Sound Studio Live stage featured unique cars, large-scale imagery, a 3D vinyl record-inspired backdrop and sound waves adding to the explosive nature of the performance.
Grammy-nominated Tobe Nwigwe Performing at The General Sound Studio Live in Atlanta
Lex Bratcher Performing Live at The General Sound Studio Live in Atlanta
“As The General continues its brand evolution journey, we’re committed to finding new and unique ways to give a break to deserving up-and-comers,” said Kale Sligh, VP of marketing at The General. “Partnering with First Tube and Clean Culture provides an exciting opportunity that fits our commitment to supporting rising musicians from The General Sound Studio and allows us to connect with new and diverse audiences.”
For those who were unable to attend The General Sound Studio Live in Atlanta, The General created a digital experience available to everyone by streaming Tobe’s performance for free. The show was live-streamed on The General’s Facebook page, YouTube channel, Instagram, TikTok, and Tobe’s personal channels. Be sure to follow The General across those channels for future streams and more content related to The General Sound Studio. Tobe’s performance is available for streaming on our YouTube channel.
