Rolling Out Launches Rolling Out Music with Acquisition of MusicXchange

Rolling Out is expanding its footprint in the music business with the launch of Rolling Out Music, a new label and multimedia arm designed to widen artist access and modernize creative ownership. The venture is led by Rolling Out founder Munson Steed, MusicXchange creator Dennis McKinley, and longtime entertainment executive Richard Dunn, who will serve as CEO. The trio aims to build a platform that supports independent talent while amplifying culturally driven storytelling.

The announcement follows Rolling Out’s acquisition of McKinley’s MusicXchange, a creator-focused distribution platform that will now serve as the technological spine of the new label. Rolling Out operates under the guidance of Agents and Strategies, the cultural strategy firm steering the company’s growth across media, tech, film, music, and national live experiences. With the new division, Rolling Out positions itself as a broader cultural enterprise with ambitions beyond digital publishing.

Rolling Out Music will combine distribution, artist development, sync licensing, national touring, film and television production, and social-led marketing within one unified structure. Steed says the initiative reflects the company’s longstanding investment in culture and creative empowerment. He notes that integrating MusicXchange allows Rolling Out to offer a streamlined network for artists seeking autonomy and long-term development.

McKinley joins as a partner charged with expanding transparent distribution options throughout Rolling Out’s national ecosystem. Dunn will oversee day-to-day label operations, development pipelines, touring, brand alignment, and the integration of MusicXchange’s technology across Rolling Out’s infrastructure. His decades of experience in entertainment signal a push toward building a full-scale multimedia label capable of competing in a crowded marketplace.

Rolling Out Music will broaden its influence through talent discovery and production efforts slated for 2026, including a 10-city national search. The label’s initial roster will feature Flo Dure, London “Deelishis” Charles, Drew Sidora, Parker Posey, Just Brittany, Nikki Natural, and I-Octane. Rolling Out Film Studio will support the division with documentaries, artist profiles, and original digital content aimed at elevating new and emerging voices.

The label’s first release, a holiday single titled “This Winter,” arrives through a collaboration with singer-songwriter Kevin Ross. Rolling Out plans to follow with new music, performance events, and documentary projects across Atlanta, Detroit, Los Angeles, Philadelphia, Miami, and New York as it builds its next phase of expansion.