Welcome to goodtwin.

Lucie Watson founded goodtwin after ten years building Platoon, the label services company behind the early careers of Billie Eilish, Jorja Smith, Victoria Monét and more. That decade convinced her there's a better way to partner with artists — a small roster, a shared vision and true artist development.

Our mission: take emerging artists to the world stage.

A real partnership means both sides match effort and output. We share a vision with our artists, set goals together, and hit them. We spend budgets effectively, we believe artists deserve honesty and transparency in an industry that doesn't always offer it, we take risks alongside our artists, and we support them at every step of the journey.

goodtwin is: hard work, mirrored.