Independent label Giant Music, co-founded in 2022 by Shawn "Tubby" Holiday alongside Irving and Jeffrey Azoff, has spoken to Music Business Worldwide about its strategy in the changing record industry. Sitting within the wider Azoff Company alongside Full Stop Management, Global Music Rights, Iconic Artists Group and Oak View Group, Giant positions itself against both major-affiliated labels dressed up as "independents" and distribution firms that call themselves labels while offering little more than money and infrastructure. Holiday and President Nate Albert argue that genuine full-service artist development, rather than scale or market share, is what distinguishes a true modern independent.

The label's roster includes Bronx "sexy drill" artist Cash Cobain, whose 2024 debut Play Cash Cobain featured cover art by Drake, alongside acts such as Ruel and Empress Of. Giant has also expanded into the UK, opening a London operation led by A&R director Josh Stent and signing acts including Alfie Jukes, Hohnen Ford and Blair Davie. In January, the company took a strategic investment from Concord and struck a global distribution deal with Stem, while retaining full creative and operational autonomy; Concord itself is separately merging with BMG to form what some in the industry are calling a "fourth major".