Sublime has inked a partnership with Atlantic Records, following a record-breaking independent radio run that saw the band spend eight consecutive weeks at No. 1 on Billboard’s Alternative Airplay chart with “Ensenada.”
The Southern California trio — Bud Gaugh, Eric Wilson and frontman Jakob Nowell — will release its first full-length album with Nowell later this year. The deal follows the band’s decision to independently release recent singles through Sublime Recordings, in partnership with Regime Music Group, while maintaining ownership of their masters and handling marketing and radio promotion internally.
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That strategy delivered measurable results. “Ensenada,” released independently and branded under Nowell’s SVNBVRNT venture, spent eight consecutive weeks at No. 1 on Billboard’s Alternative Airplay chart, becoming the longest-running No. 1 on alternative radio in 2025 and surpassing the band’s previous benchmark set by “What I Got,” which held the top spot for three weeks.
Prior to that, “Feel Like That,” a collaboration with Stick Figure, logged eight weeks in the Top 10 on Alternative Airplay.
According to manager Kevin Zinger, the band’s independent approach was intentional from the outset.
“When Sublime began releasing new music, I sat down with the band and our team at Regime and we made a very intentional decision to release the first few singles ourselves. Between our label division at Regime and Joe Escalante’s past experience owning Kung Fu Records, we had the infrastructure in place. Most importantly, we wanted the band to stay in control of their music.
The band put tremendous trust in us, and we weren’t going to let them down. There was no additional financial upside for us in taking on the extra work as the label — nor were we looking for one. When ‘Ensenada’ hit #1 at Alternative radio, that was more than enough reward. It was a defining moment for all of us and Sublime’s legacy.
That success brought a wave of calls about the album’s future. Truthfully, I never assumed we would end up at a major label. But we took the meetings. Before sitting down with anyone, we had already outlined what a partnership would need to look like. After meeting with Atlantic, we all walked out knowing we had found the right home. The passion, the energy, and the commitment Johnny, Chris, Elliot, and the entire team showed made it clear — this was the right place for the next chapter of Sublime.”
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Frontman Jakob Nowell addressed the signing in characteristically irreverent fashion, saying: “Atlantic told us that if we signed with them they would pay for my experimental cosmetic surgery to have the body of a goat and the head of a goat.”
He added, “They seem like real straight shooters, and their office has bowls of Halloween candy dated March of last year, but it still tasted fine to me. We’re gonna change California music history or die trying.”
Drummer Bud Gaugh reflected on the label’s legacy, adding: “You have no idea how many records I had growing up as a kid watching them spin around and around with the Atlantic Records label on them. Everything from AC/DC to Zeppelin, and so many others! I am beyond excited to announce this partnership with Atlantic Records and Sublime!! So Get Ready! Here comes some new stuff for your ears to hears!”
Bassist Eric Wilson said of the partnership: “So great to partner with Atlantic Records finally! I’m excited about our new album; it truly is an organic Sublime album…can’t wait for people to hear it.”
Joe Escalante, who co-manages the band alongside Zinger, emphasized that the move ultimately came down to alignment rather than leverage.
“Working with Sublime again feels like coming home. I was there in the early days, so helping guide this new chapter means a lot to me personally. It’s also special to be reunited with Kevin Zinger — we’ve shared a long history with this band and this music.
As things came together, we had plenty of opportunities, but it ultimately came down to people. After meeting with Atlantic, we all looked at each other and knew — these are the people. There’s real respect for Sublime’s legacy and real belief in where they’re going next. I’m excited for what we’re building together.”
From the label side, Atlantic’s Johnny Minardi said: “Sublime’s impact on music and culture is undeniable, and this next chapter carries the same fearless punk rock ethos that made them iconic. They have been one of my all-time favorite bands, so this is a defining moment for me personally. We’re honored they chose Atlantic Records to help drive this new era forward.”
Founded in Long Beach in 1988 by Wilson, Gaugh and the late Bradley Nowell, Sublime’s 1996 self-titled album went 5x Platinum and has driven more than 18 million RIAA-certified album sales. A new era began in late 2023 when Bradley’s son Jakob joined the original members onstage, leading to high-profile reunion performances including Coachella 2024.
In 2026, the band will celebrate the 30th anniversary of its self-titled album with two nights at Red Rocks Amphitheatre (April 17-18) and launch its own touring festival brand, Sublime Me Gusta, debuting May 9 in Fort Worth, Texas.
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