[8] Nice Life's launch was officially announced in March 2016 as a joint venture with Atlantic Records.
Reed was initially approached by Atlantic CEO Craig Kallman in 2014 who proposed a partnership, citing producers who have worked closely with labels historically.
[10] Soon after its formation, Nice Life added Lizzo as its first signee.
[11] Since then the label has added the Marías, John-Robert (in partnership with Warner Records), Junior Mesa, and St. Panther among others.
[12][13] In September 2019, Nice Life entered into a joint venture with music publisher Big Deal Music Group (which has since been acquired by Hipgnosis) to administer their publishing catalog and contribute to new songwriter signings.