PLANET CRUSH
The pulse of a new era.
Founded in 2021 by Minneapolis-based Afro-Colombian artist and producer Lil Crush (aka The Baby Goat, The Latin Prince, Beachy), Planet Crush is more than just a record label and brand—it’s a boundless creative universe. Built on the belief that genre is dead and artistry should be limitless, Planet Crush is a sonic world and visual powerhouse, grounded in raw emotion, high-concept aesthetics, and radical collaboration.
Crush, signed to the iconic Minneapolis hip hop imprint WEON Records in 2019, where he developed his voice, vision, and network. That era sparked the creation of Planet Crush in 2021—a label designed not just to release music, but to build worlds.
By 2025, Planet Crush had become a multidisciplinary collective and global force, releasing full albums, short films, and cross-genre collaborations from its growing family of innovators.
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Lil Crush (The Baby Goat / The Latin Prince / Beachy) – Founder, producer, and performer. Lil Crush’s solo work forms the creative foundation of the label. His discography— produced and released through Planet Crush—includes:
- Baby Goat 5
- Baby Goat 5 (Deluxe) -
- BURRRBON
- B U
- Baby Goat 4oureign
- The Demon Pools (EP)
- Baby Goat (The 6th Sense) -
The Latin Prince – The global-facing alter ego of Lil Crush, blending reggaetón, trap, and alt-Latin textures. Planet Crush produced and released his concept-driven projects:
- TRIP333
- MATTH333W
- Ado -
BRIZO (Samantha Olson) – Ethereal yet gritty, BRIZO brings a dark-pop energy to the label. Alongside her solo releases, she collaborates as a producer and visual artist on label projects.
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Beachy – A dreamy, experimental producing persona of Lil Crush. Collaborating with BRIZO, Beachy co-produced multiple Planet Crush visuals and EPs. Together they’ve released:
- 1ilcrush vs. the Meta
- I Don’t Goose
- missin’ you -
THR333 (The Hardship Reveal 333) – The experimental rock and alternative supergroup at the core of Planet Crush. Formed by Matthew Beachy, Jalen Washington, Jojo Naya, Maxwell Fink, Samantha, and Ella Kile, the band’s entire catalog is released under Planet Crush, including:
High School Never Ends (debut album)
- “Stupid Cupid”
- “BURRRNETTE”
- “I Won’t Be Home For Christmas”
- “My Hero” (breakout hit)​
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ROSTER
Planet Crush is a full-spectrum creative engine. The label does far more than release music—it crafts entire experiences:
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Production & Recording: Every project is produced, engineered, and mixed in-house or by aligned creatives, ensuring full artistic control.
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Visual Storytelling: Planet Crush directs and edits its own music videos, performance films, and visual narratives.
OUR PHILOSOPHY
Planet Crush is where alter-egos thrive, pain becomes power, and genre lines are shattered.
It’s a label. It’s a movement. It’s a multiverse.
Founded on independence, authenticity, and collaboration, Planet Crush empowers artists to go deeper, get weirder, and reach further. No formulas. Just pure creative force.
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PLANET CRUSH
Where Lil Crush becomes The Latin Prince.
Where THR333 reveals the hardship.
Where BRIZO conjures the shadows.
Where Beachy blurs the borders.
Where every release is a world of its own.
Welcome to orbit.
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WHAT WE DO
FOUNDER
LIL CRUSH
