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HomeEntertainmentMusicMushroom Group Partners With Hip-Hop Specialist Valve Sounds

Mushroom Group Partners With Hip-Hop Specialist Valve Sounds

BRISBANE, AustraliaMushroom Group, the Australian impartial music juggernaut, has struck a partnership with Valve Sounds, the reactivated alternative-R&B, hip-hop and soul label.

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Co-founded by Sasha Chifura and Shelley Liu, Valve Sounds is “committed to the growth” of these genres inside Australia, and “dedicates to carving a space for these artists to make an impact at an international stage,” reads a press release.

With its resurrection, a string of artist signings and a launch slate. The Melbourne-based label relaunches with a roster that includes Sydney R&B multi-hyphenate Maina Doe; Nigeria-born, Melbourne-based producer, vocalist, and performer IJALE; and Brisbane indie/R&B newcomer King Ivy.

To have fun the return of Valve Sounds, the trio will launch a particular collaborative quantity, “WYA” (Where You At), subsequent Thursday (Feb. 2).

Mushroom Group has “been looking for the right hip-hop/R&B partner for some time now to complement our other labels,” notes Mushroom Labels COO Chris Maund.

Valve and its co-founders “stood out because they are entrenched in that scene and have a clear vision to break fresh hip-hop/R&B artists globally. Valve are signing artists whose sound is both authentic and borderless, giving them real opportunity to cut-through and deliver internationally,” he tells Billboard.

Maund factors to the success of the current Maina Doe single “Primal Design.” Mushroom Group serviced the observe, which went on to land “a load of global playlists,” he explains. “That, will be the start of many.”

Following its launch in 2015, Valve Sounds launched recordings from UV Boi, Nasty Mars, ESESE, Villette and Maya Hirasedo, and earned a repute for its occasions and events in Melbourne, spotlighting worldwide and native artists.

Among the highlights have been occasions at Melbourne Music Week’s 2016 and 2017 flagship venues State Library of Victoria and St Paul’s Cathedral, and its group curated a stage at Falls Festival, featured in VICE.

“Some of my fondest memories have been at Valve Sounds parties that we threw back in the day,” recounts Liu. “Feeling grateful to be working with Maina Doe, IJALE and King Ivy – three artists who I truly believe represent the future of music coming out of Australia and beyond.”

Through the brand new association, Valve Sounds may have entry to Mushroom Labels’ full suite of providers throughout advertising, promotion, viewers constructing, social technique, distribution and analytics in addition to world promotion, advertising and viewers label providers by way of UMG’s Virgin Music Label & Artist Services, an alliance cast in 2022, in tandem with Mushroom’s current U.S. and U.Ok. groups.

Previously, Valve Sounds had a label partnership with Sony Music.

Valve Sounds now operates among the many 25-strong group of firms inside Mushroom Group, established 50 years in the past by the late Michael Gudinski.

Mushroom Group CEO Matt Gudinski, the son of Michael, heaped praised on his new companions. “Their clear vision for the label and expertise in the R&B and hip-hop scene excels them as key industry leaders of the future,” he feedback. “It’s with great pleasure we welcome them to the family and look forward to a longstanding relationship.”

Mushroom Labels contains Liberation Records, Ivy League, I OH YOU, Soothsayer, Bloodlines, Liberator Music and 100s + 1000s.

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