determined and talented artist. Working hand in hand with KSI and his management, we were constantly and strategically planning forward.
“With ever-growing chart and streaming success that built throughout the year, his credibility as a musical artist has now been cemented.”
The rapper’s run in 2020 continued with a No.3 peak in November on his single Really Love with Craig David and Digital Farm Animals (261,893 sales). “Growing up, I was a big fan of Craig David,” says Taylor. “JJ loves Craig too. We’re being selective [on collaborations] but it’s not about who’s got the biggest following. We’re approaching it from more of a purist place.”
KSI’s label is taking a similar approach, although it will undoubtedly utilise his huge reach online and social media skills.
The Online Takeover’s first single by KSI’s former collaborator Aiyana-Lee, the granddaughter of Motown legend Jimmy Ruffin, is due for release this month.
“I feel that people are praying for my downfall – that’s one of the reasons to create this label” KSI
“Being the first artist on KSI’s label is so incredible and exciting, especially when he’s such a down to earth human being and inspiration to so many people including myself,” she says. “Getting to work with someone like that, after years of also being a fan, is so much fun and extremely creative.” The label is set to confirm its streaming distribution partner, while much of the work will be done in-house, drawing on the Proper Loud management set-up. Taylor stresses that the label’s approach to deals will be “really fair and pro-artist”.
“We want to take care of our artists,” he says. “And if we have the success that we’re projecting to have, it’s going to attract not just developing acts but established acts who might be between labels.”
KSI says that he’s now ready to shake up the industry with artists who he signs and develops. “I’m independent, it’s me and my manager working in partnership on this label,” he explains. “And we want to make sure that it does bits, man.” After a stunning 2020, who could possibly doubt him? Here, KSI opens up about his label vision, last year’s breakthrough and the second album…
After all your success, does the music industry now respect KSI as a proven artist? “With my debut album, I jumped over the first hurdle of people trying to decide if I’m taking this seriously. But then it’s, ‘OK, does he have the pull power when it comes to features?’ I did the Nathan Dawe song [Lighter] and that was one of the hits of 2020. Right now, I’m in a very good space. That’s why I’m making sure I’m very selective with who I work with and what I put out; I’m making sure it’s the best of the best. I feel like I have to because of where I’ve come from, this whole YouTube and online scene. I definitely feel that people are praying for my downfall, just because I’m from a place that people don’t expect [artists] to come from.”
How does that feeling now drive you as a music executive? “That’s also one of the reasons why I felt like it makes sense to
38 | Music Week
musicweek.com
Dissimulation theory: KSI scored the biggest breakthrough album of 2020
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