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create this label. I wanted to show that, yes, I’m taking the music scene by storm, but I still have a good head on my shoulders and I still understand business. And I know that I can’t do this [be an artist] forever – I’m getting on, my back’s going!”


What kind of acts are you interested in developing? “I know there’s a lot of younger talent that has just got so much to show [the industry]. I want to make sure I bring that up with my label, and that’s why I called the label The Online Takeover. Because, essentially, I came from online and the songs we’re putting out are just smashing it. So it just made sense to call it The Online Takeover, and to help represent that. Aiyana-Lee is one of my first signings, she was on my Dissimulation album on Killa Killa, and that did very well.”


Are social media skills vital for any new label launching in 2021? “Yeah, it’s extremely important. I understand the online space way more than your standard label, because I’ve been brought up on it. I am online, my whole being is online! So I understand TikTok, I understand YouTube, Twitter and all these social media brands, how important and powerful they are. But I understand how important mainstream media is as well when it comes to TV, radio and all these other platforms. It’s very important that I’m able to have the best of


how to promote yourself, you need to make sure that when people tap into the music, they become a fan. I’m not really interested in people who just want to release music and leave it at that – gone are those times, man. The whole music industry is so saturated, so you need to find a way to stand out. Social media is a great way to do that.”


What do you want to achieve with acts on your label? “My goal is to make sure the artist is as happy as possible. If they want to put out 10 albums, they can put out 10 albums. But I’ll make sure that I vet those albums. I’m very straightforward, I want my artists to do well and be themselves. But I want to use my experience to help them find their way in this whole music industry, because I’ve been burned several times, so I know how it feels and how to manoeuvre out of those aspects.”


Who are the team on the label? “We have staff, we have a PR team. I want to make sure it’s quite an intimate team. I want to make it like it’s a family. I don’t want it to be a huge organisation, I want it to be a family of people who are happy and excited to work together. Yeah, I’m excited for the future.”


Ready to launch: KSI’s first signing Aiyana-Lee


both worlds and use that to my advantage. I feel like that’s why I’m doing so well in the music industry, because I just understand what works and I have this huge platform.”


So how would you go about launching a new artist?


“It’s the music first, man. It’s not all about social media. For me, it’s important to make sure that the person is motivated by the music – that has to be the number one priority. I need to make sure that they’re talented when it comes to music, and then we can build around the social media and really grow an artist. And then from there, we can take her or him to the moon! It’s all about making sure that the music is on point, because that has the lasting effect on the audience. Yes, you can do a 6ix9ine and make as much noise as possible. But, ultimately, the music is what makes people stay.”


Does every artist have to be savvy on social media platforms?


“It’s important to realise that social media is an important aspect. We’re living in an age where you can’t just put out music and be OK with that. You have to know


musicweek.com


How big will the roster become? “I want to be very selective with who I choose, making sure I’m able to put as much focus into each artist as possible. So, five to 10 artists – that’s a good number. I can really put in my time and effort into


making sure that I develop all their skills and qualities and make them blossom in the music industry.”


And can you help them reach a global audience? “I’m global anyway, so I have the ability to put them at the forefront globally. They just need to make sure they deliver the goods, know how to promote themselves, how to deal with social media, deal with the audience and with the pressure. And then things will work like clockwork.”


Can you make an industry impact with The Online Takeover, like you did as an artist?


“Time will tell. I know what I can do, but I can say this and that and a lot of people won’t believe me until they actually see it. I definitely think I’ll be a force to be reckoned with. But the only way to prove it is to actually do it.”


It’s tough to break artists, are you confident that your label can successfully launch new acts? “A hundred per cent, of course I can. I can promote anyone that I want to with my platform. I have over eight million [followers] on Instagram, over six million on Twitter. I have over 20m on my main YouTube channel, over 10m on my second channel. I have over three million on TikTok. I have all these huge social media platforms that I can use to promote an artist, so they will have eyes on them. And that’s why I’m so focused on making sure that the music is important, because then the audience will stay for whoever I promote.”


KSI’s hugely successful artist career has been steered by manager Mams Taylor, owner of Proper Loud. Here, he talks label plans and the follow-up LP...


Has KSI convinced everyone he’s for real? “I think the numbers speak for themselves. He’s constantly putting in so much work. He knows every song that’s out, he practises writing melodies, so he’s become a real student of the game.”


How’s the partnership with BMG? “They had the courage to bet on us, and afford us [creative] freedom. [The success] is a testament to them adapting to new models and being open-minded, so I give them a lot of praise for that.”


Has there been label interest in KSI? “There have been labels approaching us and asking what our situation is. But once I let them know we’re still under contract, then they respect that and let us do our thing.”


Why did you decide to launch the label, The Online Takeover?


“A light bulb went off in my head and I was like, ‘Look, you have so much influence and you have a big base, if you’re pushing something then it could resonate with people.’ I think it’s the natural progression. He’s got a really good business brain as well, so it made sense to start early and move into the executive space for him as well as the creative space.”


Can the label make an impact on streaming platforms like KSI? “That’s definitely the plan, we have a strategy and the reach. So, it’s just about making sure that the artist has the talent, the passion and the work ethic. I have represented artists from all different types of genres, so if we’re passionate about their music and we believe in them, then that’s the most important thing.”


Do you want the label to stay independent? “Down the line, there could be room for a partnership with someone bigger, as long as we maintain that intimacy. I have a great team at Proper Loud with my management company already. Beyond that, we will be expanding as and when it’s needed.”


Music Week | 39


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