Buoyed by the success of Ed Sheeran’s label, Warner Music Group is increasingly entrusting artists to find its next wave of hitmakers.
Sources told MBW that WMG was negotiating with Ellie Goulding to launch her own imprint with the company towards the end of last year.
The latest addition to these ranks is British star Charli XCX, whose new label Vroom Vroom will benefit from sales and distribution through WMG – where she is also signed as an artist (to Atlantic/Asylum).
The first signings to Charli XCX’s label is brand new acts RIVRS and CuckooLander, while the star will also issue her own Vrrom Vroom EP on Friday (February 26) through the imprint, which is a subsidiary of Atlantic Records.
After touring the globe over the past couple of years to mark the release of her critically acclaimed second studio album SUCKER (over 850,000 global album sales to date), having recently penned Selina Gomez’s US #1 “Same Old Love”, Charli XCX – a Billboard ‘Hitmaker of the Year’ (2014) and Sesac ‘Songwriter of the Year’ (2013) – has worked with electronic/synth-pop producer SOPHIE on the new EP venture.
Charli has been confirmed to host her own Beats 1 radio show starting on Friday 26th February at 8pm UK time – the shows will take place every fortnight. Her EP track ‘Trophy’ will also receive its first play with Zane Lowe on Beats 1 tonight, alongside an on air interview.
“Vrrom vroom recordings will combine my love for bubblegum pop with mystery and darkness.”
Charli XCX commented: “Vroom Vroom Recordings is my new, experimental pop label and it will combine my love for bubblegum pop with mystery and darkness.
“The artists coming up through it will be sharp, potent, deadly, and ultimately, will leave their mark on pop music. RIVRS and CuckooLander are two artists who have so much intelligence, pop sensibility and potential – they know what they want and both have great vision. That inspires me and it’s why I want to work with them.
“I’ve always been fascinated by shy and introvert people – it’s something that I am mostly not – and I feel both acts are in ways. It captivates me and sucks me in, and I think their music will do the same for others.
“I’ve worked with SOPHIE on the new EP and what we create together speaks for itself. Sometimes we get aggressive, sometimes we get beautiful; he pushes me and I push him. I’m making beautiful party songs right now and this is just the start. The album goes to other places and I can’t wait for people to hear it. I feel the most creative I have in a long time and I couldn’t be more excited for the next chapter.”
23-year-old Charlotte Aitchison aka Charli XCX will host a ‘Vroom Vroom Recordings presents…’ show at the Ace Hotel, London on Friday 11th March.
With an exclusive DJ set from Charli herself, RIVRS will be performing and DJ sets will follow from CuckooLander and PC Music’s Hannah Diamon.
Last year, Ed Sheeran’s Gingerbread Man Records – launched in collaboration with Warner Music UK – spawned Wasn’t Expecting That by Jamie Lawson, a UK Top 10 hit.Music Business Worldwide