A new record label called INVERSA launched on Wednesday (April 22), with backing from Milk & Honey Music + Sports, M3 Music and ONErpm.
INVERSA will target electronic music artists from South and Latin America trying to build audiences in the global dance community, according to an announcement.
Milk & Honey, through manager Max Geistfeld, will serve as a music partner for INVERSA, handling global A&R, marketing and promotional services for the label’s first client, artist 19Clouds.
Geistfeld said: “We’re incredibly excited to help build the foundation for the rapidly expanding electronic industry across Latin America by bridging the gap between regional artists and the larger global electronic community.”
19Clouds will be the first artist to release music through INVERSA and will also serve as a “creative decision-maker” and A&R, identifying and helping sign new artists and releases to the label. 19Clouds is an electronic music producer from Bogotá, Colombia. He has to date amassed over 756,000 monthly listeners on Spotify.
“I’m excited to be part of an initiative focused on creating a solid foundation for artists locally while connecting them to the larger dance community.”
19Clouds
Commenting on the launch, 19Clouds said: “Having experienced firsthand, the challenges of building an artist project within the Latin dance ecosystem, I’m excited to be part of an initiative focused on creating a solid foundation for artists locally while connecting them to the larger dance community. This represents an opportunity to not only empower local talent, but to also help contribute to the long-term growth of the region’s larger creative ecosystem.”
ONErpm, which operates across more than 40 countries, will handle global distribution and bring additional A&R, marketing / promotional services, and source collaborations and remix opportunities to INVERSA.
“We’re proud to partner with Milk & Honey and M3 Music as we continue expanding our global dance and electronic footprint. INVERSA is a key step in connecting Latin talent with the worldwide electronic market.”
Eddie Blackmon, ONErpm
Eddie Blackmon, VP, A&R ONErpm, said: “We’re proud to partner with Milk & Honey and M3 Music as we continue expanding our global dance and electronic footprint. INVERSA is a key step in connecting Latin talent with the worldwide electronic market.”
Additionally, M3 Music, with over 15 years of experience developing Latin American artists, will serve as the Latin music partner for INVERSA, providing localized A&R, marketing, and promotional services. M3 will also source new catalog for covers and remixes for the new label.
Daniel Zawadzki, Partner / Head of Management at M3 Music, said in a translated statement from Spanish: “For us at M3 Music, it’s an honor to form a joint venture with a company like Milk & Honey, which works with incredible artists and talent. We entered into this venture because we believe the electronic music industry in Latin America is growing rapidly, with its own unique identity, and the idea behind this venture is to have a record label for these artists, bringing their music from Latin America to the world.”
“We entered into this venture because we believe the electronic music industry in Latin America is growing rapidly, with its own unique identity, and the idea behind this venture is to have a record label for these artists, bringing their music from Latin America to the world.”
Daniel Zawadzki, M3 Music
For Milk & Honey, the partnership comes amid its continued expansion. In recent months, the company signed Grammy Award-winning mixer Dan Grech-Marguerat, and added clients from UK-based talent management company Bigfoot Music Management including Adam Beyer and Joris Voorn.
In October, Milk & Honey launched Milk & Honey Records, which it said will be focused on pop and dance music, with a physical and digital distribution agreement in place with The Orchard.
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