Virgin Music Label and Artist Services Australia has inked a global distribution partnership with Biordi Music, a Sydney based label that Virgin says has “quickly proven itself as one of the most influential entities in the rapidly growing Australian Hip Hop, R&B and Rap scenes”.
Launched in 2019 by Australian musician Lowkee, Biordi has amassed over 200 million streams in less than two years.
The label has “built a reputation for building domestic stars and crafting undeniable hits that have truly shifted Australian music culture,” says Virgin.
Virgin Music Artist and Label Services says the deal with Biordi will “provide support” to its roster of talent and will “expand its brand and maximise the reach and impact of its artists and releases globally.”
Biordi artists include R&B act Youngn Lipz, who won the Most Performed Hip Hop/Rap Work award at the 2021 APRA Awards for his platinum-accredited single Misunderstood, which has gained almost 22 million streams.
The Biordi roster also includes acts such as Billymaree, Bally Boy, Pistol Pete & Enzo, Ay Huncho, Masi Rooc and Nasa Nova.
Virgin Music Label & Artist Services was launched in February, with fully staffed operations in the US, Japan, UK, Germany, France and across Latin America.
The move saw US-based Caroline – the independent services division of UMG-owned Capitol Music Group – as well as Caroline operations in the UK, France and Germany renamed as Virgin Music Label & Artist Services.
The Australian division was launched in March.
Virgin Music Artist & Label Services Australia will collaborate with Biordi across marketing and promotion for forthcoming releases from Bally Boy, Pistol Pete & Enzo, DJ Discretion, NASA NOVA, Billymaree and the debut long player from Youngn Lipz.
“Biordi Music has proven itself in a short period of time to be at the forefront of Australian contemporary music culture.”
Timothy Janes, Virgin music
Timothy Janes, Virgin Music Australia Managing Director, said: “The entire team at Virgin, both here and internationally are so excited about working together with Biordi Music.
“This partnership comes via our new A&R scout Nick Lupi, and what an immense first signing this is. Biordi Music has proven itself in a short period of time to be at the forefront of Australian contemporary music culture, and their ambitions quite rightly, are to reach a new global audience.”
“We have our eyes set on global dominance.”
lowkee, Biordi Music
Lowkee, Biordi Music Founder, said: “In this day and age, it’s important to quickly adapt to new technology and trends. It’s just as important to take full advantage of all the tools that exist now to push your music forward.
“As the Biordi Music operations and roster grows, the vision has also expanded. We have our eyes set on global dominance with a goal of showcasing the incredible and diverse talent Australia has to offer.”
“We are thrilled to partner with our friends at Virgin Music Australia and Biordi Music!”
Jacqueline Saturn, Virgin Music
Jacqueline Saturn, President of Virgin Music Label & Artist Services in the US, said: “We are thrilled to partner with our friends at Virgin Music Australia and Biordi Music!
“We are passionate about Youngn Lipz and can’t wait to bring him to the forefront of US Music and Culture.”Music Business Worldwide