Anderson .Paak just launched a new record label called APEshit Inc. in collaboration with Universal Music Group.
On Tuesday (11/02), the GRAMMY Award-winning artist and one-half of Silk Sonic announced the fresh imprint, which has been described as "a disruptive platform for the most captivating talent in the world," with a hilarious press conference video.
But here's the catch—the label's signees actually have to know how to play instruments and perform at the same time. Anderson .Paak calls out to artists: "Where is the next generation that can play instruments?? I know they’re out there–don’t sell your instruments, this label wants to hear you!!"
⚡ 𝙉𝙀𝙒𝙎𝙁𝙇𝘼𝙎𝙃 ⚡— Universal Music Group (@UMG) November 2, 2021
Introducing @apeshitinc, the new record label from @AndersonPaak x Universal Music Group.
↳ https://t.co/DyYPbDs5Hi pic.twitter.com/RHhxcV5OBf
"APE stands for Anderson .Paak Empire. And, well, we on some other shit out here in this music business jungle," the Karpos Live Mix alum shares the meaning behind the Los Angeles-based label's name.
"I wanted to start a label that sets fire to a new generation of artists, who can play while performing," .Paak shares in a statement. "This label is going to be about passion, about feeling, about honesty. It’s about respect for the culture and art and it’s about heart."
Sir Lucian Grainge, chairman & CEO of Universal Music Group, adds, "UMG has always strived to be a home for music’s best creators, innovators, disruptors and entrepreneurs, and one that operates globally to help artists expand their creative and commercial opportunities. Anderson Paak has consistently created award-winning, culture shifting music and we are truly excited to work together to bring his bold and infectious vision for this new label to life."
Check out the announcement video below.
Check out Anderson .Paak's 'JEWELZ' visual below.
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