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Brisbane, Australia — Australian independent music juggernaut Mushroom Group has partnered with revived alternative R&B, hip-hop and soul label Valve Sounds.
Co-founded by Sasha Chifura and Shelley Liu, Valve Sounds is “committed to the growth” of these genres within Australia and “to carve out a space for these artists to make an impact on the international stage. We are dedicated,” the statement reads.
Along with its revival, a series of artist signatures and release slates. The Melbourne-based label relaunches with a roster featuring Sydney R&B multi-hyphenate Maina Doe. His IJALE, a Nigerian-born, Melbourne-based producer, vocalist and performer. and Brisbane indie/R&B newcomer King Ivy.
To mark the return of Valve Sounds, the trio will be releasing a special collaboration number “WYA” (Where You At) next Thursday (February 2nd).
Mushroom Group “was looking for the right hip-hop/R&B partner to complement our other labels,” said Chris Maund, COO of Mushroom Labels.
Valve and its co-founders “stand out because they’re entrenched in the scene and have a clear vision of breaking fresh hip-hop/R&B artists around the world.” It gives them a real opportunity to sign artists with an authentic, borderless sound, cut through and distribute internationally,” he says. billboard.
Maund points to the success of recent Maina Doe single “Primal Design”. Mushroom Group contributed the track, which he explains has earned him “a number of global playlists.” “It will be the beginning of many things.”
Since its launch in 2015, Valve Sounds has released recordings by UV Boi, Nasty Mars, ESESE, Villette and Maya Hirasedo, gaining popularity at events and parties in Melbourne and spotlighting international and local artists. I guessed.
Among the highlights were events at Melbourne Music Week’s 2016 and 2017 flagship venues, the State Library of Victoria and St Paul’s Cathedral, where the team curated a stage at the Falls Festival. Vise.
“Some of my fondest memories were of the Valve Sounds parties we threw at the time,” says Liu. “I am grateful to be working with Mina Dou, IJALE and King Ivy. I truly believe that her trio of artists represent the future of music to come from Australia and beyond.”
New deal gives Valve Sounds access to Mushroom Labels’ suite of services across marketing, promotion, audience building, social strategy, distribution, analytics, global promotion, marketing and audience label services via UMG’s Virgin Music Label & Artist will be The service, an alliance formed in 2022, in collaboration with Mushroom’s existing US and UK teams.
Valve Sounds previously had a label partnership with Sony Music.
Valve Sounds now operates within 25 powerful groups of companies within the Mushroom Group, founded 50 years ago by the late Michael Gudinski.
Mushroom Group CEO Matt Gudinski (Michael’s son) appreciated his new partner. “Their clear vision for the label and their expertise in the R&B and hip-hop scenes set them apart as major industry leaders of the future,” he commented. “We are thrilled to welcome them into our family and look forward to a long-term relationship.”
Mushroom Labels include Liberation Records, Ivy League, I OH YOU, Soothsayer, Bloodlines, Liberator Music, 100s + 1000s.
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