KSI LAUNCHES RECORD LABEL THE ONLINE TAKEOVER IN PARTNERSHIP WITH MANAGER, MAMS TAYLOR

KSI LAUNCHES RECORD LABEL
THE ONLINE TAKEOVER
IN PARTNERSHIP WITH MANAGER, MAMS TAYLOR

AIYANA LEE ANNOUNCED AS FIRST ARTIST SIGNED

EXCLUSIVE INTERVIEW IN MUSIC WEEK OUT TODAY
(LONDON, U.K., TUESDAY 16 FEBRUARY 2021) As the biggest-selling UK breakthrough of 2020 with his debut LP Dissimulation and scoring seven Top 10 singles including collaborations with Rick Ross, Trippie Redd and Tion Wayne, alongside hits with Craig David and the latest smash with Anne-Marie (currently #4 in the Official Charts), KSI – Olajide ‘JJ’ Olatunji today launches new music label The Online Takeover in partnership with manager and owner of Proper Loud Music, Mams Taylor.
Credit: Music Week / Stephanie Sian Smith
KSI says: “TOT. The online takeover. Ya boy has created his own music label. Looking at my résumé, I’ve always been about making sure the people around me are eating good. So, I am proud to announce that Aiyana Lee is the first of the TOT gang and will be returning with another banger very soon.”

The first artist signed to the label is 19-year-old singer-songwriter Aiyana Lee; niece of David Ruffin from The Temptations and granddaughter of Motown legend Jimmy Ruffin (“What Becomes of the Brokenhearted”). Aiyana-Lee has co-written and recorded with the likes of Swagg R’Celious, Jeff Gitty, Rio Jefferson, and Prince Charlez. She appeared on KSI’s debut album singing the hook of “Killa Killa”.

Aiyana Lee says: “Being the first artist on KSI’s label is so incredible and exciting, especially when he’s such a down to earth human being and inspiration to so many people including myself. Getting to work with someone like that, after years of also being a fan, is so much fun and extremely creative. I’ve been making music I’ve always wanted to make and exploring the inner depths of my sound. The new single on The Online Takeover is going to really showcase what I want to say through my music and set the tone for what I’m about artistically. 

We’ve crafted a world sonically, a place for me to really have the space to be able to sing and say what I’m feeling. I think this brings a new chapter for all of us and it’s a journey I’m extremely excited to be embarking on!”

Mams Taylor says, “I am honoured to be working so closely with someone I respect so much and have genuine love for. JJ has been an amazing client and I consider him family. We have a very honest and authentic relationship. We bounce ideas off each other all the time and brainstorm effectively, so it feels like a natural progressive step for us to unite our strengths together in merging this partnership.  It’s really cool and fun to successfully work with someone you really like as a human being and makes the victories taste that much sweeter. We have some great things in the works, and I can’t wait for our ideas to come to fruition.

Aiyana Lee is a global superstar and it’s a matter of when and not if for her success as a chart-topping artist. We are really excited to have such a genuine talent to be our first signing. Big things are in the works for her and I can’t wait for us to reveal our plans for her soon,” he adds.

The label is set to confirm its streaming distribution partner, while much of the work will be done in-house, drawing on the Proper Loud management set-up.

Read the exclusive interview in this week’s issue of Music Week [HERE].

Credit: Music Week / Stephanie Sian Smith
About The Online Takeover

The Online Takeover is a brand-new music label headed by music artist and internet sensation KSI. TOT will be known for its strong online marketing plans, artist friendly environment and strong strategic partnerships which will balance out the tried and tested methods of old combined with innovative and dynamic strategy models designed for today’s environment in the music industry.

“As an artist born of the current generation, I know what artists need and what labels lack and I wanted to create a safe and fair place for them to cultivate their talents and shine” – KSI

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About KSI

Hitting number two in the UK album chart and with over a billion streams, in Dissimulation KSI creates space for both his public persona and the personal: big hit features with the likes of Rick Ross and Lil Baby (Down Like That) and AJ Tracey (Tides) sit alongside more intimate, honest tracks. No stranger to defying expectations, Dissimulation received critical acclaim. Clash labelled it “an excellent body of work”; “he’s absolutely smashed it” proclaimed Metro.

It’s no surprise that KSI has been seen on the cover of The Sunday Times Magazine and Music Week; The Observer Magazine and Notion. Other labels and artists want a piece of the KSI pie too: just look to the success of his features on S1mba’s Loose and Nathan Dawe’s Lighter. 

With his second album almost completed, a 2021 tour which sold out in seconds, the launch of his own label and a single with Craig David (Really Love) and Anne-Marie (Don’t Play), KSI is proving that music is very much his domain.

KSI brings with him the unrelenting work ethic and infectious energy which YouTube instilled in him. Despite his debut’s success, he’s certain Dissimulation just scratched the surface: the next record, he’s clear, will showcase his artistry’s further progression again. Given FAULT Magazine described KSI as “one of 2019’s biggest success stories – “an emergent hip-hop star” said The i – all eyes will be on his follow up. KSI’s task – writes The Observer – is “not just to make “YouTube rap” but the real thing”. Their verdict? “Mission accomplished.”

KSI is currently working on his follow up studio album, set for release later this year via BMG UK / RBC Records.

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About Aiyana Lee

Aiyana-Lee is a rapidly growing artist whose music speaks for itself. Her signature voice is a staple of her sound and credibility. Her music a raw, honest form of her truest expression, talking about some of the darkest and joyous times in her ever-changing life. Songs that speak to many for their relatability and no-filter lyrics that she thinks is important to showcase. With a sound compared to Adele and Amy Winehouse, she is an artist on the come-up that bridges the gap between classic and modern music, creating a new unique experience for her audience.

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About Mams Taylor / Proper Loud Music

Formed in 2007 by President, Mams Taylor, Proper Loud (formerly known as Premier League Entertainment) is an award-winning global music management company representing world class artists, directors and producers across a broad range of genres. Operating from it’s Los Angeles headquarters, Proper Loud prides itself in having close relationships with its roster and taking the time to understand their artist’s individual needs and goals. The company also aim to be recognised for their integrity, fairness and making impactful and great art. For additional information visit //www.properloud.com/.

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