Anderson .Paak is one of the most creative artists operating in today’s industry, but now he’s going to be testing his skills as a label boss. He has founded a label with Universal Music Group called Apeshit Inc, and put out a call for artists “who can play while performing”. That’s the ‘instrumental’ we’re referring to in the headline: not music without words, but… well, we’ll let him explain.
“I was going to shows and realized that less and less I was seeing actual performers. 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.”
Artist-led imprints within major labels are nothing new: the key will be the quality of the musicians signed by Apeshit Inc – details of the first will be announced shortly – and what kind of support the label gets both from UMG and from DSPs.