UK – British-Nigerian musician and YouTuber KSI today announced the launch of his record label, The Online Takeover (TOT), with pop singer Aiyana-Lee as its first signee.
KSI, whose real name is Olajide Olatunji, launched the label in partnership with Proper Loud Music owner Mams Taylor. The announcement also follows the release of his maiden LP Dissimulation in 2020, which debuted at No 2 on the UK Albums Chart. The label is expected to confirm its streaming distribution partner in due course, while Proper Loud will take care of management.
“Looking at my resume, I’ve always been about making sure the people around me are eating good,” KSI said. ”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.”
“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,” Aiyana-Lee said. “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.”
She added: “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!”
“I am honoured to be working so closely with someone I respect so much and have genuine love for,” Taylor said about the partnership. “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.”
KSI, who has also dabbled in acting and boxing, released his debut single ‘Lamborghini’ featuring British grime MC P Money in 2015 through musician Sway Dasafo’s Dcypha Productions. In November 2019, it was announced that he had joined American independent record label RBC Records.
KSI’s other recent releases include ‘Really Love’ featuring Craig David and British DJ and record producer Digital Farm Animals, and “Don’t Play” with British singer Anne-Marie and Digital Farm Animals.