Allday makes history with global record deal

Photography Credit: Ken Leanfore

Adelaide-born, Melbourne-based rapper Allday has inked a traditional, direct signing deal with one of America’s biggest independent labels, Wind-Up Records.

According to both Allday (aka Tom Gaynor) and his manager Jim McKinnon of teamtrick, the signing makes Allday the first local hip hop artist besides Iggy Azalea, and the first Australian male hip hop artistto achieve such a feat.

Allday posted about the news on Facebook overnight:

Speaking to TMN, McKinnon said Wind-Up execs attended one of Allday’s club shows in New York last year. “[…] They're just as psyched as we are to begin building Allday's career around the world.”

Allday’s debut LP Startup Cult debuted at #3 on the ARIA Chart last July. It was sandwiched between global pop artists Sia and Ed Sheeran. In the US, it charted in the Top 20 CMJ Hip Hop chart.

McKinnon said Allday has the ability to change the way overseas markets see Australian hip hop.

“By just removing the world Australian from the description. It's just good music, clever storytelling, great melodies," he told TMN."Hip hop is like punk rock, I think the last thing it's meant to be is elitist."

According toBrandData, a recently-launched daily ranking index of digital and social media identities, Allday is one of the few Australian acts registering double digits in terms ofengagement. On average he reaches 12.8% of his combined audience of 353,940 – most acts, including Kylie Minogue and Iggy Azalea register around 2.5% engagement.

“Being born in a different country to where hip hop originated doesn't have to lessen the impact of making that kind of music," said McKinnon."Allday has a global yet unique perspective and a fantastic, multi-layered, nuanced way of expressing it that I've always believed will resonate with listeners anywhere.”

When TMN asked Allday what he thought it was about his music that translated overseas, he said: “I'm not sure it does translate, but we'll find out.”

“Any kid in any suburb can feel a sense of shared experience,” added McKinnon. “Allday's music, whilst reflecting on what's happening around us, also provides a really cool place to escape to.”

Allday’s deal with Wind-Up is for the world, excluding Australia and New Zealand, where he is signed to ONETWO, Illy’s collaborative label with UNFD. Locally he is booked by New World Artists.

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The New York-based label, which also has a publishing arm (Wind-up Publishing), and management arm (251 Management), has two other Australian artists inked to its roster: Melbourne’s Strange Talk and Sydney band The Griswolds.