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News April 30, 2021

Lowkee’s Biordi Music, Virgin Music team for global releases

Senior Journalist, B2B
Lowkee’s Biordi Music, Virgin Music team for global releases

Biordi Music are going global via a new partnership with Virgin Music Label and Artist Services Australia.

Through the new deal, Biordi Music’s roster will get plugged into the Virgin Music network, which has fully staffed affiliates in the U.S., Japan, U.K., Germany, France, across Latin America and, most recently, in Australia.

More offices will launch “in the coming months,” reads a joint statement announcing the latest pact.

The timing of the announcement couldn’t be sweeter. On Wednesday night, Biordi Music signing Youngn Lipz scooped the Most Performed Hip-Hop /Rap Work category at the 2021 APRA Awards for his platinum-certified hit ‘Misunderstood’.

Watch Youngn Lipz’s ‘Misunderstood’:

Launched by Lowkee in 2019, Biordi Music’s roster includes emerging acts Billymaree, Bally Boy, Pistol Pete & Enzo, Ay Huncho, Masi Rooc and Nasa Nova, who together have amassed more than 200 million streams, with ‘Misunderstood’ alone generating nearly 22 million plays.

“In this day and age,” comments Lowkee, “it’s important to quickly adapt to new technology and trends. It’s just as important to take full advantage of all the tools that exist now to push your music forward.”

Virgin Music Australia

As the Biordi Music operations and roster grows,” he continues, “the vision has also expanded. We have our eyes set on global dominance with a goal of showcasing the incredible and diverse talent Australia has to offer.”

The first batch of releases through the new arrangement should feature Bally Boy, Pistol Pete & Enzo, DJ Discretion, NASA NOVA, Billymaree and the debut LP from Youngn Lipz is said to be coming soon.

“We are thrilled to partner with our friends at Virgin Music Australia and Biordi Music,” comments Jacqueline Saturn, President, Virgin Music Label & Artist Services in the U.S.

“We are passionate about Youngn Lipz and can’t wait to bring him to the forefront of U.S. Music and Culture.”

Lowkee and his team will continue to develop their artists in partnership with Virgin Music Artist & Label Services Australia, with both parties collaborating across marketing and promotion for future releases.

The Australia arm of Virgin Music came online last month, the latest chapter in Universal Music Group’s international rollout of its artist and label solutions activities, unveiled earlier this year as part of a major relaunch of Richard Branson’s famous Virgin brand.

“The entire team at Virgin, both here and internationally are so excited about working together with Biordi Music,” Janes says.

“This partnership comes via our new A&R scout Nick Lupi, and what an immense first signing this is,” he continues. “Biordi Music has proven itself in a short period of time to be at the forefront of Australian contemporary music culture, and their ambitions quite rightly, are to reach a new global audience.”

After years of incubation, Australia’s hip-hop scene is at a global tipping point, led by a new wave of young stars including The Kid LAROI, whose F*ck Love (Savage) mixtape recently reached No. 3 on the Billboard 200 albums chart. 


This article originally appeared on The Industry Observer, which is now part of The Music Network.


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