Sweat It Out signs PRICIE for debut single

Sweat It Out has signed a new artist, PRICIE, who is touted as a “triple threat” – a singer, songwriter and rapper.

The announcement comes on the same day as the release of her debut single ‘too dang good’.

The artist said she was excited and humbled by the milestone.

“It’s been wonderful to have the humble music I make in my bedroom to be put out, and not only have people dancing and vibing to it, but also to have the most incredible responses of positivity. Signing to Sweat It Out has been wonderful, and I am so excited for what is to come,” she said.

The label said PRICIE had distinctive powerful, soulful and husky vocals, and a generous on-stage charisma. This, it said, had helped her generate a huge reaction on triple j Unearthed.

“From the outset, PRICIE demands attention, with her compelling delivery, tongue-in-cheek lyrics, silly hooks, and all topped off with a playful attitude that encompass her unique style,” the label said.

The debut video clip was directed by Claudia Sangiorgi Dalimore, who has worked with Thelma Plum, Kaiit, Holy Holy and Meg Mac.

“The video is a divine combination of bold static shots with block colours and powerful suits, a combination of popping, hip hop and freestyle dance, with both costume and location juxtaposed with one another throughout,” Sweat It Out said.

Dalimore added: “My focus for this clip is centred around introducing PRICIE to the world. Showing off her fun, sassy and playful side while also celebrating her love of monotone fashion, styling and simplicity. The song made me want to get up and move as soon as I heard it. I brought in local Melbourne dancers Karla Mathieson and Angela Baklis to embody the innate groove you feel as soon as the beat drops. The vacant landscapes, the symmetrical compositions, the poised shapes of the bodies, they are all intentional to frame and keep the viewers gaze centred on PRICIE.”

Last year, the label re-signed Crooked Colours, and in 2019, SLUMBERJACK joined the label.

The label was founded by the late DJ Ajax, and celebrated a decade in business in 2018.