Warner Music’s Emerging Markets division has announced the launch of a new label, OUT OF ORDER, which will highlight artists, music, cultures and communities from Africa, India, the Middle East, South-East Europe and the Eastern Mediterranean.
The label will be supported by Atlantic Records in the US and Parlophone in the UK, working in partnership with established Warner Music subsidiaries in those markets.
“I am incredibly passionate about this initiative. There is so much unique and inspired international music that often does not have a global platform,” he says. selina Chowdhury, director of OUT OF ORDER and director of marketing for emerging markets at Warner Music, who previously worked at Atlantic Records in New York.
“We hope OUT OF ORDER takes music fans on an adventure and introduces them to sounds and artists they might not otherwise have had the chance to hear.”
Described as a “diverse collection of sounds in no particular order,” the label will release an album series featuring ten original and unreleased dance-oriented records from emerging, developing and established local artists. Album artwork sourced from the label will showcase the work of emerging local designers in the region from which the music is selected.
Alongside the album releases, OUT OF ORDER will run a weekly online radio show featuring 60-minute DJ mixes inspired by a track from one of the albums. The mixes will be available in Audiomack, SoundCloud Y Youtube.
The first album released is is OOO: AFRO, in association with Warner Music Africa, and features a mix of Afrobeats, Amapiano and House tracks by Da Capo, Makhadzi, Moelogo, Oscar Mbo, P-Prime and Rouge. Created by rising Ghanaian designer Nyahan Tachie-Menson, the album’s artwork aims to reflect the signature elements for which the African music scene has become globally renowned.
“There’s a lot going on with music that’s coming from people on the continent,” says Nyahan Tachie-Menson. “Something we can all relate to is the vibrancy of the music, and that’s what I captured here.”
The next album in the series, in association with Warner Music India, will be available early next year.
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Warner Music launches Out Of Order label for emerging markets – Music Industry