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FADER Label announces new FADER Distribution division in partnership with Virgin

Photo: Courtesy of the publicist
Photo: Courtesy of the publicist

FADER Label is wrapping up a fast-paced year of growth with another major announcement: FADER Distribution has now officially launched in partnership with Virgin. On the heels of their new offering, FADER Management (who’s artist roster includes Shallou, James Ivy, Del Water Gap and Mcamp), the new distribution division continues to expand the services FADER is able to offer the music community; this time, with a focus on assisting emerging talent in a new way. FADER Distribution is currently hosting the talent of five artists: Kim Tee, Origami Human, Eddie Burns, Pauli The PSM and Slaters.

On the new distribution division, CEO and co-founder of FADER, Jon Cohen, says, “As we continue to expand and see success with FADER Label, there has been strong inbound interest from the independent artist community in what we are offering. It has been incredible to be able to help truly deserving artists get started. We set up FADER Distribution to create a tier of service to aid independent artists that are in the very early stages of their development. At the forefront of FADER Distribution is our partnership with Virgin. Our FADER team provides strategic planning and marketing support, and we work closely with Virgin’s incredible global team, to start the artist development process for our artists. In the coming years we hope FADER Distribution will become a home to look after and develop more established artist catalogs as well.”

FADER Distribution artists are echoing the excitement, too. Kim Tee, who is the guitarist and music director for FADER Label artist Clairo, has seen features in NPR’s World Cafe, Rolling Stone and BBC Radio 1, while also performing on Ellen and for Sirius XM. With single “Too Deep” charting on Apple Music Alternative, being featured on the CW TV series “Kung Fu,” and also getting love from Zane Lowe’s Apple Radio show, Tee has been accumulating over 1.5 million streams and collaborating with prominent artists like Dizzy Fae and Dua Saleh. Spotify has featured Tee’s work on Fresh Finds: Best of Indie 2020, Fresh Finds, Study Break, Indie Chill and Fresh Finds: Best of the Wave 2020, while Apple Music has featured music in their INDIY, New Music Daily, New in Indie, New in Pop, New in Alternative, Wildflower, Pop Chill and Vibes playlists. On the new collaboration, Kim Tee says, “Working with FADER distro is a seamless process. The entire team is so welcoming and easy to work with – I trust them wholeheartedly!”

Origami Human, who is also new to FADER Distribution, has been named one of Dancing Astronaut’s 2020 Artists to Watch, and has been featured in RunTheTrap, Chill Nation, Space Yacht and more. Racking up over two million streams across Spotify and Apple Music and over one million on Soundcloud alone with former project NOKO, the duo remains one to watch. Boasting a cover of Amazon’s Breakthrough Electronic and also featured as “New Artist of the Week” this year at Las Vegas Golden Knights Arena, Origami Human have been playlisted in Apple Music’s Future Sounds and New in Electronic, as well as landing placements in several Spotify playlists, such as Friday Cratediggers, Bass Lounge, Fresh Finds: Pop, Indie Dancefloor, Creamy, Pixel Garden and Fresh Finds: Basement. They say, “FADER has been a great distribution partner for our project. They don’t just upload our music but more so act as an extension to our team, helping provide real guidance to our release plans. As we have been working with FADER since Day 1 of our artist project, this hands-on approach has helped us develop how we best present our sound and brand and we’re grateful for this. We’ve consistently gotten editorial support on our releases and they have presented us with opportunities outside of the DSPs to continue to gain exposure around our music.”

FADER Distribution artist, Eddie Burns, has production credits on tracks with Clairo, Omar Apollo, Macy Gray, Kaina, Shawnee Dez and Qari, and song features with Demetruest, Elton Aura and AJANIMF. Burns also happens to be the drummer for Clairo on tour, included in performances on Jimmy Kimmel, Ellen, Rolling Stone, etc. Now, excited to release music via FADER Distribution, Burns says, “Working with FADER Distro has taken away my anxiety about releasing music. And I know we all have it. Everyone on the team couldn’t be more present, transparent, and caring about securing a great release!”

Pauli The PSM is thrilled to be onboard, as well, and has previously been featured The FADER, Noisey, Highsnobiety, NOTION Magazine, WIRED, DAZED Digital and more. As the music director and composter for Barack and Michelle Obama’s “Black Renaissance” show launch, the composer of the original score for Hulu’s award winning show “Centerpiece” (executive produced by Rashida Jones), the drummer for Harry Style’s Love On Tour in 2021, and previous work collaborating with Damon Albarn’s mighty Gorillaz, Jamie xx, FKA Twigs, Pauli The PSM is an unstoppable force. With radio support from BBC Radio 1’s Extra Track of The Week, play from Travis Mills on Beats 1 and support from Zane Lowe, along with a major feature as a part of Tommy Jeans x CLASH’s campaign that launched with his single “I Got The Beat,” there is palpable success. Speaking to his new distribution deal with FADER, Pauli The PSM says, “I’ve been a fan of FADER for years, so to be aligned with them was an honor.Nothing worse than having a project that you believe in and no one gets to hear it, so finding the right partner to connect the dots was mega important to me. Working with a team of project and marketing managers who are real people and actually from the scene makes all the difference in making this feel like a unique, fully comprehensive, boutique offering that doesn’t compare to any others. In short, FADER distro were the wind beneath my wings and just let me be the fly ass artist I always wanted to be.”

Rounding out the roster is Slaters, who debuted on FADER Distribution with the cover of Amazon’s Breakthrough Electronic and an add on Indie Dance Now. They’ve been an Electronic Focus on YouTube Music, featured on Future Sounds on TIDAL and also showcased on Beat Connection on Soundcloud for indie dance and electronic. The production duo has produced on records for Roy Blair, Jelani Aryeh, Binki, Claud and more. On joining up with FADER to release music, Slaters say, “The FADER distro team has been super helpful with organizing and structuring a rollout plan for our project. Everyone on the team has shown nothing but dedication to making the release process as smooth and fruitful as possible.

The theme of young, fresh and quickly-rising talent is not new to FADER when it comes to artist discovery. However, this next level for FADER and the opportunity to be creative, innovative, supportive on a day-to-day basis in a hands-on way can only lead to massive waves within the industry. Stay tuned for more from FADER Distribution (Kim Tee, Origami Human, Eddie Burns, Pauli The PSM and Slaters), FADER Management (James Ivy, Shallou, Del Water Gap and Mcamp) and, of course, FADER Label. After a huge year in 2021, 2022 is sure to be a banner year; get ready.

FADER Label is marking its most triumphant year to date by affirming a new path forward with new hires and promotions within the staff, continuing to build upon the groundbreaking legacy of artist development and equity that has fueled the New York City-based independent label for nearly two decades. Co-founded in 2002 by Jon Cohen and Rob Stone, FADER Label has long been defined for its trailblazing passion for cultural discovery and creative backing, with a dynamic, forward-thinking focus on strategic marketing, A&R, publicity, street team marketing, digital marketing and social media support that allows its artists to maximize exposure while never losing sight of their artistic endeavors.

Driven by an extraordinarily diverse roster that includes RIAA platinum-certified singer-songwriter Clairo, self-made pop superstar Slayyyter who just cracked the Billboard Top 100 last week, actor-turned-accidental-rapper binki who has enchanted over 1M monthly Spotify listeners, multi-million-streaming NYC duo Lewis Del Mar, and iconic indie-dance band Matt and Kim, FADER Label has achieved a number of substantial and commercial milestones in recent years, including a remarkable 75% overall growth across all streaming platforms between 2019 and 2020. In addition, FADER Label artists have performed on a variety of late-night and early morning television shows, as well as landed syncs in films, TV shows, video games and commercials for brands including Nike, Acura, Mitsubishi, Verizon, FIFA, and Rockstar Games’ Grand Theft Auto, among many others.

2021 looks even brighter with the recent release of Clairo’s blockbuster second studio album, Sling. Hailed by Variety’s Jem Aswad as a “vintage pop triumph,” the album entered Billboard’s “Top Alternative Albums’ Chart at #1 and the overall Billboard 200 at #17 – Clairo’s highest-charting release thus far. Clairo – who heralded Sling with a spectacular live performance of the album’s first single, “Blouse,” on NBC’s The Tonight Show Starring Jimmy Fallon and was recently featured on the covers of both Rolling Stone and NME – will celebrate with a major North American headline tour, set for 2022.

Furthermore, Slayyyter’s eagerly anticipated debut album, Troubled Paradise, dropped in June 2021 and was fast met by critical applause and high profile media attention including a cover appearance on Gay Times and prestigious placement on the Spotify billboard in New York City’s Times Square. Widely acclaimed for her bold sound and idiosyncratic style, Slayyyter – who sold out her first headlining tour without having even performed live before – will embark on a long-awaited world headline tour in 2022.

Among FADER Label’s many other recent successes, PA-born, BKLYN-based rapper binki saw his easy to love single, “Heybb!,” featured in Apple’s iPad Air 2020 reveal and worldwide ad campaign and just released his debut EP MOTOR FUNCTION, which received praise from the likes of Matt Wilkinson, Dazed, NME, & more.

Future plans for FADER Label include an array of new signings while continuing to develop rising artists like binki, James Ivy, Zachary Knowles, Charlie Burg, ella jane, Kristiane, Jaebanzz, and Super Duper as they record and release singular work all their own.

FADER Label’s new management division has officially launched. The artists who are on the FADER Management roster — shallou, James Ivy, Del Water Gap and Mcamp — are getting the benefits of hands-on, curated care from FADER as they build on their already expansive careers. Staying close to their ethos of bringing the creator’s vision as the paramount focus, FADER embarks on this new venture with limitless creativity and innovation at the forefront of their agenda.

FADER Label has also announced a number of new appointments which will further guide the label in the months and years going forward. Veteran manager, A&R, and writer Matt Colwell has been named Director of A&R, and longtime member of The FADER editorial team Salvatore Maicki has been named Creative Content Manager.

Matt Colwell began his music industry career writing about local shows and up-and-coming artists in his own Washington DC-area blog, later contributing as a freelance writer to such notable outlets as Pigeons & Planes. He next joined EQT, where he worked on publicity campaigns for artists including GoldLink and Kali Uchis. Colwell relocated to Los Angeles in 2015 where he did A&R at Alex Da Kid’s label KIDinaKORNER label before taking positions at boutique management outfits UP Management and Ozone Entertainment. In 2019, Colwell founded In Real Time management, now with a roster that includes Zack Villere, altopalo, and Cooper Holzman. As FADER Label Director of A&R, Colwell will work to develop such diverse artists as binki, Lewis Del Mar, Kristiane, James Ivy, and latest signees Chloe George and shallou, helping creatives tell their stories and empowering musicians to move culture forward through their art.

Salvatore Maicki first joined The FADER in early 2018 following stints at Complex, i-D, and NPR’s Tiny Desk. As a member of the editorial team, he reported on industry news, curated the weekly “Songs You Need In Your Life” column, and profiled countless noteworthy artists including Charli XCX, Thundercat, The 1975, Big Thief, Sufjan Stevens, and Erika de Casier. In 2021, Maicki helped launch “The FADER Interview” podcast as an associate producer and co-host, interviewing such guests as Shygirl, Kero Kero Bonito, and Rostam. Maicki will continue to bring his discerning eye and pragmatism to FADER Label as Creative Content Manager.

In addition, Yasmine Panah has been named Senior Marketing Manager and Josh Hymowitz named as Project Manager. Panah started her career at Cult Records, the indie label imprint of Julian Casablancas of The Strokes. She next joined marketing and creative agency WMA, where she spent several years working with the Yeah Yeah Yeahs, Feist, and Danger Mouse’s 30th Century Records, as well as a variety of independent artists. Panah expanded her branding repertoire by joining Billboard’s Brand Partnerships team, devising experiential and content programs across events like the Billboard Music Awards, Billboard Women in Music and more. As Senior Marketing Manager at FADER Label, Panah will lead all marketing campaigns across the roster, with a focus on artist development, working closely with managers and artists to create dynamic marketing campaigns in an ever-changing landscape.

Josh Hymowitz first began DJing in high school, organizing, promoting, and performing at his own events. He later joined the Dance/Electronic Music Programming department at Sirius XM, assisting with production of live interviews and guest mixes, music selection, and festival coverage at EDC Vegas and others. Hymowitz took a DJ residency at Opium Barcelona before rejoining Sirius XM as part of their Promotions and Event Marketing team, and later, Universal Music Group’s UMG Content department. Hymowitz joined FADER Label in 2019 where, as newly appointed Project Manager, he aids the team in all marketing and creative efforts roster-wide, specializing in the digital aspects of all releases. Additionally, he spearheads campaigns for artist projects such as Shallou, Jaebanzz, and James Ivy, doubling as a day-to-day manager for FADER’s artist management arm, and curating their monthly Industry Newsletter.

Stay tuned for more FADER Label announcements in 2021, and be sure to follow the label and the artists on their site and socials.

Written by Manny King John

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