Virgin Music Label and Artist Services Australia have entered into a worldwide distribution partnership with Biordi music, A Sydney-based label that Virgin says “quickly emerged as one of the most influential companies in the fast-growing Australian hip hop, R&B and rap scenes.”
Biordi was launched in 2019 by Australian musician Lowkee and has accumulated over 200 million streams in less than two years.
The label has “built a reputation for building local stars and creating undeniable hits that really changed Australian musical culture,” says Virgin.
According to Virgin Music Artist and Label Services, the deal with Biordi will “support” the talent list and “expand the brand and maximize the reach and impact of its artists and releases worldwide”.
Biordi’s artists include R&B act Youngn Lipz, who won the Most Performed Hip Hop / Rap Work Award at the 2021 APRA Awards for his platinum-accredited single Misunderstood, which has won nearly 22 million streams.
The Biordi roster also includes acts like Billymaree, Bally Boy, Pistole Pete & Enzo, Ay Huncho, Masi Rooc, and Nasa Nova.
Virgin Music Label & Artist Services was founded in February with full operations in the US, Japan, UK, Germany, France and all of Latin America.
The move resulted in the US-based Caroline – the independent service division of UMG’s own Capitol Music Group – as well as Caroline in Great Britain, France and Germany being renamed Virgin Music Label & Artist Services.
The Australian division was launched in March.
Virgin Music Artist & Label Services Australia will partner with Biordi on the marketing and promotion of upcoming releases from Bally Boy, Pistol Pete & Enzo, DJ Discretion, NASA NOVA, Billymaree and Youngn Lipz’s debut long player.
“Biordi Music has in a short period of time proven to be a leader in Australian contemporary music culture.”
Timothy Janes, Virgin Music
Timothy Janes, Managing Director of Virgin Music Australia said, “The entire Virgin team, both here and internationally, is very excited to be working with Biordi Music.
“This partnership comes about through our new A&R scout Nick Lupi, and what an immense first signing this is. Biordi Music has in a short span of time proven to be a leader in Australian contemporary music culture, and their ambitions are rightly to reach a new global audience. “
“We have global dominance in mind.”
Lowkee, Biordi Music
Lowkee, founder of Biordi Music, said: “In today’s world it is important to adapt quickly to new technologies and trends. It’s just as important to take advantage of all the tools there are now to move your music forward.
“As the Biordi Music activities and roster grew, so did the vision. We have global dominance in mind to demonstrate Australia’s incredible and diverse talent. “
“We are very excited to be working with our friends at Virgin Music Australia and Biordi Music!”
Jacqueline Saturn, Virgo Music
Jacqueline Saturn, President of Virgin Music Label & Artist Services in the US, said, “We are very excited to be working with our friends at Virgin Music Australia and Biordi Music!
“We are passionate about Youngn Lipz and can’t wait to bring him to the forefront of US music and culture.”Music business worldwide