Illy Launches New Label With UNFD, Signs Allday

Melbourne rapper Illy has launched a new label OneTwo as an imprint of music company Unified – aka UNFD.

In conjunction with launching the new label today, OneTwo has also announced the signing of 22-year-old Adelaide rapper Allday.

Illy is a co-owner of the label and will take most of the responsibility for its direction.

He told theMusic.com.au that it “feels good” to be officially entering the 'business' side of the music industry.

“I'm excited at the prospect of a new challenge, and stepping outside my comfort zone of being an artist,” he said. “I'm surrounded by very talented people at OneTwo, who I have known and worked with for years, so it really doesn't feel like too drastic a change, more like a natural progression.”

He confirmed that he will be “involved in overseeing most aspects of OneTwo. My experience as an artist, particularly within my genre, puts me in a unique position as far as finding the right artists, and then helping them develop their sound and style.

“That aspect of OneTwo is what I'm most passionate about – the A&R type role, helping artists creating something special. So that will be the area where a lot of my focus will be… there is still a lot I have to learn as far as the finer details of the business side are concerned. But I'm a quick learner.”

UNFD's Head Of Recorded Music Luke Logemann told theMusic that he expected Illy to take control of the reigns from the outset.

“UNFD has just become such a strong brand. I basically curate the [UNFD] label and I get a lot of input from the artists we already work with. We're at a point where the fans of brand trust any new artist we introduce because we make sure it all fits in line with what we represent.

“OneTwo, however, is curated by Illy. He's always been a genius with picking beats, and melodies and understanding what sounds good. He has always been able to pick who was going to do well long before anyone knew. So essentially that['s the big difference. OneTwo is a brand curated by Illy for the fans and artists, and that's what will set it apart from UNFD or any other label.

While the first two artists on the roster are hip hop orientated, OneTwo will look to branch out in the future.

“Genre is not a factor,” Illy said. “Ability, potential, and drive are. All three are vital to a lasting career, and OneTwo isn't here to cater to flash in the pans or jump from one trend to the next. I love OneTwo's first signing because he has those qualities.

“Allday has built a hugely loyal following without releasing an official album, through clever use of social media and prolifically releasing music. Recently we have seen artists resorting to increasingly desperate, and lame, tactics to engage with a younger audience. Allday has that audience's whole hearted attention, and he didn't play the fool to get it. He is going to be a leader in the coming years.”

Logemann added, “There is always room to move with this stuff. It's not always the genre that aligns certain artists and sounds, sometimes it's the ethic or feeling that music gives you. While UNFD started in the hardcore scene, we have artists like Dead Letter Circus, Bodyjar and D At Sea.

“Similarly, if Illy sees a connection in other sounds a little removed from traditional hip hop, he will know what works for OneTwo and we will trust him and help him facilitate making the records.”

While the label will look to Australian acts in the initial sense, they have not ruled out licensing releases from other territories to Australia.

“I can actually see the potential for Aussie hip hop to move overseas,” Logemann said. “Illy sold out his London show last month, and there is more of that to come. So as other territories develop, forming relationships with artists overseas will be a key to helping our Aussie artists expand over there.”

Allday's first release through OneTwo will be a single in November to coincide with his tour. Illy will release his fourth album Cinematic through OneTwo Friday 8 November.

Allday is managed by Teamtrick and booked by New World Artists.