KSI Launches Record Label The Online Takeover

16 February 2021 - Press release

As the biggest-selling UK breakthrough of 2020 with his debut LP Dissimulation and scoring seven Top 10 singles including collaborations with Rick Ross, Trippie Redd and Tion Wayne, alongside hits with Craig David and the latest smash with Anne-Marie (currently #4 in the Official Charts), KSI – Olajide ‘JJ’ Olatunji today launches new music label The Online Takeover in partnership with manager and owner of Proper Loud Music, Mams Taylor.

KSI says: “TOT. The online takeover. Ya boy has created his own music label. Looking at my résumé, I’ve always been about making sure the people around me are eating good. So, I am proud to announce that Aiyana Lee is the first of the TOT gang and will be returning with another banger very soon.”

The first artist signed to the label is 19-year-old singer-songwriter Aiyana Lee; niece of David Ruffin from The Temptations and granddaughter of Motown legend Jimmy Ruffin (“What Becomes of the Brokenhearted”). Aiyana-Lee has co-written and recorded with the likes of Swagg R’Celious, Jeff Gitty, Rio Jefferson, and Prince Charlez. She appeared on KSI’s debut album singing the hook of “Killa Killa”.

Aiyana Lee says: “Being the first artist on KSI’s label is so incredible and exciting, especially when he’s such a down to earth human being and inspiration to so many people including myself. Getting to work with someone like that, after years of also being a fan, is so much fun and extremely creative. I’ve been making music I’ve always wanted to make and exploring the inner depths of my sound. The new single on The Online Takeover is going to really showcase what I want to say through my music and set the tone for what I’m about artistically.

We’ve crafted a world sonically, a place for me to really have the space to be able to sing and say what I’m feeling. I think this brings a new chapter for all of us and it’s a journey I’m extremely excited to be embarking on!”

Mams Taylor says, “I am honoured to be working so closely with someone I respect so much and have genuine love for. JJ has been an amazing client and I consider him family. We have a very honest and authentic relationship. We bounce ideas off each other all the time and brainstorm effectively, so it feels like a natural progressive step for us to unite our strengths together in merging this partnership. It's really cool and fun to successfully work with someone you really like as a human being and makes the victories taste that much sweeter. We have some great things in the works, and I can't wait for our ideas to come to fruition.

Aiyana Lee is a global superstar and it's a matter of when and not if for her success as a chart-topping artist. We are really excited to have such a genuine talent to be our first signing. Big things are in the works for her and I can't wait for us to reveal our plans for her soon,” he adds.

The label is set to confirm its streaming distribution partner, while much of the work will be done in-house, drawing on the Proper Loud management set-up.