Modern Sky has launched the Chinese youth culture brand M_DSK in the UK.
Established in 2016, M_DSK has impacted the country’s youth culture via the Chinese record label, management company and music festival. The brand has championed hip-hop, R&B and the rise of Asian pop in China.
The brand has now been launched by Modern Sky UK under the banner of MDSK (0151).
“With a focus on growth, collaboration, and exploring underground scenes, MDSK (0151) aims to develop across emerging genres while supporting a diverse range of artists and creative ideas,” said a statement.
MDSK (0151) is headed by Leena Lewis, who has joined Modern Sky UK with a track record as an artist manager.
Lewis’ music industry experience stretches back 20 years, having worked with Anjuna Beats, JHO (Jho Oakley), Chase & Status and Above & Beyond.
She is adding her talent roster that includes Kurupt FM and Hugo Chegwin, Jianbo, Mat Zo, Rude Kid and CopDat.
Jianbo and CopDat have also signed to MDSK (0151) for records, alongside Hugo Chegwin and Kurupt FM.
We’re not interested in following trends – we want to build movements
David Pichilingi
Since 2017, Modern Sky UK has grown into a successful independent music stable rooted in the North, and reaching audiences across the UK and worldwide. Alongside the Modern Sky UK label, including its subsidiary Run On Records, the company operates management and publishing arms.
Recent highlights include UK No.1 albums from The Lottery Winners and The Lathums, and multiple further Top 10s on the UK albums chart from Jamie Webster, Red Rum Club and Michael Head.
Leena Lewis said: “I’m so pleased to have joined the Modern Sky UK team for this exciting new project. This company is full of really great, passionate, smart people that have already successfully established Modern Sky in the UK. M_DSK is such a powerful brand in China, with real influence on the exciting youth culture that has emerged in the territory over recent years. As with Modern Sky, we want to take that success and create something that works with the UK’s unique cultural landscape. We’re launching with an exciting roster that we’ll be able to serve in a really special way.”
David Pichilingi, CEO Modern Sky UK and North America, said: “Modern Sky has always believed that the most exciting things happen when you bring cultures, ideas and communities together. MDSK has been a hugely influential force in youth culture in China and now we have the opportunity to create something with its own identity here in the UK. We’re not interested in following trends – we want to build movements. With Leena leading the charge and an exciting roster already taking shape, this feels like the start of something very special.”
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