Kobalt Signs New Zealand Artist And Super Producer 9lives To Global Publishing Deal

28 November 2023 - Press release

 

Kobalt today announced that it has signed super producer 9lives to a worldwide publishing agreement, including global synch and creative services for his existing catalog and futures.

The Hawkes Bay, New Zealand-born South African artist 9lives is a frontrunner of a new generation of artists blending and blurring sounds to create their own sonic movement transcending the traditional rules of genre.

A key pioneer for sigilkore (the fast-growing internet-born rap subgenre drawing inspiration from cloudrap, hyperpop, and electronic) 9lives has skyrocketed to over 6.5 million Spotify monthly listeners since emerging in late 2022. With his distinctive style, dark aesthetics, and innovative approach to production, his projects including #exclusive, 33.1FM, Odetari collab EP 3x3, and breakout single ‘XTAYALIVE’ have amassed over 350 million streams on Spotify alone, and in the first year of his career the 19-year-old artist has already worked with industry A-listers including Trippie Redd, Rico Nasty, JELEEL!, Kanii, Odetari, and more. 9lives is making waves on TikTok having hit #4 on Billboard’s TikTok Top 50 charts, and claiming 2x #1 positions atop Spotify’s Viral Songs playlist.

"It is a rare talent who is able to forge their own movement in music, and 9lives is doing just that,” said Simon Moor, Managing Director APAC. “As an exponent of fresh ideas and sounds 9lives is helping to redefine hip-hop and drive it forward into the future. At Kobalt, we are excited to bring our publishing expertise and deliver opportunities to amplify and build on the incredible success that 9lives and his management team, led by Dan Woolston, has already achieved."

Kate Loesch, Sr. Director, Creative added, "We are thrilled to welcome the multi-faceted artist and producer, 9lives, into the Kobalt family. His distinctive approach to making music, particularly as a pioneer in the emerging sigilkore genre, aligns with our vision for innovation and artistic diversity."

Commenting on the deal, 9lives said, "Music and songwriting has been my dream since childhood, and having Kobalt on my side means that my dream can become a reality. Working with them is key to expanding not only my music, but also extending me creatively into film, more collaborations, and the wider world of composition."

9lives manager Dan Woolston said, "Laurent, Kobalt, and their international teams have proven for many decades their unwavering support of artists and writers - as well as a forward-thinking approach to publishing. Kobalt illustrated early passion for the project, and we are grateful to be working with them as partners on one of the most exciting and genre-breaking global artists in the scene."