The independent label behind Ndotz's global hit 'Embrace It' launches with bold ambitions
19 December 2024 - Press releaseThe new label backed by Broke Records makes its mark with viral successes and a new vision for artist development.
Isekai Records, a new joint venture with Broke Records (owned by Create Music Group), has officially launched with the vision of becoming one of the most agile, artist-friendly labels in the music industry. Founded by rising music executives Ewan Jenkins, Jack Mangan, and breakout artist RJ Pasin, the label aims to replicate the incredible success stories they've already created.
The journey of Isekai Records is rooted in a story of passion and entrepreneurship. Ewan and Jack first crossed paths on their first day of university in 2017, forming a friendship that would soon turn into a partnership. By 2020, they had launched E2J Artist Management, focusing on managing music producers. Their portfolio and reputation skyrocketed in 2023 when they began managing RJ Pasin. Within just 15 months, RJ's career saw explosive growth - from 10,000 TikTok followers and zero Spotify monthly listeners to an astounding 2.8 million TikTok followers and 7.5 million combined monthly Spotify listeners. Following this success, the trio launched Isekai Records in August 2024, bringing with them the same energy, expertise, and innovative strategies that have driven RJ's meteoric rise.
Their first release, 'Embrace It' by viral sensation Ndotz, solidified Isekai's arrival on the global stage. The track has achieved extraordinary milestones:
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Charted at #20 on the UK Official Charts, remaining in the Top 40 for eight weeks.
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Over 200 million streams across digital platforms.
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Peaked at #26 on Spotify's Global Chart and gained traction in 210 countries on Spotify, 97 countries on Shazam, and 83 countries on TikTok.
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Recognised as the #4 Largest Hip-Hop Single in the UK (2024) and established Ndotz as the #9 Largest Hip-Hop Artist in the UK (2024).
'Embrace It' also captured the attention of US superstars Sexy Red and Flo Milli, who remixed the track recently, further amplifying its international appeal. In addition, Isekai has also worked with viral sensation Stepz, whose achievements include hitting No.1 on the TikTok Billboard Charts and No.1 on the UK and US Viral Charts.
Co-founders Ewan Jenkins and Jack Mangan commented: "We launched Isekai Records with the belief that artists deserve a label that prioritises their potential and individuality. Our mission is to break barriers and create success stories that resonate with today's audience. We wanted to build a label that adds value beyond large advances, with a strong focus on mastering the art of converting social media hype into tangible streams."
RJ Pasin added: "I wanted to create a label that pushes the new wave of producers, instrumentalists, and artists leading the digital music scene. After independently scaling my career over the past 18 months, I felt compelled to build a framework to help others achieve the same success."
Looking ahead, Isekai Records is set to build on its momentum with exciting new signings, promising an exciting pipeline of music in 2025 and beyond. Ndotz's follow-up single 'TikTik' is already going viral on TikTok. The label has also signed GeeYou's track 'Love Me', which recently trended at No.25 on YouTube, rising singer-songwriter Lindsay Chia, whose debut single saw millions of TikTok views and 100,000 Spotify streams in its first week, and viral Italian producer Sillage, known for his unique production style and cosigns from Clams Casino.
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