PULSE Records has signed Maxwell Jardine, professionally known as 9lives, as announced today by PULSE Music Group co-CEOs Scott Cutler and Josh Abraham, and PULSE Music Group President/Head of Creative, Ashley Calhoun.

New Zealand born South African artist 9lives is a key leader in pioneering the Sigilkore sound & scene (a new fast-growing internet born rap subgenre drawing inspiration from trap, cloudrap, hyperpop, and electronic). Since emerging in 2022, 9lives has rapidly grown a following, culminating in over 435 million Spotify streams across 15.6 million listeners in 184 countries over the past 12 months. 9lives has over 800 million cumulative streams to date. The new single from 9lives “MULTIMILLIONAIRE (with Trippie Redd and Odetari)” drops on all platforms on January 19^th. 

Josh Abraham, Scott Cutler, and Ashley Calhoun commented: “At PULSE, we gravitate towards artists and creators who are uniquely themselves and who are trying something new. 9lives is at the forefront of a very exciting, emerging genre and we're thrilled to partner with him to help amplify his music and his vision.” 

9lives commented: “I’m super excited to have the backing of PULSE Records - their expertise and knowledge in my corner will significantly boost the journey that I’m on as an artist.  I can’t wait to get started with them on this next chapter of my career!”

Dan Woolston of Higher Ground MGMT commented: “I have always been a fan of PULSE, and their ability to create some of the best records with the world's most unique and established artists. The team understood the blueprint 9lives had in mind, whilst further complimenting the vision he had for the project. We are grateful to be working with Scott, Josh, Ashley, and the team at PULSE on such an exciting project.”

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. With his distinctive style, dark aesthetics, and innovative approach to production, the artists projects including #exclusive, 33.1FM, Odetari collab EP 3x3, and breakout single "XTAYALIVE" have amassed over 400 million streams on Spotify alone, and in the first year of his career the 19 year old artist has already worked with the likes of industry A-listers includingTrippie Redd, Rico Nasty, Jaleel, Kanii, Odetari, and more.

9lives’ music exists in a realm of its own where he is the central star of the art. Alluring and magical, the artist’s eclectically crafted music evokes emotion and storytelling, fusing together an intricate amalgamation of gen-z subcultures between the ethereal lofi trap textures of cloud rap, the manipulated chopped vocal pitches of hyperpop, and the uptempo bounce and animated sound FX of electronic club styles like Jersey club. One to watch, 9lives is creating his own supernatural fantasy world fit for the world stage.

In June 2023, PULSE Music Group and Concord launched PULSE Records. The label is the latest vertical for PULSE Music Group, which already boasts a music publishing and artist management arm. PULSE Records capitalizes on PULSE Music Group’s ability to invest in the highest levels of creative talent, supported by Concord’s existing label services platform and administrative teams. PULSE Music Group principals Scott Cutler and Josh Abraham, along with Ashley Calhoun, President/Head of Creative lead PULSE Records. PULSE Records is a part of Concord Label Group and is distributed through the company’s longtime relationship with Universal Music Group.

PULSE Music Group was built by creatives for creatives. PULSE Music Group’s award-winning client roster is credited with more than 200 million units of recorded music sales and more than 75 billion music streams. With more than 250 active clients, PULSE Music Group has amassed 350+ Gold & Platinum certifications.