Universal Music Canada has partnered with Offair Records, a new creative imprint launched by creative agency Versus Creative with UMC and Virgin Music Artists’ label artists division responsible for global distribution.
Versus’ Creative’s founder Rishi Shah and partner Nate Auerbach co-founded the new imprint, which hopes to take a fresh approach in marketing ambient and other instrumental music styles using different platforms to brand and promote Offair’s music and artists.
“Instead of music getting stuck in your head, we want your head to get lost in the music,” the partners explain about their “foreground music” imprint.
“Finding ways to unplug and stay present while leaning into music that brings focus to our intentions is so powerful – and perhaps more important now than ever, UMC Chair and CEO Jeffrey Remedios said in a statement, adding that the imprint’s team “has created a distinct and compelling brand that invites artists to explore mood music while centring the creative process.”
Among the first artists signed to the new label is Highland Park Sleep Collective, a duo formed by producers Tim Anderson and Filip Nikolic (formerly of Poolside) whose production credits include Billie Eilish, Pabllo Vittar and King Princess. They put their own twist on the ambient genre with their album OFFAIR: Music For Water, out now.
Releases from Anders Fridén, Swedish singer-songwriter and vocalist of the metal band In Flames, Niia (born Niia Bertino), an American singer, multi-instrumentalist and songwriter, with record producer Oh No and recording artist, music director and drummer, Pauli the PSM, to follow, with more to be announced soon.