Carless describes creating his new label as his “lifelong mission.”
Defiant Records houses burgeoning acts, including Bandmanrill, Sha EK, and McVertt, who teamed to craft the bulky 27-track project Executive produced by McVertt , Bandmanrill and Sha EK thrive in a playground where Jersey Club and drill music coexist. Having previously worked with Pusha T, Big Sean and the late Nipsey Hussle, among many others, Carless believes his experience will come in handy when building out the careers of his signees.
“I truly believe that my experience affords these artists an opportunity and mentorship that’s hard to duplicate,” Carless relayed to. “I have 10,000 hours of experience in management, A&R, digital, and promotions. I’ve been inside a record company for my whole career and have simultaneously operated outside of those buildings as well. I’ve helped build brands and companies and also understand the agency piece of it thoroughly.
Regarding plans to grow Defiant Records into a powerhouse, Carless has a simple rinse-and-repeat strategy he thinks will be the blueprint for his label. “The plans are simple, be authentic and detailed. We set attainable goals, achieve them, and repeat. We will always be the best in our space. The name of the game is to be consistent and curate our big-picture and individual stories simultaneously. Our focus has primarily been YouTube because it’s the most current breeding ground for global talent, and we’ve signed each one of our artists based on their following on the platform.
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