News in the music industry has been weird lately, but Four Loko has taken it to another level. The legendary malt liquor maker has launched his own label and debuted with a single from Valentino Khan, Wifisfuneral and YBN Almighty Jay.
Appropriately named Four Loko Records, the imprint appears to build on the success of the IRL TOUR series, which included Diplo, ILOVEMAKONNEN, Flosstradamus, and more. The newly created label has an ambitious future, as they plan to link digital experiences with real-life ones for an integrated approach. This includes collaborative music and clothing, artist and fan submissions, and more.
“Four Loko as a brand has always looked at the unconventional – Four Loko Records gives us the opportunity to bring in fresh new music from artists who create outside of traditional music industry norms”, said Samantha Catalina, Four Loko vice president of marketing. “Legends grew out of underground and indie scenes and we’re thrilled to be a part of them.”
Valentino Khan, Wifisfuneral and YBN’s single “Digest” Almighty Jay is the perfect debut for the label. Khan has concocted a booming hip-hop rhythm in which the excellent verses of Wifisfuneral and YBN Almighty Jay take center stage.
Find “Digest” on all streaming platforms here and listen to the track below.
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