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Essential on 'Cloud 9' after signing Tinchy Stryder
May 12, 2014

UK rapper Tinchy Stryder has signed a global product management deal with Essential Music & Marketing. It covers future releases including his forthcoming new album 360˚, due to be released through his imprint Cloud 9 in Autumn 2014.

Essential will work closely with Stryder's management, providing a complete suite of label services including project management, marketing, digital marketing, plugging and PR, distribution and coordination of international release activity.

360˚ is Tinchy Stryder's fourth studio album, and was recorded between Kensaltown Studios and Tinchy's own studio at creative hub Tileyard Studios. It sees him working with the exciting upcoming production duo Pinky and The Brain and writer Bayku, as well as guest contributions from Tanika, JME and Giggs. Lead single 'Misunderstood', Stryder's first new track in over 18 months, was premiered on BBC 1Xtra, with the official video going live straight after.

From his roots as a garage and grime MC, Stryder has sold over 2.5 million records, scored ten UK Top 10 singles, (including two #1s) and one UK Top 3 album, and embarked on five headline tours in the UK alone. Over and above his musical achievements, Tinchy's entrepreneurial activities include the Star In The Hood clothing line, stocked by fashion retailers around the world, and a range of Cloud 9 headphones and audio equipment in partnership with Goji electronics, which is currently available in over 500 stores across Europe.

Tinchy Stryder said: "I'm very excited about my partnership with the incredibly forward thinking Essential Music. I've always wanted to embrace the challenge of running my own label - so the opportunity to build Cloud 9 Music hand-in-hand with the dynamic and inspiring team at Essential, is something I particularly relish. Having more creative control over my music and my work is an amazing and refreshing feeling, and I can't wait for people to hear the fruits of my labour in the studio for the past 18 months, as we roll out the campaign for my fourth album."

Steve Crane, product manager at Essential added: "Essential is all about enabling artists like Tinchy Stryder to stay ambitious and stay creative, whilst we work with partners to coordinate marketing and distribution and handle things like sync licensing. These guys know what they want in a release, and we're here to take care of everything around the music. Early signs are proving once again that with the right team and setup you can have great success independently."


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