Soulection: Turning the artist collective into a lifestyle

A recent trend in the online music community has been artist collectives. Artist collectives are comprised of like-minded, similar-sounding artists that are striving for similar goals with their music.

The incentive behind artist collectives is the expanded network for broadcasting music over a range of artist’s fan bases. Considering there is usually a long roster of artists in these collectives, the boost in music recognition far exceeds that of a single artist’s influence on the scene. With the rise of music’s reliance on the Internet, artist collectives seem to be the obvious next move.

One artist collective that has blown up recently is Soulection. Soulection was founded in 2011 in Los Angeles by Joe Kay, Guillaume Bonte, and Andre Power.

In the late 2000s, as rappers were settling down and producers were getting more recognition as artists, Kay began to hone in on this new beat oriented music. The term beat artists began to popularize as producers were generating hip-hop instrumentals intentionally without vocals.

Kay started to produce his own beat-based music after seeing this new trend begin. He later founded Illvibes, which is how he met Bonte. Shortly after they met, they decided to make Soulection and bring Power on board. The three set out to be the driving force behind a multifaceted revolution. Over the course of two years, they pumped out over 28 releases all centered around this new found hip-hop, or beat artistry.

It isn’t fair to say Soulection is just an artist collection anymore, though. Their influence has become wide-reaching in many aspects of an individual’s lifestyle. They have a relationship with Stussy, a very prominent clothing brand in the hip-hop community, which has definitely contributed with Soulection’s aesthetics as a brand.

They also have branched out into radio, recording over 200 shows since their conception. The combination of the artists, their hip-hop aesthetics, and their wide reaching influence over the radio has really allowed this collective to hit the ground running.

Now sporting over 200,000 followers on SoundCloud, it is safe to say that Soulection has clearly become the leader for underground beat artists, who are becoming not so underground anymore. Their impressive roster includes the likes of Mr. Carmack, IAMNOBODI, J-Louis, Ta-ku and countless others.

On top of their success as a label and collective, Soulection has inadvertently fueled an underground electronic music revolution. New artists have been popping up left and right within the last three months that have been inspired by the aesthetics and sound of Soulection.

Artists like Oshi, Misogi, Ekali, and Cavalier, just to name a few, take after the style of various artists on Soulection’s roster. These new artists effectively combine hip-hop elements with more electronic music elements. Oshi, a British producer, titled one of his songs “I Carmacked Bastille,” where he took Carmack’s style to remix a Bastille song. This is, without a doubt, evidence of Soulection’s wide reaching audience and influence that is only growing larger. “There are really no limits to what Soulection can do at this point,” said Carmack.

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