Ethic Entertainment may have been considered the underdogs, but it is now official this group is a heavyweight.
The hitmakers burst into the scene with the track ‘Lamba Lolo’ which was released in November 2018 and have since continued to grow in popularity. Releasing one track after another, the foursome which consists of Zilla, Seska, Reckless and Swat have made a name for themselves as reckless, carefree youngsters who have cracked the formula for a chart-topping track.
‘Pandana’ is the third track from the group to reach more than 1 million views on YouTube, with ‘Instagram’ and ‘Saba’ also hitting the same heights online.
Despite their management woes after a very public disagreement with former manager Teleh Mani from Hype Entertainment, it seems that Ethic is keen to move on to bigger and better things. Taking to Instagram, the group shared that they have secured a new partnership. Signing a publishing deal with A.I records (UMG Kenya), the group is set to strategize and execute a plan to dominate the industry.
According to Business Daily, “Universal Music Group acquired a majority stake in a Kenyan record label in a deal that gives the American multinational access to one of the largest catalogs of East African music in March 2018.
“Through its Dutch subsidiary, Universal Music Group has bought 70 percent of A.I Records, a Kenyan company with some of the region’s best-loved musicians. Conclusion of the deal means Universal Music Group now has rights to archive, digitize and begin selling East African music internationally. The list of local music groups on the A.I label includes Orchestra Super Mazembe, Afro 70, and Western Jazz.” Ethic joins the group of artists signed to A.I Records, speaking to a much younger demographic compared to the majority of A.I Records signees.