In an industry that is as complicated as it can be, don’t you want to find a place that you can call home? As the saying goes, No man is an island, an artist can’t reach his full potential without the right people around him. With this in mind, Soul To Soul Records is the new label that seeks to give artists the comfort that they need and the flexibility that they deserve. Let’s find out why.
All for the Art and the Artists
Asher Jones and Joshua Ijames from North Carolina are 2 artists in a rap group called Living Lavish Ent. Passionate with music, they did it for the art of hip-hop and it became their way of life. Things quickly progress and it became a label at the beginning of 2020 but the name no longer fit the ideals of the artists matured by their experiences. With careful planning and deliberation, Soul To Soul Records was established on July 6, 2021.
“The name was dropped because it sounded childish and promoted a materialistic lifestyle. In 2020 Asher took a whole different approach to his art that no longer promoted that way of living, now it was deeper than that. Asher created the term “Soul To Soul “ in 2020 after his 2nd EP “Feel My…” Soul To Soul means the music you can live your life to, music that impacts the listener, music that causes you to think deeper than before. So on July 6th of 2021, we decided to rebrand the label and name it Soul To Soul Records.”
Having the right ideals and perception on how a record label should go, Asher and Joshua are confident that they can make a difference in the music industry. For their label, they strive to make meaningful music and be particular with its art. They never see an artist as expendables that will bring them money. Instead, all their artists will own 100% of their masters and have full creative control. This is completely unheard of and is a testament to the kind of quality and care Soul To Soul Records have for their artists.
A Label for Everybody
Asher and Joshua can’t give what they have. It has to start first with themselves before they are able to support others. That is why, before putting up this new label, they have already set up the qualities of artists that they are looking for and these are:
- Unique(someone who stands out)
- Versatility
- Work Ethic
- Student of the game
Basically, artists who are really serious with their music. Being an artist themselves, they would want to work with people alike who truly care about their craft and impacting lives through their art. This is how serious Soul To Soul Records is in impacting the lives of others in their chosen field. Mediocrity is not in their vocabulary as they aim to give the best in everything they do. Currently, they are working on finishing Asher’s debut album which is set to be released at the beginning of 2022.
When asked about the things they learned on their journey to becoming the best record label, they said
“We’ve learned that patience is imperative, things won’t just happen overnight or happen when you want them to, it’s all about divine timing. Also remaining humble and never losing sight of where we came from. Transparency and honesty are huge and staying loyal to the morals that you set for yourself.”
Patience indeed is one of the best qualities a person or a group can have. Paired with determination, these qualities will be the key factor of whether a record label will flourish. Asher and Joshua see their label 5 years from now as one of the most prominent record labels. With their own offices and studios across the country, their artists will be a step closer to having a successful career. They would also be recognized as one of the most credible and quality records and that is why they are worth our attention.
To connect with Soul To Soul Records you may check their Instagram account and also Asher’s Instagram account.
