Four-time Grammy Award winner Anderson .Paak has launched a new record label in collaboration with Universal Music Group (UMG).

“I wanted to start a label that sets fire to a new generation of artists, who can play while performing,” said .Paak, referring to his new label Apeshit Inc. “This label is going to be about passion, about feeling, about honesty. It’s about respect for the culture and art and it’s about heart.”

Explaining about the label’s name, .Paak said, “APE stands for Anderson .Paak Empire. And, well, we on some other shit out here in this music business jungle, so APESHIT!”

UMG said in a press release that the rapper and record producer’s vision is to create a label that will showcase all genres of artists and push musicians that play instruments to the forefront.

“The label will look to raise the bar on music with its selection of artists, no gimmicks, no button-pushing, just raw talent,” UMG added.

Apeshit Inc. will be based in Los Angeles and will announce details of the label’s debut signings and releases shortly. UMG will provide global support for the new label’s artists and releases through its extensive network of divisions worldwide.

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