On 19th March, Sony Music Entertainment launched OFFMUTE. This brand is a new pan-regional label from Southeast Asia. OFFMUTE will present talents from Southeast Asia with the combined experience of Sony Music’s entire Southeast Asian team.
The brand has already announced three new Southeast Asians signed to the label. This includes Malaysian recording star Liesl-Mae, Indonesian alt-pop sensation Mezzaluna, and Filipino singer-songwriter Clara Benin.
Liesl-Mae is known for her soothing voice that sounds similar to lullabies. The Malaysian recording star plans on releasing her own music and collaborate with other artists under the new label. She also plans on using the platform to help spread mental health awareness. Liesl-Mae has already two of her songs on Spotify. One of them is a cover song of Don McLean’s “Vincent”. The other song is her 2019 track “Macaroni Song”. She was discovered by Sony Music Malaysia’s A&R team.
Next up, Mezzaluna is a talented Indonesian singer-songwriter who originated from a strong musical lineage and has gained remarkable achievements. She is well known for her deep vocals alongside a strong personal storytelling style. This shows the artist’s capability of showcasing powerful songs. The 20-year-old Indonesian talent will release her debut single on OFFMUTE. Mezzaluna has also mentioned that Amy Winehouse is her biggest inspiration.
Lastly, Clara Benin has garnered more than 25 million streams from both Spotify and YouTube. The Filipino artist has also achieved multiple awards including Wishclusive Contemporary Folk Performance of the Year for her song “I Rose up Slowly”. Her songs are famous for having a blend of deep and ruminative tones.
President, Strategy, and Market Development, Asia and the Middle East, of Sony Music Entertainment, Shridhar Subramaniam explained, “OFFMUTE is the first-of-its-kind label in this part of the world, embracing the eclectic appeal and rich diversity that Southeast Asia has to offer, empowering artists with the resources and expertise to find success in a diverse region”.
He also mentioned that the brand will be captivating for the new generation of artists in Southeast Asia. Subramaniam expresses his excitement in helping these artists reach their full potential.
Executive Vice President of Sony Music Southeast Asia, Ariel Fung, feels enthusiastic about placing his brand in the global music industry. He stated, “I am so excited to see the launch of OFFMUTE which embraces different genres of artists with their unique culture and style, and with the potential of cross-border success.”
Moreover, General Manager of Sony Music Singapore, Shawn Paltiel, stated, “OFFMUTE is built on a foundation of artistry, variety, and diversity. The challenging year that’s just passed due to the Covid pandemic actually played a significant role in defining the OFFMUTE DNA, as the label embraces the new landscape that we’ve seen emerge and strongly encourages and facilitates borderless connections”.
Sources: Hello Asia, Sony Music.
