Odd Future have taken a very bizarre journey to get where they are today. The group began as a skate crew made up of a motley assortment of characters. Utilizing the internet and all of its power they managed to build a buzz so big that every large record company was salivating when they heard OFWGKTA or ‘Swag!’. Then they shunned every single one of them. Not to mention that they ascended at war with 2DopeBoyz and Nahright, two major forces in hip-hop blogging. Now they are no longer unsigned. Rap Radar reports that the crew will form their own record label, Odd Future Records, in a partnership with Sony’s RED Distribution. The label will be home to all acts associated with the group and will give them complete creative control. This will allow them to continue to operate just as they have been, but with top notch distribution.
Their manager Chris Clancy sent this statement to Rap Radar about the deal, “It’s based on getting the distribution deal we’ve always envisioned that allows the group to ‘sign themselves’ to their own company and keep their masters. They will have 100% creative control of all aspects of their music, art, and release schedule with no 3rd party participation in outside business. Freedom and ownership was the whole point. Red and Sony know that its in everyone’s best interest to maintain the group’s authenticity and control. They built it, they deserve it. There’s no cheesy hooks or fluorescent liquor product placements in the works.. It’s about to be fun.. and different.. “
I can’t say I am surprised that OFWGKTA was able to pull off a deal of this sort. Their content is very unique and most of the time pretty shocking. Even with such different content they have mastered marketing which makes recording deals seem a little futile. Odd Future Records will afford the group the necessary tools to continue on the path they are currently on. Retaining complete creative control is something that doesn’t happen, most signed artists can testify to this, yet Odd Future has managed to do just that. Looking forward OFWGKTA could set the standard for what all artists want. Hopefully their continued success will help to make it a reality for more and more artists. Make sure to check them out this summer when they hit Pitchfork Music Festival in Chicago and Purchase Tyler The Creator’s Goblin on May 10th.