SOUTHEAST ASIA — OFFMUTE has officially launched as Sony Music Entertainment’s pan-regional label committed to champion new and emerging Southeast Asian talent, and lead them on to the global stage.
OFFMUTE gives emerging recording artists across all genres an opportunity to develop their own music and follow their creative vision. The new label will support Southeast Asian artists in amplifying their music and building a strong pan-regional audience base through enhanced promotional, marketing and artist development, drawn from Sony Music’s global expertise and resources.
“OFFMUTE is a 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,” said Shridhar Subramaniam, President, Strategy and Market Development, Asia and Middle East, Sony Music Entertainment. “That offering is compelling for a new generation of artists in the region and we’re excited to help these artists fulfil their potential in the years to come.”
Ariel Fung, Executive Vice President, Sony Music Southeast Asia, expresses his enthusiasm on the label’s attempt to solidify its foothold in the global music industry. “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.”
OFFMUTE Kickstarts Label with New Artists from Philippines, Indonesia, and Malaysia
Three female artists from Southeast Asia have also been revealed to join the label: acclaimed Philippine singer-songwriter Clara Benin; Indonesian alt-pop sensation Mezzaluna; and Malaysian recording star liesl-mae.
An acclaimed singer-songwriter in the Philippines, Clara Benin is renowned for her captivating songs that blend unspoken ruminations with commitment and depth. Amassing more than 25 million streams on combined music platforms Spotify and YouTube, Benin frequently headlines local and international music festivals, and won multiple awards including Wishclusive Contemporary Folk Performance of the Year for her song “I Rose up Slowly”.
She commented that signing to OFFMUTE after being an independent artist for so long simply “feels right.”
Roslyn Pineda, General Manager, Sony Music Philippines, speaks of Benin’s potential to leave a mark with the international audience. “When my team and I discussed the vision for OFFMUTE, we immediately thought Clara Benin embodied what the label was all about,” Pineda reveals. “And it’s great that the other markets think so too. With a Southeast Asian team supporting her, we’re thrilled that Clara’s moving vocals and introspective songwriting will reach new audiences across the region.”
Another addition to the OFFMUTE family is Mezzaluna, a talented and gifted singer-songwriter based in Indonesia who comes from strong musical lineage and quickly emerged as a standout artist with incredible achievements in her own right. With deep, soulful vocals and an intensely personal storytelling style, the 20-year-old alt-pop sensation marks her journey as a solo star capable of delivering inspiring and powerful songs with a universal reach. She will be releasing her debut single this year, which OFFMUTE will be amplifying across the region.
Mezzaluna expressed her excitement at signing with her first record label, and seeing how music could spread even further to reach other audiences with the team. She also noted that “it’s time for Southeast Asia to represent ourselves to the rest of the world, and stand together.”
Malaysia’s liesl-mae completes the record label’s wide-ranging selection of music acts. Making waves in the Malaysian music scene with her soothing, almost-lullaby-like tunes, the recording star will now see her talent showcased across Southeast Asia through OFFMUTE. She plans to release her own music and collaborate with other artists under the new label, as well as harness her newfound platform to advocate for mental health education and awareness.
As this is also her first record label, liesl-mae expressed her nervousness, but general excitement to head to the studio and create music.
It is notable that all three artists are young women from across the region. Given the recent feminist movement around the world, a common question during its regional press conference is if this was an intentional move.
OFFMUTE executives emphasized that the selection process that went into signing Clara Benin, liesl-mae and Mezzaluna all had to do with their talent, and their captivating music that caught the whole team’s attention: “It doesn’t matter to us as long as it’s good music,” Fung answered.
Pineda from Sony Music Philippines also added: “Their music moved me. We all had to agree that these were artists that were authentic, and fit the OFFMUTE concept. [We were] moved, impressed, and saw the potential for their music to click within the region and all over the world.”
Follow https://www.facebook.com/offmuteASIA to stay updated with the label and their upcoming activities.