MELBOURNE, Australia — Avastar, a progressive Melbourne-based record label dedicated to releasing music and video content for non-human artists has recently announced its entry in the industry, to ignite revolutionary upgrades in the realms of digital innovations in music and lifestyle. Working with the world’s leading creative and technical innovators as well as real-life human musicians, Avastar seeks to unearth a new generation of talent that bridges the physical and digital worlds.
The label welcomes their first two signings Maie and RUBY 9100M with her debut single and video ‘Screaming’ out Thursday 23 September. Released in an exclusive product collaboration with adidas, ‘Screaming’ premieres the anticipated arrival of the adidas Originals by RUBY 9100M Ozrah sneaker dropping online and via select retailers Friday 24 September.
RUBY 9100M is a virtual talent who is pushing the boundaries of reality and digital ingenuity, with her creativity and persona garnering growing respect across multiple industries leading her to collaborations with fashion and tech magazines, brands, artists and galleries. Ruby has become a self-evolving identity of her creator’s vision and a symbol for an open, accepting and visionary digital future.
Having previously collaborated with global heavyweights, Grimes, Jackson Wang, Nike, Fendi, Moncler, Watson, Snapchat, The Fabricant and more, RUBY 9100M is thrilled to be stepping out on her own with her massive electronic dream-pop debut, ‘Screaming’.
The song explores Ruby’s own perceptions and desires of agency and autonomy that come with the territory of living in-between worlds and encourages listeners to forge their own path. The ‘Screaming’ music video further accentuates this with Ruby literally breaking free from expectations, transforming and evolving into her own curious, marvellous and autonomous being.
“Avastar is a record label that supports artists of all backgrounds and at various stages in their career. It aims to celebrate the rich multicultural diversity found in Australia and its Asian neighbours. We hope to redefine what a record label can be, how music can be enjoyed and hopefully champion artists that slip between the cracks of rigid industry standards.” – Reggie Ba-Pe, Co-Founder Club Media notes.
From photo-realistic superheroes to video game characters, fictional identities have become a major influence in our daily lives and cultural diet. As new technologies emerge and intersect with entertainment, and musicians struggle with ongoing social media pressures stalling their creative output, a new breed of digital stars are coming into focus. Embracing technology as a vessel to the future, Avastar aims to smash the fourth wall and develop virtual characters into music stars that live in both the physical and digital realm, thus liberating their human collaborators by doing the work in the public’s eye so they can spend more time creating and doing what they love.
Club Media, an entertainment company developing compelling creative content and intellectual property that represents progressive youth culture from the Asia-Pacific region, has worked with the likes of Jackson Wang, Higher Brothers, Rich Brian, Lexie Liu, Amber Liu, G.E.M, Lay Zhang, Yuqi, Nana Ouyang, just to name a few. Leading the company are co-founders, Australian-Asian Reggie Ba-Pe and William Mok. Reggie and William previously headed 88rising China as Creative Director and Head of Production respectively.
On the brand side, Club Media have collaborated with Absolut, adidas, Apple, BiliBili, Budweiser, Calvin Klein, Gucci, Kappa, Lane Crawford, Lenovo, Meitu, Modern Sky, Numero, Sprite, Universal Music Group, Warner Music, 88rising.
RUBY 9100M’s ‘Screaming’ is a thrilling and cutting-edge first taste of the boundless possibilities to come from this innovative label.
‘Screaming’ is out Thursday 23 September via Avastar and The Orchard
Pre-Save link here.
Watch the teaser below: