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Four Loko is heading into the label world.
The beverage lifestyle brand announced to Billboard the launch of Four Loko Records on Thursday (June 24), an independent record label primarily focused on releasing singles, with the sole purpose of putting out impressive content.
“Four Loko as a brand has always leaned into the unconventional,” Samantha Catalina, Four Loko’s VP of marketing said in a press statement. “Four Loko Records gives us the opportunity to bring new fresh music from artists that create outside the traditional standards of the music industry. Legends are born out of underground and indie scenes and we are excited to be a part of that.”
— Four Loko (@fourloko) June 23, 2021
The label’s first release comes from LA-based DJ and producer, Valentino Khan, who has teamed up with rappers Wifisfuneral and YBN Almighty Jay for their genre-blending song “Digest.” Next month, Four Loko Records will also be releasing a single from screamo star Lil Mariko.
As an official Four Loko partner, star DJ Dillon Francis gushed over the new label to Billboard. “Four Loko has always supported [my brand] IDGAFOS so it’s always great to have them in my corner for festivals, videos and anything fun I want to do,” he said.
While he’s jokingly hoping to see everyone (“Elon Musk, Swedish Death Metal and all around the best music earth has to offer”) under the new label, Francis seriously has much to look forward to in his own career this year. He just released his latest single “Unconditional,” with another out on Friday (June 25) titled “Love Me Better,” both of which he says “are just fun, make people happy kind of songs! It’s exciting to get back in front of the fans again!”
To celebrate the new label, order some Four Loko with same-day delivery via Drizly here.