Charli XCX is taking matters into her own hands.
UPDATE: Charli XCX since premiered a new track titled "Trophy" from her forthcoming EP:
Charli XCX first caught our attention as a featured singer on Iggy Azalea's "Fancy". She quickly made a name for herself with her song "Boom Clap", featured on The Fault in Our Stars soundtrack and on her sophomore album "Sucker" and its subsequent single "Break the Rules". Over a year after the release of that album, the British singer announced the next step in her career: she is starting her own record label, called "Vroom Vroom Recordings". In a statement to Fader, she explained her vision for the label: "Vroom Vroom Recordings is my new, experimental pop label and it will combine my love for bubblegum pop with mystery and darkness."
Charli's label has already signed two artists: RIVRS and CuckooLander, both from the UK, who she described as "two artists who have so much intelligence, pop sensibility and potential". She seems to have a clear vision for the direction in which she wishes to take the label, explaining that the artists that she is looking to sign are "sharp, potent, deadly, and ultimately, will leave their mark on pop music".
The label's first release will be the singer's own EP, also titled "Vroom Vroom", which will begin streaming this Friday, before its official release on March 25th. The EP's first single, a pulsating track filled with the singer's signature IDGAF attitude, was premiered back in October, and has now been officially released by the newly formed label. The song was produced by SOPHIE, an English electronic music producer.
The decision to start her own label may be in part due to the 23-year-old's desire to mould her own image in the industry, which is so famously male-dominated. Charli recently released a documentary on sexism and feminism in pop music, in which she discussed the difficulty women in the industry face when trying to control their image. Starting her own label is certainly a step in the right direction towards taking control over her own career and music.
Read Charli's full statement on her new label and take a listen to "Vroom Vroom", as well as songs from RIVRS and CuckooLander below:
"Vroom Vroom Recordings is my new, experimental pop label and it will combine my love for bubblegum pop with mystery and darkness. The artists coming up through it will be sharp, potent, deadly, and ultimately, will leave their mark on pop music. RIVRS and CuckooLander are two artists who have so much intelligence, pop sensibility and potential - they know what they want and both have great vision. That inspires me and it's why I want to work with them. I've always been fascinated by shy and introverted people—something that I am mostly not—and I feel both acts are in different ways. It captivates me and sucks me in, and I think their music will do the same for others. I've worked with SOPHIE on the new EP and what we create together speaks for itself. Sometimes we get aggressive, sometimes we get beautiful; he pushes me and I push him. I'm making beautiful party songs right now and this is just the start. The album goes to other places and I can't wait for people to hear it. I feel the most creative I have in a long time and I couldn't be more excited for the next chapter."