PULSE LANDS 9LIVES

PULSE Records has signed South African producer 9lives. He's regarded as a pioneer of Sigilkore, a rap subgenre informed by trap, cloudrap, hyperpop and electronic music. (A sigil is a sign, word or device held to have occult power in astrology or magic.) Boasting 435m Spotify streams, the New Zealand native is prepping his next single, “MULTIMILLIONAIRE" f/Trippie Redd and Odetari, for a Friday (1/19) release.

"At PULSE we gravitate toward artists and creators who are uniquely themselves and trying something new," PULSE execs Josh Abraham, Ashley Calhoun and Scott Cutler said in a joint statement. "9lives is at the forefront of a very exciting, emerging genre and we're thrilled to partner with him to help amplify his music and vision.”

Added High Pulse MGMT's Dan Woolston, "I've always been a fan of PULSE and their ability to create some of the best records with the world's most unique and established artists. The team understood the blueprint 9lives had in mind for the project. Their vision will complement his vision."

9lives joins an elite roster of PULSE creators that includes Cordae, Run the Jewels' El-P, Kehlani, Freddie Gibbs, The Neptunes' Chad Hugo and Ty Dolla $ign. Seen overjoyed that nobody from HITS showed up to ruin their photo are 9lives (front) and (back, l to r) attorney Peter Lewit, Woolston, Cutler and Calhoun.