L.A. Reid is back in the music business. Following his departure from Epic Records, the music mogul has secured his first signing for his new imprint HitCo.
According to Variety, Reid signed OutKast rapper Big Boi to his label, which is actually a resurrection his older imprint formed in 1996 as a joint venture with Windswept Music. The company’s signings at the time included Beyoncé, Sean Garrett and Kevin “Shek’spere” Briggs.
HitCo appears to be f on a good start with Big Boi. The imprint is pushing the rapper's song “All Night” to radio. The infectious tune has gained worldwide exposure after its use in an Apple campaign for the iPhone X. The “Animoji Yourself” spot has more than 15 million views on YouTube and is among the top Shazam’ed tags in markets like Japan and France, according to Variety.
In addition, Reid has hired veteran music executive Kirdis Postelle to run the label's day-to-day operations. Postelle used to work for Reid back in 1992 at LaFace Records in the artist development fice. Since then, she's held executive stints at Capitol Music Group and Warner Bros. Records. But more notably, Postelle was the general manager and 17-year veteran Dr. Dre’s Aftermath Entertainment label.
Hitco, which will have fices in Los Angeles and Atlanta, has a secured distribution channel through EMPIRE, the independent company that helped boost D.R.A.M.’s “Broccoli” (featuring Lil Yachty) and Fat Joe and Remy Ma’s “All the Way Up” to the top the rap charts.
As a solo artist, Big Boi has dropped three studio albums, including his latest effort, Boomiverse. The Atlanta rhymer recently announced that he's embarking on a third leg his "Daddy Fat Saxxx Tour." The trek kicks f May 17 in St. Louis and wraps up June 8 in Atlanta.
Watch Big Boi's "All Night" Video From Apple's iPhone X and HomePod Advert]