Ultra Music's new joint venture with Color Study will add a different tune to its EDM-focused ventures.
The longstanding dance music label is partnering with the indie imprint to promote artists including Charli Adams, whose new video"Backseat" is premiering exclusively on Billboard.
Kelley's relationship with Ultra began via Haux, the Massachusetts singer-songwriter whose ambient-styled music the label saw as a potential crossover addition to its roster in 2016. Haux released two EPs with Ultra, amassing more than 200 million streams and selling more than 50,000 singles. , says he was also impressed with Ultra's stability -- "Across three years with Haux we didn't lose a single key player," he notes -- as well as the company's "willingness and interest in taking risks around content." That included a self-directed five-minute short film,, that accompanied Haux's EP of the same name. "Ultra provided him with the budget to buy the equipment he needed and all of that," Kelley says.
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