Ingrooves signs global distribution deal with indie label New Levels

Pictured: New Levels signee Larissa Lambert

Music distribution, marketing and tech company Ingrooves Music Group has signed local indie label New Levels to a global distribution deal.

The first release under the new deal is 'wyd?' from singer-songwriter Larissa Lambert, which comes out on Friday.

New Levels was founded by manager and label executive Jelal Edmonds. It boasts a roster including ARMANI, Open Till L8 and Sailor Goon.

Nina Rabe-Cairns, managing director of Ingrooves Music Group in Australia and New Zealand, said she knows Edmonds had multiple options for New Levels' distribution partner, so she's honoured he chose Ingrooves.

"With New Levels, Jelal has built one of the most exciting and fastest-growing labels in the country," she added. "It is also inspiring to see him achieve so much success with the launch of the label during the global pandemic."

Edmonds said it was Ingrooves' energy, expertise, passion and diligence which drew him to the deal.

"The Australian music industry has seen huge progress over the past two years, and we're finally seeing local talent break international charts on a larger scale. I've felt this effect 10-fold within my artists and my record label, so it only felt right to take things to new levels through my distribution deal with Ingrooves and continue breaking homegrown talent globally."

Rubi Piekalns, label manager for Ingrooves, said she was excited to be part of the partnership and helping to bring the label to the rest of the world.

"We're looking forward to collaborating with New Levels and the incredible roster of artists Jelal has brought together. He's had extraordinary success with Larissa, from making YouTube videos in her bedroom to the world stage with her global hit single 'Weak'," she added.

Already this month, Ingrooves has announced a global distribution deal with Ziggy Alberts' label Commonfolk Records.

Back in June, a similar deal was done with Alex Hayes' Live Daily Records.