Ash Pournouri, the starmaker behind Swedish dance-pop sensation Avicii, is looking to reach outside of EDM. For his next venture, he’s betting on the Stockholm hip hop producer iSHi, who he signed to his PRMD label last year, and who he’ll manage through his company At Night.
Ishi’s debut single, “Push It,” featuring Pusha T, is out Feb. 27 on Spotify, but you can watch the trailer exclusively here on Billboard.
“I like so many different types of music, and, growing up, I went through most genres one by one,” Pournouri told Billboard. “Hip-hop was a big part of my youth.”
The 34-year-old iSHi, whose real name is Eshraque Mughal, made a name for himself producing the UK hits “Read All About It” with Emeli Sande and “Written in the Stars” with Tinie Tempah. His hip-hop project includes visuals that were conceptualized with director and photographer Alex Wessely, who counts Rihanna, Drake and Big Sean as clients.
Despite Pournori’s close affiliation with Avicii, PRMD wasn’t established to target EDM exclusively, he said. The label is also working on singer-songwriters and an indie dance act that will be introduced later this year. Also in the pipeline are iSHi’s EP and debut album. A representative from At Night said that while details of the album are under wraps, but the below Spotify playlist hints at some of the collaborators. (It’s also the first place where you’ll be able to hear the single in its entirety on Feb. 27.)
