SA: 9lives inks deal with Pulse Records

Born Maxwell Jardine, 9lives is a pioneer of the sigilkore subgenre, which draws inspiration from trap, cloud rap, hyperpop and electronic music.

Since emerging in 2022, he has amassed more than 800 million cumulative streams. Over the past year, 9lives he has enjoyed more than 435 million Spotify streams from 15.6 million listeners in 184 countries.

“I’m super excited to have the backing of Pulse Records – their expertise and knowledge in my corner will significantly boost the journey that I’m on as an artist. I can’t wait to get started with them on this next chapter of my career,” 9lives said.

Pulse Records was launched by Pulse Music Group and Concord in 2023. Pulse also provides music publishing and artist management services.

“At Pulse, we gravitate towards artists and creators who are uniquely themselves and who are trying something new,” Pulse Music Group president and head of creative Ashley Calhoun, and co-CEOs Josh Abraham 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 his vision.”