SA: Just Music partners with Sit the Folk Down on new imprint

In South Africa, Just Music represents international artists such as Adele, Radiohead, Tyler, The Creator, and Jill Scott, among many others.

The deal will see the two companies work closely together on signing and producing artists, with Just Music providing marketing, distribution and other label services for the imprint.

The STFD initiative was founded in Cape Town in 2015 with the intention to develop local artists and music across the country. The company says it has progressed to become a trusted source for live entertainment and music management.

“We’re really excited about launching STFD Records, and having Just Music as our partner and the machine powering us really creates an amazing opportunity for us to identify and invest into some amazing talent that we know exists in this country,” STFD director Jon Shaban said. "Together, we can be excited to grow our artists. That’s something that has always been part of our manifesto with Sit the Folk Down.”

In September 2019, STFD expanded its vision by setting up a recording studio in Woodstock, Cape Town. The studio has since then been busy recording a dynamic mix of artists, some of which will now be released on STFD Records.

“With the launch of the studio last year and now STFD Records in partnership with Just Music, it feels amazing and almost surreal to be in this position, where those ideas and dreams can finally be realised, for us and the musicians alike,” STFD director Kevin Ramage said.

Just Music CEO Charles Kühn said: “Since we started discussing prospects for aligning Sit the Folk Down’s activities with Just Music, I have been immensely impressed by the creative vision and commitment to South African music that both Jon and Kevin share. We will now be offering up-scaled recording studios and production services to artists signed to both STFD and Just Music. We will also be working together with new songwriters to be signed to our publishing company. Sit the Folk Down will also expand on its live events, now in association with Just Music and our combined roster of performing artists.”

This is the second imprint Just Music has introduced to the market this year. In April, the company announced the launch of Mongrel Records, which focuses on marketing African heavy rock and metal artists.