Charli XCX will release her Vroom Vroom EP this Friday through her new label, Vroom Vroom Recordings – a subsidiary of Atlantic Records UK.
The Atlantic/Asylum-signed singer follows labelmate Ed Sheeran in launching an imprint, with the latter’s Gingerbread Man Records releasing Jamie Lawson’s self-titled No.1 album last year.
The first signings to Vroom Vroom are duo Rivrs and multi-instrumentalist CuckooLander.
To coincide with the news, the singer has been confirmed to host her own fortnightly Beats 1 radio show starting on Friday, February 26 at 8pm. Her EP track Trophy will also receive its first play with Zane Lowe on Beats 1 tonight, alongside an on-air interview.
Aitchison said: “Vroom Vroom Recordings is my new, experimental pop label and it will combine my love for bubblegum pop with mystery and darkness. The artists coming up through it will be sharp, potent, deadly, and ultimately, will leave their mark on pop music.
“Rivrs and CuckooLander are two artists who have so much intelligence, pop sensibility and potential – they know what they want and both have great vision. That inspires me and it’s why I want to work with them. I’ve always been fascinated by shy and introvert people – it’s something that I am mostly not – and I feel both acts are in ways. It captivates me and sucks me in, and I think their music will do the same for others.
“I’ve worked with Sophie on the new EP and what we create together speaks for itself. Sometimes we get aggressive, sometimes we get beautiful; he pushes me and I push him. I’m making beautiful party songs right now and this is just the start. The album goes to other places and I can’t wait for people to hear it. I feel the most creative I have in a long time and I couldn’t be more excited for the next chapter.”
The singer is hosting a very special Vroom Vroom Recordings presents… show at the Ace Hotel, London on Friday, March 11. With a DJ set from Aitchison herself, Rivrs will be performing and DJ sets will follow from CuckooLander and PC Music’s Hannah Diamond.