Sony Music Launches New Imprint, Promotes Three Artists Who Love Games

"Gamers have such an authentic community."

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Sony Music Entertainment has launched a new imprint called Lost Rings, creating a space to promote artists who produce original content that combine their love of video games and music. Currently, Lost Rings is a collective of three artists: BlackKrystel, BunnyMightGameU, and Sunzi.

"Gamers have such an authentic community," Lost Rings A&R Tebs Maqubela said. "They tend to be passionate, super involved with their world, and experts in their craft. They can tell right away when someone is an outsider; in that sense, it is very similar to music, especially genres like hip hop. Those characteristics that Bunny, BlackKrystel, and Sunzi have on lock--knowing your space, having a specific identity, building a world around you--are all qualities that they learned and perfected in gaming that translated over to songwriting and music making. They are writing about themselves and their world and they intrinsically knew how to do that and felt comfortable doing so."

Alongside the reveal of Lost Rings, all three of its artists have each released a new song and accompanying music video. BlackKrystel's is Party Up, while Bunny's is Game U, and Sunzi stars in Joystick 'Em Up. While each song focuses on gaming, they reflect each of the artists' other passions as well. BlackKrystal's Party Up also celebrates her love of anime, for instance. You can listen to or purchase the three songs via the links below.

"Working with the Lost Rings artists is seamless as I mostly just had to find the right collaborators for them, collaborators who would be long term partners," Maqubela said. "For example, Bunny and Sunzi have the same producer, and the other day they were hanging out and playing PS4. There is a true working relationship there. The feedback I had for the artists was always structural and pertaining to arrangements. The verses, subject matter, world play, and raw matter was all them. They always came to the table with fleshed out ideas. For example, Bunny speaks Spanish and loves Latin music, and brought up doing a song in Spanish, so we set about working on that."

Senior director of publicity Sarah Cunningham added that each artist was 100 percent involved in creating their song, the accompanying music video, and their style. The references in each song were decided by each artist as well. "They bring their own ideas to the table and they fully sign off on all of their own creative," she said. "We work collaboratively with them."

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