The wildly successful producer sees this as a step in making his label one that will stand the test of time. He told The Gleaner, “It’s a joint venture. Head Concussion Records is now on a major platform. I can sign people directly to my label and Interscope.” The partnership is similar to others in the industry, such as Cash Money Record Label’s relationship with Universal Records, or Canadian rapper Drake’s OVO partnership with Warner Records. These deals take into account royalties, publishing revenues and ownership of masters.
Throughout his career, Rvssian has worked with dancehall artistes like Konshens, Tarrus Riley, Sean Paul, Shaggy, Gyptian and quite famously, Vybz Kartel. The producer rose to popularity after releasing Vybz Kartel’s Life Sweet in 2010.
Rvssian’s international takeover kicked off around four years ago, when Sean Paul and Puerto Rican singer Farruko collaborated for Passion Whine. Six months later, the Rvssian-produced track was certified platinum by the Recording Industry Association of America (RIAA).
OVER 600 MILLION VIEWS
Last year, Rvssian released Krippy Kush with Farruko and another Puerto Rican artiste, Bad Bunny. The song was markedly successful, with its official music video counting over 600 million views on YouTube. The Krippy Kush remix, featuring the additional talents of Nicki Minaj and Travis Scott, amassed over 70 million views. In July, he released Pablo alongside Sfera Ebbasta. Its official music video has already attracted over 25 million views. Released earlier this month, the Pablo remix features Rich The Kid, Moneybagg Yo, and Lil Baby.
Undoubtedly, Rvssian is proud of the new partnership, but notes that this deal is not his ultimate goal. “The sky is the limit. Aim further than you can see. I worked for this. I’m just trying to make my music heard by the world, and also spread my culture, Jamaica,” Rvssian said.