KSI launches The Online Takeover record label with first signing Aiyana Lee

Having accumulated seven Top 10 singles, KSI has launched The Online Takeover record label with his managed Mams Taylor, who also owns Proper Loud Music.

19-year-old singer-songwriter Aiyana Lee is the first artist to sign to the label. Lee featured on KSI's "Killa Killa" track, and is the niece of David Ruffin from The Temptations and granddaughter of Motown legend Jimmy Ruffin.

KSI says of the label and first signing, "TOT. The online takeover. Ya boy has created his own music label. Looking at my résumé, I’ve always been about making sure the people around me are eating good. So, I am proud to announce that Aiyana Lee is the first of the TOT gang and will be returning with another banger very soon."

He continues, "As an artist born of the current generation, I know what artists need and what labels lack and I wanted to create a safe and fair place for them to cultivate their talents and shine."

Lee says of being the first signing to KSI's label, "Being the first artist on KSI’s label is so incredible and exciting, especially when he’s such a down to earth human being and inspiration to so many people including myself. Getting to work with someone like that, after years of also being a fan, is so much fun and extremely creative. I’ve been making music I’ve always wanted to make and exploring the inner depths of my sound. The new single on The Online Takeover is going to really showcase what I want to say through my music and set the tone for what I’m about artistically."

Taylor adds, "I am honoured to be working so closely with someone I respect so much and have genuine love for. JJ has been an amazing client and I consider him family. We have a very honest and authentic relationship. We bounce ideas off each other all the time and brainstorm effectively, so it feels like a natural progressive step for us to unite our strengths together in merging this partnership. It's really cool and fun to successfully work with someone you really like as a human being and makes the victories taste that much sweeter. We have some great things in the works, and I can't wait for our ideas to come to fruition."