Taken from this week’s Future Pop mailer. Click here to subscribe.
Alex Crossan, aka Mura Masa, may be only 19 but he’s wasting no time in reaching for his musical goals. The Guernsey producer and occasional singer has been scooped up by Polydor after accumulating millions of plays on Soundcloud and YouTube. It just sounds like typical plinky-plonk vaguely-R&B Soundcloud-electro to me, but clearly my ears are not fine-tuned to this delicate art, as his early supporters include Radio 1, Beats 1 and The Guardian. He's very much part of the current scene of up-and-comers, as his tracks feature Future Pop stars Shura and NAO (who he performed with in the Live Lounge in June). No sooner had Mura Masa signed to Polydor, he had announced the launch of his label Anchor Point and the first release, KBG by Bonzai. The label goes through Polydor, so we can assume it was part of his deal – a clever move for both parties and a sign that Polydor expects Alex’s endorsement to carry a lot of weight in the future.