Source: Youtube

Watch Anderson .Paak announce his new imprint in a chaotic mock press briefing.

Between an upcoming Silk Sonic album, a sequel to his critically-adored album with Knxwledge as NxWorries, and whatever he’s cooking up for his next solo project, Anderson .Paak is staying pretty damn busy these days. But it doesn’t appear a crammed schedule is keeping the Oxnard artist from taking on even more endeavors, some of which are entirely new terrain for .Paak.

Today, the Grammy-winning singer, producer, and drummer added a new title to his portfolio with the launch of his very own label, APESHIT. The announcement arrived in a chaotic mock press briefing in which .Paak outlined the mission statement of the imprint. “Look, basically, I’m look for artists who can captivate an audience. I want musicians. I want people who can play instruments and perform at the same time,” .Paak says to a group tenacious reporters in the playful two-minute clip.

In a separate statement via press release, .Paak expands on his vision for the label, which is launching in partnership with Universal Music Group. “I wanted to start a label that sets fire to a new generation of artists,” .Paak adds, before explaining how he was inspired to start his own banner after attending a number of live shows and noticing how few of the performers were actual musicians. “Where is the next generation that can play instruments?? I know they’re out there – don’t sell your instruments, this label wants to hear you!!” Expect the first APESHIT signees and releases to be announced imminently.

Watch Anderson .Paak announce his new label in a mock press briefing below.