A24 Brings Its Branding Machine to the Music Business
Briefly

A24 Brings Its Branding Machine to the Music Business
"One of the things in A24's online store is not like the others. Spend a moment browsing the indie studio's wares and you'll notice the word soundtrack in nearly all of the item descriptions. But then you'll spot a true outlier: an album named only Mark William Lewis, with cover art depicting a hunched, vampiric figure, perched like a bird against the colorless London skyline."
"A24 is entering the music business in earnest - and this mysterious, brooding Brit is its patient zero. It's a surprising if perhaps inevitable development for a company whose expansionist impulses have made it far more than a movie studio in recent years. And it's a peculiar honor bestowed upon Lewis, a singer-songwriter in his early 30s with a gruff voice and a knack for writing gloomily impressionistic tunes swathed in reverb and urban malaise."
A24 has extended its brand into the music industry by creating A24 Music and signing singer-songwriter Mark William Lewis as the label's first artist. The album appears among soundtrack releases in the studio's online store, but represents a distinct move beyond film scores. Lewis is a South London artist in his early 30s with a gruff voice and a penchant for gloomily impressionistic, reverb-drenched songs. He emerged from a DIY scene influenced by poetry and magical-realism, favors slightly kitschy horror, and did not initially plan to compose film music though he remains open to scoring.
Read at Vulture
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