Kobalt Signs ‘Rare Talent’ 9lives to Global Deal

Hot producer 9lives signs with Kobalt for a worldwide publishing agreement, including global sync and creative services for his existing catalog and futures.

The Hawkes Bay, New Zealand-born South African teen captures more than 6.5 million Spotify monthly listeners since his breakout in late 2022, and is considered a trailblazer in “sigilkore,” a rap subgenre which blends cloudrap, hyperpop, and electronic.

Aged just 19, 9lives has gone on to work with the likes of Trippie Redd, Rico Nasty, JELEEL!, Kanii, Odetari, and more.

His breakthrough single “XTAYALIVE” has blown past 350 million streams on Spotify alone, and he’s nailed a top 10 on Billboard’s TikTok Top 50 charts, and bagged two No. 1s on Spotify’s Viral Songs playlist.

“It is a rare talent who is able to forge their own movement in music, and 9lives is doing just that,” comments Simon Moor, managing director APAC.

“As an exponent of fresh ideas and sounds 9lives is helping to redefine hip-hop and drive it forward into the future. At Kobalt, we are excited to bring our publishing expertise and deliver opportunities to amplify and build on the incredible success that 9lives and his management team, led by Dan Woolston, has already achieved.”

The new signing’s “distinctive approach to making music, particularly as a pioneer in the emerging sigilkore genre, aligns with our vision for innovation and artistic diversity,” adds Kate Loesch, Kobalt’s senior director, creative.

Projects include #exclusive, 33.1FM, Odetari collab EP 3×3. “I Love You Hoe,” Odetari’s team-up with 9lives, has a peak of No. 12 on Billboard’s Hot Dance/Electronic Songs chart.

Kobalt “illustrated early passion for the project,” explains Woolston, “and we are grateful to be working with them as partners on one of the most exciting and genre-breaking global artists in the scene.”

“Music and songwriting has been my dream since childhood,” notes 9lives, and having Kobalt on my side means that my dream can become a reality. Working with them is key to expanding not only my music, but also extending me creatively into film, more collaborations, and the wider world of composition.”