Introducing Melbourne’s Upstart Young Rap Collective: 66records

66Records (Sixty Six Records aka Double 6), the young Melbourne rap collective born in the basement of a suburban housing project and known in Australia for their feverish live performances, has unveiled “Devil Persona.” The new song and video directed by Zac Harris features the first four 66Records members: BBG Smokey, Lil Jaye, Eco$ystem, and BabyT. Each artist showcases their distinct style over a distorted, washed out beat.   

Watch the music video for “Devil Persona”: https://66records.lnk.to/officialvideoPR

“Devil Persona” is the first international release of new music from this rising boutique hip-hop label and grassroots collective that focuses on raising up young urban artists of minority ethnicities. 66Records was founded by friends John Nelson and Abraham Poni and has signed a worldwide deal with Warner Music Australia. With hostile media, racial targeting and police scrutiny focused on the label since their inception, the attention has only redoubled 66Records’ resolve to move beyond stereotypes and ignorance, providing their artists a space where they can dream for and work towards futures beyond prejudice.

“My dream was to change the African Australian Hip Hop scene into an international scene. We see ourselves as the Australian version of Quality Control - even though we are still in our early stages of our journey we dream big. We believe that the movement that we are creating is bigger than us, and we continue to strive to create a better environment for the up-and-coming artist. Signing to Warner Music was a big step up for us that we felt that we were ready for and was another step in our journey. The artists on 66Records are very different and versatile. With our roster we can reach multiple demographics and as we continue to develop them, the possibilities are endless,” says label founder John Nelson.

The 66Records collective has also been selected to open the Australian NLE Choppa and Famous Dexx tour, and Eco$ystem joined Juice Wrld on his 2019 Australian tour.      

Additional new music will be unveiled on April 23 and May 7, featuring individual members of the collective (April 23: Lil Jaye / “Blessings,” May 7: Eco$ystem / “Hop Out”)

66Records members on “Devil Persona”:

BBG Smokey: 18-year-old rapper from Melbourne that brings emotional and melodic flavor to his effortlessly relaxed flow. Smokey’s music is heavily inspired by his time in lock-up in Melbourne and his friends who’ve been dealt an unfair hand with the law.

Lil Jaye: Lil Jaye is of mixed ethnicity with a French upbringing. With strong melodic instincts, Jaye will find a natural fanbase across a diverse audience. Jaye’s debut track landed in the top 30 of Australia’s Spotify Viral 50 shortly after release in late September this year.

Eco$ystem: Of Sudanese heritage and raised in the housing projects of inner-city Melbourne, Eco’s playful disposition belies his street-hardened world view. His live show is simply world-class, with an effortless command over the audience and undeniable star charisma.

Baby T: An unmistakable booming vocal timbre gels with Baby’s endearing and playful lyrics which results in an authentic swagger carrying across all his releases and live shows. He’s a rapper unafraid of infectious hooks.

YouTube: https://www.youtube.com/channel/UCOMCzdMvnpKvKGjxcZbDgpg

Facebook: https://www.facebook.com/Double6Records/

Twitter: https://twitter.com/records_66

Instagram: https://www.instagram.com/66_records/?hl=en