Toronto based DJ and producer Velvet Code launched his very own label SO FIERCE MUSIC, taking a stand for equality, diversity, and creativity. The imprint wants to give artists a voice and platform, no matter their age, race, gender, or sexual identity.
Velvet Code has been active in the music industry for over 20 years and experienced how difficult it can be for LGBTQ+ artists to be seen and heard.“Music executives, former managers, and agents tried to muzzle or tried to force me to play “straight”. I was convinced for years that I had to if I wanted any chance the mainstream music industry was going to pay attention.
Well, I refuse to live a lie or change who I am just to please anyone. I was born this way, baby! My hope is that SO FIERCE MUSIC will give people a platform and safe space where an LGBTQ2+ artist or ally can express themselves while gaining an opportunity to make a living from a music career.”
The first release on the label is set for September 25th with the supreme Sofonda Cox. The immensely talented drag queen worked together with Velvet Code on her brand-new track ‘Thrive’. Sofonda has been chosen as TD Bank’s pride ambassador for many years in a row, performs annually at the Toronto Pride PRISM festival, and at clubs across the US, Brazil, Malaysia, and Mexico. A true inspiration and the perfect artist to kick off the musical vision of the label.
For each release, SO FIERCE MUSIC will unleash a special merch line. Designed by Velvet Code and his team, the assets will consist of clack fans, shirts, tops, and hoodies.