New Levels is a dynamic independent record label and artist management company built on the spirit of diversity, resilience, and creativity. Rooted in the less privileged suburbs of Sydney, the label has become a home for talented artists of Indigenous and multicultural backgrounds, providing a platform for voices often overlooked in the mainstream. By nurturing authentic stories and sounds, New Levels continues to champion the next generation of Australian music while building bridges to the global stage.

Founded in 2020 by Australian icon Jelal Edmonds (Lazy J), New Levels has quickly established itself as a powerhouse in the Australian independent music scene. Operating as both a cutting-edge independent label and artist management company, New Levels has played a key role in shaping the careers of some of the country's most exciting contemporary artists.

Of Māori, Lebanese, and Samoan descent, Jelal’s story is deeply tied to his upbringing in the streets of Western Sydney. It was here that he first formed the foundations of New Levels, driven by a vision to create opportunities for artists from diverse and often underrepresented communities. What began as a grassroots movement has since grown into a label with global influence, with Jelal taking his success far beyond Australia and onto the world stage.

Originally rooted in Sydney’s west, the company began with a focus on Hip-Hop and R&B music, and has since expanded into a genre-spanning collective with global reach. Early successes include breakout stars like Larissa Lambert, Open Till L8, Sailor Goon, and AMARNI—whose combined catalogue has surpassed 2 billion streams.

With an ever-evolving roster, New Levels now proudly represents high-profile artists such as Joel Fletcher, alongside rising talents like House/Pop sensation Alyzée and acclaimed Australian rappers Rops1 & Hooligan Hefs. This blend of established and emerging acts reflects the label’s forward-thinking vision and its commitment to developing long-term careers.

Backed by a proven track record, deep industry expertise, and a rapidly growing global fanbase, New Levels continues to push boundaries, positioning itself as one of the most formidable independent music companies not only in Australia, but on the world stage.