Where It All Began.

New Levels is a dynamic independent record label, artist management, distribution, and marketing company built on the spirit of diversity, resilience, and creativity. Founded in Sydney’s outer suburbs, the label was created to champion diverse artists, providing a platform for voices often overlooked by the mainstream. By nurturing authentic stories and sounds, New Levels champions the next generation of Australian music while connecting local voices to a global audience.

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, a forward-thinking distribution company, an artist management company and a dynamic marketing agency, New Levels has played a key role in shaping the careers of some of the country's most exciting contemporary artists.

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 on the management and label side, New Levels has expanded into Distribution and Marketing.

What We Do

Three powerful divisions, one unified mission — to build careers that connect artist voices to a global audience.

01 Label & Management

Nurturing authentic stories and sounds from the ground up. We work closely with every artist on the roster to shape careers with intention, protecting creative integrity while building lasting cultural impact.

02 New Levels Distribution

Artists release on their own terms. Transparent operations, smart technology, comprehensive analytics, an easy-to-navigate dashboard, and fast payouts — giving artists full control while reaching audiences worldwide.

03 New Levels Marketing

Guided by a global outlook and deep understanding of how fans engage with music today. Bespoke campaigns, viral ecosystems, and end-to-end management — blending viral culture, data, creativity, and strategy.

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 in the southern hemisphere.

2020

Year Founded

2B+

Combined Streams

Divisions

Global Reach

Ready to go to the next level?

Let’s Build Together.

Whether you're an artist, a team, or a label — New Levels has the infrastructure, expertise, and drive to amplify what you're building.

Get in Touch