A new London-based label, Heatwave Records, has arrived, helmed by former Syco Music MD Tyler Brown and Harold Serero, who until recently held a senior A&R role at Ultra Music Publishing and Payday Records.

Focused on signing artists from emerging markets, the label describes itself as “borderless” and aims to connect the dots for music worldwide, nurture a global audience for its artists and produce global hits.

Heatwave Records has enjoyed early success with Nigerian artist Fido’s track “Awolowo” going to #1 at Spotify viral, Apple Nigeria, Shazam Nigeria and Spotify Nigeria.

The label has also announced the signings of Ivory Coast artist døpelym, whose track “Guala” went #40 on Shazam in France and Top 10 on the viral chart, and Firstklaz from Nigeria, whose “Gen-Z Area” went Top 20 on the viral chart there.

Andrew Birchall has been hired in an A&R role, and there are plans to build a creative presence in several key territories around the world before the end of the year.

Discussing the inspiration for the label, Serero, who oversaw Payday’s African music division, said, “Countries like Nigeria, South Africa and India have some of the most vibrant and ambitious music communities in the world. At any given moment, there are hundreds if not thousands of artists competing for a place at the top. The songs, the melodies, the engagement of the music community, it’s unmatched. The artists we are talking to each day are so ambitious and are pushing the boundaries of creativity in new ways. Heatwave is a celebration of the simple fact that any artist from any country can rise to the top."