The music industry is famously filled with sharks and exploiters. Underdog Music, the new venture from the former Creative Director and Business Manager of industry heavyweights Ghostcraft Music, looks set to buck that trend. Founded on the motto ‘We back the Underdogs’, positivity and fair business is at the core of their brand.
Big Papa is an imposing figure, large in both stature and personality. His track record is similarly intimidating. ‘We had a lot of success working with Ghostcraft’, he remarks. This is an understatement – Ghostcraft’s company credits include Future, Rick Ross, Snoop Dogg, & Hopsin, and networks including FOX, VH1, VICE & more.
‘We had a great run working at Ghostcraft’ says Wizard, an energetic creative powerhouse often referred to by colleagues as a musical genius. ‘But we all felt it was time to move on, and forge our own path with our own ethos. Underdog Music is all about backing the underdog. Whether that is a huge chart topping artist who has come from poverty to conquer the charts, a black artist in the white dominated entertainment industry, or a young producer with no resources trying to compete with billion dollar corporations, we back anyone who is fighting back and battling their way to the top.’
Alderman concurs. A true rags to riches story, his rise from humble beginnings has been meteoric. ‘He’s just that good, he forced his way into the team through sheer hard work and talent’, Papa enthuses. ‘Alderman’s journey encapsulates what our company is all about’. We look forward to many more success stories from Underdog Music.
