SYDNEY, Australia — New Levels steps on up with an extension to its global partnership with Virgin Music Group, and the signing of several acts, including the celebrated hip-hop artist Hooligan Hefs.
Announced today, March 6, the expanded new arrangement with VMG covers releases, marketing, and artist development, signaling a new chapter of international growth for New Levels’ coordinated worldwide campaigns and long-term market development, explains Jelal Edmonds, founder and CEO of the independent Australian label and management company.
“Extending the partnership with Virgin Music Group is a major step for New Levels,” Edmonds tells Billboard via email. “Over the past four years, Virgin has consistently brought real global value to our operation: world-class infrastructure and a team that moves with speed and care. This extension is about scaling what works and taking New Levels to new levels.”
Alongside the new partnership, New Levels re-signs Larissa Lambert and welcomes new signings Hooligan Hefs and CV, while continuing to develop emerging acts Open Till L8 and Rops1.
Hailing from Doonside in Western Sydney, Hooligan Hefs celebrates the new deal with the release of a fresh single, “Whistle,” featuring New Zealand hitmaker Savage (“Swing,” “Freaks”).
“Whistle” blows its tune ahead of Hooligan Hefs’ first tour of the United States, a run that includes a spot on the 2026 Rolling Loud hip-hop festival bill, presented May 8-10 at Camping World Stadium in Orlando, FL.
Recognized as one of Australia’s most commercially impactful rap exports and a pioneer of Australian drill, Hooligan Hefs (real name: Simeona Silapa) has amassed upwards of 500 million combined streams.
Since his breakthrough with 2020’s “Living In Sin,” Hefs was nominated for best hip-hop release at the 2020 ARIA Awards for “Send It!”, and seen several records snag ARIA accreditation, including “No Effect,” “The Party,” “Tell Em I’m Doing Eetswa” and “IYKYK”. Last year he cracked the ARIA Charts with “She Will” (with Day1) and “6Ixer Baby.”
Adjacent to its label activities, the New Levels management division represents DJ Joel Fletcher and rising artist Alyzée.
