He may be a member of one of the biggest groups in pop music and a sought-after solo star on the underground soul scene — but PJ Morton isn’t content with playing arenas all over the world with Maroon 5 or packing out theaters with his legions of cult followers. Now, the 34-year-old Grammy Award-winning writer/producer is launching a platform to help others do the same.
The New Orleans-bred vocalist is launching Morton Records, a Louisiana-based boutique label. The record company will be home to sister quintet Jcksn Ave; urban inspirational artist JoJo Martin; and Morton’s own new music.
“I’m very excited to be launching my own label, Morton Records. I plan for it to be a home to extraordinary talent and also a voice for what’s missing in music,” he told AlwaysAList.com.
Morton has learned the fundamentals of the music industry firsthand while promoting his own independent albums — “Walk Alone” (2010), “Live From LA” (2008) and “Emotions” (2003).
In 2013, he landed a major label deal with Young Money Entertainment for his CD, “New Orleans.” In the summer of 2015, the proud preacher’s kid released a second concert album, “Live Show Killer” independently.
Now, the self-contained talent who has crafted hits for he likes of India.Arie, Jermaine Dupri, LL Cool J, Jonathan McReynolds, Monica and DeWayne Woods, among others, hopes to use his gift to make magic for his own roster of talent.
“I felt like it was time for me to do this label because I kept seeing amazing talent that appealed to me being overlooked or not promoted properly. This is why I decided to move back to New Orleans and make it the headquarters. We’re away from all the political music business noise. Creativity is king here! Another reason why I felt compelled to do this was because I think it’s time for labels to start focusing on artist development again. Morton Records will be a place that cares about the process from start to finish,” he shared.
First up for Morton is the release of Jcksn Ave’s debut single “All These Dreams,” which is available on iTunes now. This Memphis-bred group is made up of five siblings—Madison, Jessica, Moriah, Kristian and Hannah—who have been singing, writing, arranging and producing their own music since 2001.
Also slated for March is Martin’s first single “Run On.”