Avicii manager Ash Pournouri expands label with hip hop artist iSHi — debut en route with Pusha T
There’s a new and unlikely entity standing at the cross section of EDM and hip hop.
Ash Pournouri, founding father of At Night Management and PRMD, is setting his sights on hip hop as the next frontier for his already illustrious managerial career. Often acknowledged as the guy that makes Avicii tick, Pournouri’s newest project embraces his long time love for hip hop — a calling that predates his passion for electronic music. “I like so many different types of music, and, growing up, I went through most genres one by one. Hip-hop was a big part of my youth,” Pournouri disclosed to Billboard. Pournouri has never aimed to focus on only one genre, as evidenced by Avicii’s embrace of blue grass and country on his debut album TRUE. Setting his sights on hip hop with Stockholm-based producer iSHi, Pournouri hopes to dominate another genre just as he has done with EDM and Avicii. iSHi’s first single is already slated for a February 27 release on Spotify and features frequent EDM collaborator Pusha T.
The refocusing isn’t a shot in the dark for Pournouri but a well-calculated and strategic move to diversify his talent portfolio. iSHi himself is no newcomer to the production circuit and certainly no stranger to producing radio-ready hits either. The 34-year-old talent who goes by the name of Eshraque Mughal has production credits on Emeli Sande’s “Read All About It” and Tinie Tempah’s “Written in the Stars.”
Hip hop and iSHi are just the beginning for PRMD and Pournouri’s new focus. Ash and his highly-talented team are working on numerous other projects, from singer-songwriters to indie dance, that aim to expand the label’s sphere of influence far beyond four-to-the-floor beats and festival stages.
Listen to an exclusive Spotify playlist from PRMD and iSHi ahead of his debut single and impending EP and album offerings.