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 pre-dates his passion for electronica. "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 27th release on Spotify and features frequent EDM collaborator Pusha T.