For Volume 2 of VERO Insider, we caught up with VERO Music boss Nikke Slight to find out more about the ethos of a social network running a record label and how emerging talent can get involved.

Nikke

What does it say on your business card?

Nikke Slight GM at VERO Music.
I run day-to-day operations for the label, including production, scheduling, and working with our artists, artist managers, and partners to develop release and marketing plans.

Where is home?

For the past few years, I’ve been a bit of a nomad, but my primary home is NYC. I also spend a lot of time in London and Southwest England (where I grew up) and LA, which is home to VERO Music’s recording studio and a number of our artists.

Tell us about your professional background before VERO?

I’m not sure whether this counts as “professional,” but I was always obsessed with music. I figured out how to get (vinyl) records produced, and started “managing” local bands in my teens. Post-school I worked for a leading artist management company in London, and then crossed the pond to join a publishing company as an assistant/A&R talent scout. It was brilliant. I got paid to be out every night in NYC clubs like CB’s and the Mercury Lounge, seeing bands and working on collaborations.

Later, I joined Atlantic Records (USA) and eventually founded what became the digital department, which grew from two of us in a storage closet to 20+ staff. It was an amazing time, being part of a team that broke artists like Sean Paul, T.I. Tori Amos, Craig David, Gnarls Barkley, Panic! At The Disco, and many more. From Atlantic, I joined Warner Music Group as SVP Global Product Development which was a fantastic opportunity to learn more about the global music landscape and the impact of (then) emerging technologies like Spotify and YouTube on the industry. With VERO Music, I’ve come full circle and back working with emerging talent, which has been a lifelong passion.

“We believe artists should retain 100% control of their copyrights, their creative decisions, and their relationships with their fans.”

— NIKKE SLIGHT

Can you tell us about VERO Music, and how it came about?

The label was born out of demand from artists on the platform. Our first signings Thunder Jackson and Dana and the Wolf were active on VERO before we signed them. In fact, VERO Music was their idea. They enjoyed VERO’s collaborative vibe and started talking to our CEO, Ayman. Ayman and VERO have always been huge supporters of creators, and VERO Music seemed like a natural next step. It took time. We wanted to come up with an innovative, equitable, and inclusive way forward, with agreements that aligned with VERO’s values. The structure is still evolving, but I’m extremely proud of the fairness and creative freedom we’re able to offer.

How do the values of VERO Music align with VERO as a social network?

The two are deeply integrated. VERO stands for transparency, freedom of expression, and the ability to create authentic connections uninterrupted by ads or algorithms. Similarly, we believe artists should retain 100% control of their copyrights, their creative decisions, and their relationships with their fans.

How can emerging talent get on the VERO Music radar?

Our goal is to develop VERO Music as a creative incubator, fully integrated with the VERO community and tech. This includes providing a path to signing to the label if that’s of interest to the artist. The best place to start is to join VERO, engage with the community, and share your music and creative interests. You can also submit to Get Featured or be considered for Track of the Week. We’re also thrilled to be launching the second season of our VERO Amplify program this Summer, with new tools and features that foster discovery and deeper artist/fan engagement. VERO Amplify has already featured amazing talent including Arlo Parks, Sports Team, Abi Ocia, and Laurel - and we can’t wait to unveil our lineup this summer!

With respect to VERO Music, we’re not focused on any particular genre. The goal is to develop a roster that reflects the depth, diversity, and creativity of VERO’s global community.

Who else is working on the record label?

Pete Lawrie Winfield is our creative director. I’m sure many of you know Pete’s work with Until Ribbon Breaks. He’s a multi-talented artist, songwriter, and producer - a true renaissance man. VERO Music and VERO are deeply integrated, and we work closely with VERO’s Head of Strategic Partnerships Christine, Creative Partnerships Director Jamie, Head of Social Jon, TJ (CTO), Tom Hodgson (Head of Community), Alistair and Serena for visual design, and of course VERO CEO Ayman.

Which artists do you have on your playlist right now?

VERO Music artists! We have an incredible track from Thunder Jackson slated for July and putting final touches on the debut album from Dana and the Wolf. We’re also releasing new music from a brilliant young alt-R&B artist from London, and developing a global music project - both slated for Fall. With the latter, we’re hoping to break the mold in terms of the way music is created and released by fully leveraging VERO as a global platform for collaboration.

Meanwhile, music from Michael Kiwunaka, Blood Orange, Sault, The Avalanches, Childish Gambino, Rosalia, Joji, Burna Boy, and Kendrick are always in rotation. I’m also loving new music from Japanese American rapper King Miyachi, and rising Argentinian superstar Nicki Nicole (shout out to Anabella Poland for the tip).

When we say breakout musician of 2021, you say…?

Hands-down, Rina Sawayama. When I heard ‘XS’ I jumped out of my chair. Metal meets pop - yes, please! The woman can do anything. She’s insanely versatile and a towering vocal talent. I think she’s the most exciting artist on the planet right now, but there are a number of AMAZING -- primarily female -- musicians redefining global music culture. They include Amaarae (AfroPop/R&B/dancehall mashups), genre-defying Tierra Whack (the next Bjork!), VERO Amplify alum Arlo Parks (spoken word x R&B), Rosalia, Olivia Rodrigo, and of course Billie Eilish. OH! -- and check out The Linda Linda’s -- four, Asian American / Latina tweens from LA. They have a new song “Sexist, Racist, Boy” that would make OG punk groups like Bikini Kill beam with pride.

The music industry is notoriously slow at innovating. With shifts in the way music is now consumed (DSPs) and the impact of the pandemic - in what ways do you think artists and platforms should be adjusting?

During lockdown, touring income evaporated as streaming consumption soared. In the process, it’s become painfully clear how little artists earn from platforms like Spotify. Meanwhile, TikTok has emerged as an undeniable channel for certain talent, but it isn’t for everyone.

The pandemic also compelled many artists to rethink how their music is released; A new album in one shot or as a series of singles. (Again, the recurring theme being Slave To The Algorithm).

Bottom line: platforms need to provide more immersive experiences for artists and fans, and compensate artists fairly through streaming and other lines of income. As artists have no choice but to adapt to constantly evolving platforms and audience behaviors, it’s only fair they get paid!

VERO is uniquely equipped to rise to these challenges, and we’re developing new tools that facilitate enhanced interaction, collaboration, and monetization. We want VERO to be a safe place for artists to share their work, engage with fans and support their careers financially.

All of that said, I can’t wait for live, in-person performances, festivals, and touring to make a comeback!

Goals for VERO Music in the next year?

It’s such early days for us. For the next year, we're 100% focused on introducing our artists to as many people who care to listen and help them to create meaningful connections with fans.

What’s your favorite VERO feature?

Collections. Diving into an artist profile and not only discovering a full discography but also experiencing their personal musical choices and other things that inspire them creatively - books, movies, places, etc. I also love discovering new music via brilliant music minds like Larry Flick and Wayne and the entire community. Follow VERO Music and send us your #NewMusicMoves.