New Levels Strike Global Partnership With Virgin Music Group

SYDNEY, Australia — New Levels steps on up with an extension to its global partnership with Virgin Music Group.

Announced today, March 6, the expanded new arrangement covers releases, marketing, and artist development, and signals 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 signing 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 this May 8-10, presented at Camping World Stadium in Orlando, FL. 

Adjacent to its label activities, the New Levels management division represents DJ Joel Fletcher and rising artist Alyzée.