Sasique Signs With Payday Records After ‘Kute & Neat’ Goes Viral On TikTok

Dancehall singjay Sasique is on cloud nine after signing a deal with Payday Records for her 2019 single Kute & Neat, and has revealed that she’s already submitting tracks to the label for the eventual release of an EP or album under the deal.

The Jamaican entertainer said that she put pen to paper last month at Nigel Jones & Company Law Firm in Kingston. For her, the deal is a catapult for the career that she has worked hard to establish.

“It means everything to me. I’m exhilarated right now because I’ve prayed, worked, and waited for this my whole career, so for it to happen now I’m feeling blessed,” Sasique told DancehallMag.

It has been over three years since Kute & Neat was released, but it recently gained a new wave of popularity thanks to TikTok. Approximately one million users have used the sound to make their own creative videos, including celebrities like Rita Ora, and Kanye West and Kim Kardashian’s daughter—North West.

According to Sasique, she foresaw an international deal because of the song’s popularity.  “I would say (I expected it) in a way because of how the song was spreading so fast globally. I expected success,” she said.

The artist added that while multiple major labels came knocking, she is confident that she made the wisest choice.

“The deal came about (in) October after the song went viral on TikTok in August and start spreading globally. We have about 10 different international major and independent label DM and email us asking for the song. So, we were there with them from October dialoguing making sure we choose the right deal that would secure my best interest,” Sasique said.

Reflecting on her journey, she said it was nothing short of long and winding; but she has always believed in her vision.

“My journey was quite a long and hectic one at times. I feel like giving up, but there’s something always keeps me in music because its my passion. I wanted to do music from a tender age so even when I get discouraged, when it wasn’t working out, and the ‘stylings’ you get from people in the business was a lot but I still held on and keep it moving,” she said.

The artist added that she has tried to be independent in the industry. “I actually take out my own label name (Rude Gyal Music). When I realize producers didn’t want to work with me. My first production was a all female riddim Titled Love Wine Riddim featuring Shauna Di Controlla , Pamputtae, Starface, Clymaxx, Sheba Di Gaza Diva , Sasique myself, and more.”

Payday Records was relaunched in 2017, 25 years after it was founded by Patrick Moxey in 1992.  They were known for launching the careers of Jay-Z and Mos Def, according to Music Business Worldwide.  Artists launched via Payday Records currently have their music distributed by Ultra Music (also founded by Moxey) in the US and Sony in the UK.

In September 2022, Equal Rights singer Ishawna had signed a record deal with Payday Records.