Mike Dean and Apex Martin have launched their record label Apex Sound with the release of SASH’s hypnotic debut single “Lemon Sorbet.”
Accompanied by a slick Diego Andrade-directed video, the track showcases what the two have in store with Apex Sound. The New York-based singer, composer, and producer has been building interest on SoundCloud for years now, but is making his label debut with the help of Dean and Martin. “Lemon Sorbet” is set to appear on SASH’s Bittersweet project, which drops on December 2.
"Apex has been telling me for years about SASH, but then again, he’s been telling me about a lot artists who are popping now," Dean told Variety. “The first time I heard SASH’s music, it sounded like something I had heard before, but also sounded fresh and new,” added Martin. “There was something there already, a potential for him to find his own way and his own style. He writes and records his own music, and has total say, even down to the beats. He’s intuitive and hands-on.”
SASH showed up on the Pigeons & Planes compilation See You Next Year back in August, which was executive produced by Dean. “SASH is a real crooner,” Dean told Variety of SASH’s appearance on the project at the time. “I believe he has growth potential as an artist and I’m going to continue working with him for some upcoming records.”
As for what fans can expect from Apex Sound, Dean teased that the label will specialize in “fast cycles,” and projects of “six songs-or-under.” He added, “We’ll get more attention putting out six great songs, than say, 18 good tracks.” Martin said that they will also try to avoid releasing music that emphasizes "money, misogyny, violence or shit like that."
Check out the video for “Lemon Sorbet” above and listen to the song via Spotify below.
