Warner Bros. Records, home to notable acts ranging from Dua Lipa, to Madonna, with Prince, Cher, Gorillaz, Grateful Dead, Red Hot Chili Peppers, the Black Keys, and many among their ranks, announced a global rebranding after more than 60 years to a simpler and sleeker Warner Records. The rebrand comes under the new leadership of the U.S. CEO Aaron Bay-Schuck and U.S. COO Tom Corson along with president of the UK label Phil Christie.
In a press release the logo was described as “suggesting a record, a sun, and a globe—a nod to the label’s past, present and future. The openness of the design gives it the flexibility to embrace all Warner Records artists and all genres of music around the world.”
The redesign follows parallel alongside the company’s recent move to it’s new state-of-the-art headquarters in downtown Los Angeles’ Arts District. Back in March of 1958, Warner Bros. Records adopted its parent company’s well-recognized shield logo, and in 2004 the division of Warner Bros. Pictures became world’s largest major music company after being sold by Time Warner. Details of the sale indicated there were agreements that Warner Bros. Records had to continue to use its logo and name for 15 years. Now, those 15 years are up, and the major music conglomerate is finally able to show off their new outlook for the future.
The new brand was developed in partnership with Pentagram, a design studio also responsible for work with Rolls Royce, Sotheby’s, the Rolling Stones, and more.
THEY. is back with Wiz Khalifa on a new laid-back genre bender, “What I Know Now,” to combine elements of r&b and rock ‘n’ roll. The song reflects the duo’s failed relationship with distorted guitars and alternative music while the Pittsburgh rapper brings his phantasmic flow in the final verse–both parties, indeed, describing what they know.
THEY.’s Dante Jones recently expounded on his ever-changing process in an interview with FADER: “After we dropped our last album, I took a step back and decided that I wanted my writing process to feel more therapeutic, not just for me but for the listener as well,” he said. “The song started off with the guitar riff and it instantly took me back to being a kid listening to alternative music. At that point started thinking about what I would say to myself at that point in life.”
“What I Know” is the first single off THEY.’s upcoming Fireside EP, set to drop November 9 with collaborations from Ty Dolla $ign, Jeremih, Gallant, Vic Mensa, and Jessie Reyez. THEY. have been relatively quiet in 2018, releasing two singles within the last year: “Pops” and “Thrive.” In 2017, they released a brimming 14-track EP, Nü Religion: HYENA. The EP was released by Mind of a Genius Records, a subsidiary of Warner, through which Fireside will also be released on.
The mellow slow-burn follows already shared tracks “Sorcererz,” Humility,” and “Lake Zurich.” Severely less danceable than any of the singles shared thus far, “Fire Flies” sees Albarn leaning into his introspective side. It’s the most intimate look at the record yet, a prolonged psychedelic interlude that feels like a funk-infused culmination of the band’s earliest material.