Singer-songwriter Tay Kewei signs with Cross Ratio Entertainment

SINGAPORE — Homegrown singer-songwriter Tay Kewei has found a new home with Cross Ratio Entertainment, a new local record label and artiste management company.

Cross Ratio hopes to release her new songs next year and said that the main idea is to market her in the region. “For her, she has new content and a new style — the songs are in English — and we want to make sure it’s very different from what she used to do. Even her hair is very different from last time,” the company said.

Cross Ratio management said this move signals a new start for the singer, who previously released albums that mostly featured cover versions.

“From the company’s point of view, we see how she has already reached this level of success, but we want to take her to another level. We think she has a lot more to give … which is why we signed her,” said the company’s spokesperson. “It’s like a new beginning for her. We want to take this journey together.”

“It’s like giving a new life to my music and I can’t wait to show you guys my new works,” said Tay in a statement.

Tay is one of several signings for Cross Ratio. Other singers and songwriters in its roster include singer Alfred Sim, YouTuber Clarence Liew, pop trio SASS and former The Final 1 contestant Louisa Kan.

“We want to make sure that the talents we sign up are able to break out of Singapore and perform on an international stage,” the company said.

The company has also signed a partnership deal with German independent distribution and label services company, finetunes GmbH. Finetunes, which represents international record labels such as Erased Tapes, Berliner Philharmoniker and Honest Jon’s Records, will be represented by Cross Ratio throughout the Asian region.

The Hamburg-based company’s head of content distribution, David Balfour, said in a statement that it recognised the fast-growing importance of the Asian music markets. “(We) understand that achieving the best results for our artistes and labels in the region requires both a local presence and a localised marketing strategy,” he added.

“We are excited with this new development and partnership with finetunes as we have close synergy in the way we do business and what we believe in. Finetunes has great potential in the Asian region and it’s time to show what we can collectively do,” said Cross Ratio.

In the meantime, Tay is keeping busy with her performances. She can currently be seen playing cabaret girl Lily in the musical Beauty World, and she will be performing at the 2015 ASEAN Para Games Carnival on Dec 6. Once the Beauty World run ends, Tay will be heading to Beijing, where she has been chosen to represent Singapore at Our Region, Our Song: 2015 China-ASEAN Friendship Concert.

Upon her return, she will be joining other local talents such as The Sam Willows, Tosh Zhang, Wang Wei Liang and Sebastian Tan, among others, for the final installment of the SG50 Concert Series In The Park.

The concert, organised by the National Parks Board, will be held on Dec 19 at Gardens By The Bay.