All that talk from Tyler about wanting to sell millions and win a Grammy looks to be somewhat closer to reality now with the announcement today that Odd Future has signed a deal with RED Distribution/Sony for their own imprint, Odd Future Records. I’m not completely sure, but I believe this means all members are signed both as part of the group and as individuals, should they release solo albums.

Either way, this is either the beginning of the end of the end of the beginning, if you’ll forgive the cliche. Assuming Sony gives them a budget to play with, this could yield some incredible material; think a Tyler directed short film a la Kanye West’s “Runaway” or an ambitiously executed group album. But considering what they’ve done on their own thus far, it’s not apparent that they necessarily need to be on a major either. The line between underground and mainstream used to be where record labels played gatekeeper, but its sufficiently blurry at this point that acts like Odd Future can cross over and back as they please, or move the line altogether. It could work in the short term, but the relationship between extreme creative types and major labels rarely maintains over the long term, whether they’ve been promised creative freedom or not.

The press release from manager Chris Clancy, as originally posted on RapRadar:

“It’s based on getting the distribution deal we’ve always envisioned that allows the group to “sign  themselves” to their own company and keep their masters. They will have 100% creative control of all aspects of their music, art, and release schedule with no 3rd party participation in outside business. Freedom and ownership was the whole point. Red and Sony know that its in everyone’s best interest to maintain the group’s authenticity and control. They built it, they deserve it. There’s no cheesy hooks or fluorescent liquor product placements in the works..  It’s about to be fun.. and different.. “