This Way Up is a record label hungry for fresh talent. To date, the label has discovered young musicians the likes of MC-producer Airliftz, turning him from a SoundCloud discovery to a genuine rapstar-in-the-making; singer-songwriter Lunadira, who’s gone from doing YouTube acoustic covers to becoming a sultry alt pop doyenne; and Allester Shaun, whose nostalgia-driven tunes lie somewhere between the slacker rock of Mac DeMarco and Phum Viphurit’s romanticism.

This Way Up’s current roster comprises Airliftz, Lunadira, Allester Shaun, Reddi Rocket and Leon Sapphire.