Sony Music Entertainment Australia in partnership with Hau Latukefu is excited to announce the launch of a brand new, forward thinking label imprint Forever Ever.

Forever Ever has been named to represent progression and longevity in the music industry. Denis Handlin AO, Chairman & CEO, Australia & New Zealand and President, Asia comments, “For over 20 years, Hau has consistently shown that he is at the forefront of Hip-Hop on a local and international level. We’re very proud to be working with someone of his standing in the community and know that together, we look forward to developing the exceptional Australian talent we have here.”

Hau Latukefu comments, ‘I’m truly grateful to Denis Handlin and the entire Sony Music team for providing belief in the vision for a much-needed platform for the amazing talent we have in this country.”

The inception of Forever Ever seemed only natural given Hau’s position as an influential figure in the Australian music industry. Having lived and breathed hip hop for over 20 years, Hau is in a unique position to support up-and-coming hip hop artists through mentoring. Forever Ever is founded with a nurturing mentality, to foster new artists and offer support in the ever-changing and exciting genre of hip hop.

Hau comments, “I feel that it’s important for me to support and guide great new Australian talent, it’s a responsibility. When I was coming up, we were trying to figure out our place in the industry. I didn’t have anyone who was in the position that I’m in now that I could reach out to and ask for advice or feedback. So I’ve been making that first move, reaching out to the young artists to let them know that I’m here if they need me. I want them to know that there is someone like them that is in their corner in what can be a tricky and overwhelming industry.”

Forever Ever’s name was established early on in the label’s inception to represent forward-thinking in the music industry whilst also referencing the lyrics of hip hop pioneer Andre 3000 (‘Ms Jackson’).

With 20 years of writing and performing under his belt (best known as the front man for ARIA award-winning duo, Koolism), Hau launched his solo career with the release of the mixtape, FOOTBALL, FEASTS & FUNERALS, his debut album THE NO END THEORY, followed in 2015 on House of Beige records and has since been releasing singles.

His talent is recognised and respected in Australia and abroad, with Hau having provided guest vocals for local legends like The Hilltop Hoods, Urthboy and Hermitude as well as the new generation including Remi, Briggs and Mr Hill & Rahjconkas. Hau’s collaborations also extend to overseas artists including UK pioneer, Rodney P, US wordsmith, Casual and more recently, in-demand MC/producer, Oddisee.

In 2008, Hau took the reigns as presenter and producer for the Hip Hop Show on Australia’s leading youth network, triple j – sharing his experience and vast knowledge of the culture he has immersed himself in since the mid ‘80s. He continues to rule the airways, currently the longest serving presenter in the show’s history.

Hau was born in Australia to Tongan parents, which gave him access to two cultures to draw from for both writing lyrics and performing on stage. His heritage plays an important part of who is as a person and as an artist. Original by name, original by style.