Soka Records has officially entered the chat—and it’s not trying to play by the usual rules.
Founded by former artist manager James Dai, the newly launched Los Angeles-based label positions itself less as a traditional record company and more as an “artist studio,” a deliberate nod to legacy systems like Motown and the highly structured K-pop model. The goal is clear: build artists, not just campaigns.
Dai, best known for guiding the careers of keshi and BoyWithUke, is stepping away from day-to-day management to focus fully on Soka’s long-game vision. That shift signals something bigger than a career pivot—it’s a bet on development in an era increasingly dominated by speed, algorithms, and short-form virality.
“As the music landscape grows to be increasingly focused on distribution and marketing, I want to offer a different approach that prioritizes creative development,” Dai said. “It’s almost like a return to tradition. Taking inspiration from classic developmental labels like Motown while using updated marketing practices.”
That philosophy is already taking shape through Soka’s early roster. The label has introduced singer-songwriter Karlo Gutierrez and viral EDM creator Kassie—who has amassed more than 40 million TikTok views in just two months—while also teasing upcoming releases from Cleffy and indie R&B artist Yel. The company is also credited with discovering and developing Chezile, whose track “Beanie” is nearing the billion-stream milestone, an increasingly rare feat in today’s fragmented streaming economy.
Dai’s track record suggests this isn’t just startup optimism. Since discovering keshi in 2018 at just 20 years old, he helped transform the Houston-born artist from intimate 150-capacity venues into a global headliner selling out rooms like Madison Square Garden and Los Angeles’ Kia Forum. Along the way came Billboard 200 Top 30 albums and a rapidly expanding international fanbase.
His résumé extends well beyond one success story. Dai played a central role in the rise of BoyWithUke, whose breakout hits include the double-platinum “Toxic” and fan-favorite collaborations like “IDGAF” featuring blackbear. His work with artists like Xavier Weeks and Chezile has contributed to a cumulative total of more than nine billion global streams and multiple RIAA Gold and Platinum certifications.
Now, with Soka Records, Dai is channeling that experience into something more foundational. The “artist studio” concept emphasizes hands-on development across not just music, but visuals, performance, and community-building—areas often left fragmented in modern label systems.
It’s a model that feels almost contrarian in 2026, where artists can break overnight but struggle to sustain momentum. Dai appears to be betting that audiences still respond to depth, identity, and intentional world-building—if someone is willing to invest the time.
“Soka Records was built to develop emerging talent and bold creative voices,” Dai said. “I’m excited to introduce a new generation of artists to audiences around the world.”
Photo Credit: Fay Ishac
