Credited with breaking Jay Sean, Craig David and Mis-Teeq among others to mainstream audiences, Billy Grant and Rob Stuart gained a reputation for being able to create effective strategies for exposing so called “niche” markets to a mainstream audience.
“2Point9 have done for black and asian music in the UK what Def Jam did for hip hop in the US” - The Guardian newspaper
After leaving Telstar Records in 2003, they formed 2Point9 seamlessly combining management, record label, music publishing, live agency and consultancy. It quickly established itself as the No 1 record label for contemporary crossover South Asian-Western crossover music not only in the UK but worldwide. Signing producer Rishi Rich and artists Jay Sean, Juggy D, Veronica and Mentor, 2Point9 quickly developed a sound which was to represent the new generation of young western South Asian youth. Ricky Martin and Britney Spears were just two of the international artists who benefited from the 2Point9 sound.
“A very professional company with experienced management and a strong roster of artist … providing cutting edge quality material” - George Ergatoudis, Head of Music - BBC Radio 1
With Jay Sean they came up with a simple but ambitious concept - To create the first international British-Asian pop icon.
From the outset, 2Point9 took an innovative approach, building an impressive fan base in the UK by targeting the previously untapped British-Asian youth market, then exporting the artists, including Sean, to music fans around the world through extensive touring, a vibrant interactive digital campaign and clever positioning of the artist.
They quickly established the company as the No 1 for contemporary crossover Asian-Western music with the artists touring in over 100 cities in 4 continents around the world.
In 2007 2Point9 independently released Jay Sean’s his second album ‘My Own Way’ (re-stripped as All or Nothing). Peaking at No 6 in the UK it was licensed to US Cash Money Records. His first US single – ‘Down’ featuring lil Wayne– sold over 7 million units and peaked at No.1 in the US Billboard Top 100.
The company has always focussed on thinking out of the box and ways to survive as an independent by creating new models of working. Billy and Rob were cited in a Guardian newspaper ‘Power List’ as one of the Top 30 most important ethnic minority figures in the media industry.** 2Point9 are currently developing a batch of new artists including singer-songwriter Shea, ghetto-funk-jazz-glitch-hop-electro-swing producer Kid Kasino, The Zephyr Kru, MC, comedian and all round good bloke Mr Miniature & singer Jernade Miah
In late 2012, ThisIsArea7 was formed as an umbrella for the associated 2Point9 labels and companies as well as a focus point for the general thoughts & vision of the owners moving forward.