Queer Canadian electronic artist Velvet Code have launched a new music and entertainment label, SO FIERCE MUSIC. Founded during the COVID-19 pandemic, SO FIERCE is a new kind of record label and entertainment company, geared to cater to talent marginalized and disadvantaged by the mainstream music industry because of age, race, gender, or sexual identity.

With over 20 years in the music industry, Velvet Code has experienced first hand how difficult it is for an LGBTQIA+ artist to be seen and heard, not only in the music industry, but in the world.

SO FIERCE provides artists with a platform and a proven path forward, despite mainstream music industry discrimination. Although an artist’s ability to excel depends on work ethic and dedication to their craft, SO FIERCE helps guide artists while providing a proven method for success. In addition to providing marketing, radio promotion and distribution, the label also offers video production, music production, songwriting, management, consultancy and promotion services as needed for their roster of their talent.

“As a gay cis man, I’ve struggled to be taken seriously for most of my career. From working with a manager who blocked opportunities because of my sexual orientation, to being cast aside by major labels, and told that I should focus on the “eclectic labels”, the struggle was real,” says Velvet Code. “It’s even harder for trans or two-spirited artists who are battling the public and the industry for their acceptance at the same time. Change is desperately needed, and I feel I can make a difference, and help to drive that change.”

The SO FIERCE roster is quickly expanding and currently represents several LGBTQIA+ artists including drag performer Sofonda Cox, pop singer Deity Jane and Velvet Code himself. The label’s first slated release will be Sofonda Cox’s “Thrive” due September 25, 2020. 

Velvet Code is a Canadian Electronic Music DJ, producer and artist based in Toronto, Canada. As a DJ and music producer, Velvet Code’s influences include Laidback Luke, Dada Life, BloodPop, Avicii, Peter Rauhofer, David Guetta and Calvin Harris. His music can be described as ‘80s and 90s-influenced electronic dance music (“EDM”), most notably the sub-genres of EDM known as electro house and house. Velvet Code’s latest single, “Teenage Dreamer” was recorded in Toronto, Canada, with his official video recorded completely while under quarantine. Velvet Code’s weekly radio mixshow, “Rise To The Rhythm,” can now be heard on more than 133 digital, FM and satellite radio stations around the world each week; the stations include Dash Radio’s ElectroCity, Jack’d Up Radio Network and its affiliates, and many others.

Sofonda Cox‘s persona has spread around the world. Her puppeteer performance as Destiny’s Child went viral on Facebook, boasting over 1.5 million views all over the world. Her recent Lemonade Tribute video went viral as well with over 250k views, earning Sofonda the title of “Canada’s Viral sensation”, and catching the attention of LOGOTV, NEWNOWNEXT and even Rupaul.

During the pandemic, Sofonda has released 2 singles, which have both gone viral. She has also coined the hashtag #queenOfTheHustle, finding innovative ways to perform her craft via live streaming and curb side performances. Her upcoming single with SO FIERCE, “Thrive” is the first release from SO FIERCE MUSIC, which will be released September 25th, 2020.    

Deity Jane is a singer/songwriter, actress and visual artist from Gainesville, FL. Having been born and raised in the Bible Belt she learned to rebel through art at an early age, embracing counterculture, reading banned books and taking on esoteric studies. She is a classically trained singer with a wide range of musical influences including Nancy Wilson, PJ Harvey, and David Bowie. Deity Jane’s first release, “Damaged Goods”, in collaboration with Velvet Code, will be out in October via So Fierce Music.


About the Author

Bryen Dunn is a freelance journalist with a focus on travel, lifestyle, entertainment and hospitality. He has an extensive portfolio of celebrity interviews with musicians, actors and other public personalities. He enjoys discovering delicious eats, tasting spirited treats, and being mesmerized by musical beats.