300 Entertainment is welcoming 20-year-old singer-songwriter Ambar Lucid onto its roster, the independent label announces today (May 13), concurrent with the release of her new track “Get Lost in the Music.”
Born in New Jersey to a Dominican mother and Mexican father, Lucid began writing songs in her mid-teens. She built buzz on SoundCloud for her dreamy, indie-pop sound and bilingual lyrics that often dealt with hardship, such as “A letter to my younger self,” penned about her father’s deportation when she was a child. A few months after she released her April 2020 debut album, Garden of Lucid, 300 Entertainment partner Rob Stevenson discovered her music on a Latin playlist.
“I was looking specifically for an artist combining world musical styles in a way I hadn’t heard before,” Stevenson tells Billboard. “I heard her voice and style and it blew me away.”
Meanwhile, Lucid hadn’t planned to seek out a record deal. “When I was younger, I definitely had a more villainized perception of labels,” she says. “But as I started actually meeting people and talking to people in the industry, I realized that there are a lot of amazing people who are actually caring towards artists and just want to see them flourish.”
When she met members of the 300 team virtually in late 2020, “I got to hear about how much they wanted to work with me and how passionate they were about my music,” she says. When it came time to decide whether to sign with the label, she turned to her trusted tarot cards.
“My tarot cards told me that the group of people associated with this label were were willing to listen to me, and that my experience would be determined based on really expressing my needs and what I wanted,” she says. That gut feeling was confirmed when she finally met the team last weekend at 300 co-founder and CEO Kevin Liles‘ house, where they celebrated with cake.
At 300, which was just name-checked on INC Magazine‘s 2021 list of best workplaces in the U.S., Lucid joins a roster that includes Megan Thee Stallion, Young Thug and Gunna.
“Ambar is joining a team of risk-takers,” Liles says. “Independence is in our DNA. We have a clear vision of how to support and nurture Ambar as she continues her musical journey. She has the freedom to be a creative artist with a family supporting her every step of the way.”
The signing is also a moment of validation for Lucid, who was once told that she would never reach success with bilingual music. “It makes me think about where I could have gone had I taken that terrible advice,” she says. “My job is to make sure I reach out to kids and tell them, ‘Don’t believe anybody who is trying to limit you and put you in a box.'”
She is doing just that with “Get Lost in the Music,” her upbeat new track out today which was inspired by an experience taking psychedelic mushrooms while hiking. The song explores her journey toward self-acceptance, a theme she’ll continue to probe on her upcoming EP out June 18.
“The songs on this EP represent a version of myself where I am proud to be who I am and I acknowledge my experiences for what they are, without any shame,” Lucid says. “I’m unapologetically me.”
Listen to the new track below, and stay tuned for the music video dropping later this afternoon.
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