AudioWave Records Signs Mcult to One-Year Deal Through PremPR Partnership

AudioWave Records is proud to announce the signing of Mcult to a one-year recording agreement, facilitated through the label’s strategic partnership with PremPR.

The signing marks another intentional step in AudioWave Records’ ongoing mission to build an artist-first ecosystem rooted in authenticity, creative freedom, and long-term cultural value. Known for championing boundary-pushing artists and conscious creativity, AudioWave continues to expand its roster with acts that prioritise meaning over metrics — and Mcult are a natural fit.

A Collective Built on Truth, Not Trends

Mcult didn’t come together chasing a sound or a moment. They formed around a shared truth. Each member grew up immersed in a wide spectrum of influences — from old-school hip-hop and UK grime to underground and experimental music — but what truly united them was a respect for artists who transform lived experience into art.

For Mcult, music is a language deeper than conversation. It is a vessel for emotion, reflection, and reality. What began as individual creatives searching for authenticity has evolved into a unified collective using sound to explore identity, consciousness, and the human experience. Their work doesn’t aim to distract — it aims to connect.

Concept First, Sound Second

At the core of Mcult’s artistry is a process rooted in emotion. Rather than beginning with a beat, each track starts with a concept, a feeling, or a shared moment that demands expression. From there, the sound is built organically — sometimes born from a freestyle, sometimes a sample, sometimes a conversation that sparks something deeper.

With all production handled in-house, Mcult maintain complete creative control. Nothing is forced. Every decision is intentional. The result is a fluid, collaborative process that captures energy in its rawest form and allows the music to breathe naturally.

“Dimensions”: A Defining Record

Among Mcult’s growing catalogue, Dimensions stands out as a defining moment. The track explores the feeling of being trapped in repeating cycles — emotional, mental, and situational — a theme that resonates deeply with listeners.

The song carries added weight through its co-writing by North and his daughter Zoie, introducing a powerful generational layer to the storytelling. Vulnerable, honest, and emotionally resonant, Dimensions quickly became a fan favourite and encapsulates the essence of Mcult’s artistry: music rooted in truth, connection, and lived experience.

A Sound with Depth, Soul, and Purpose

Mcult’s signature sound sits within conscious rap, but refuses to be boxed in. Their music blends poetic lyricism with atmospheric production, soulful textures, and genre-crossing elements that draw from indie, rock, and drum and bass influences.

The result is music that is introspective yet energetic, experimental yet grounded. Every track carries meaning beneath the surface — designed not just to entertain, but to provoke thought. This is music you can feel instantly, and unpack over time.

Moments That Matter

One of the most defining milestones in Mcult’s journey so far came during their first headline show. Stepping on stage and hearing a crowd rap their lyrics back, word for word, confirmed the depth of the connection they had built. It wasn’t just a performance — it was a shared moment that validated their path and the community forming around their music.

Influences Without Imitation

Mcult draw inspiration from artists who blur genre lines while remaining emotionally honest. Acts such as MGK and Red Hot Chili Peppers have influenced their respect for vulnerability and storytelling, while the raw energy of UK underground culture continues to shape their edge. These influences don’t define Mcult — they inform a sound that remains unmistakably their own.

What’s Next: An EP and a Growing Movement

Currently in the studio, Mcult are working on a new EP that explores themes of identity, mental health, and social awareness. Set to be their most experimental project to date, the release will blend live instrumentation, rap, and spoken word into an immersive body of work.

Alongside new music, the group are preparing for further live shows and collaborations with like-minded UK artists, particularly within the CRC — the Conscious Rapper Community. Beyond the studio, Mcult are expanding their online presence through live sessions, challenges, and visually driven content designed to bring listeners deeper into their world.

A Shared Vision with AudioWave Records

The partnership between Mcult and AudioWave Records reflects a shared belief in creative integrity, community, and long-term development. Supported by PremPR’s strategic guidance and media expertise, the collaboration is built not around quick wins, but around sustainable growth and cultural impact.

For Mcult, real music is “truth in frequency form” — a mirror, a connection, a spark for growth. For AudioWave Records, that philosophy sits at the heart of everything they do.

This one-year signing marks the beginning of a focused chapter — one rooted in honesty, intention, and music that genuinely means something.