“What’s A24?” — X users LOL as A24 announces launch of A24 Music

A24, the indie film studio responsible for making your film major friend unbearable at parties, just announced it's launching a music division, 'A24 Music' — because apparently, dominating the arthouse cinema world wasn’t enough. The news dropped via a cryptic Instagram teaser that simply read “A24 Music,” prompting the internet to do what it does best: spiral.

Cue the confusion, conspiracy theories, and one comment by @sticksnstonez2 that basically summed up the collective reaction:

“🙋🏽‍♂️ What’s A24?”

Same, bestie. Is it a record label? A lo-fi playlist that feels like anxiety? A surprise Frank Ocean collab? No one knows, but everyone has opinions. And when A24 makes a move, the vibes follow. Let’s dive into the cinematic chaos that is A24 Music.

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The backstory: A24's musical overture

Although A24 Music was only formally announced, the studio's musical endeavors are not wholly new. Together with Secretly Distribution, A24 established its own record label in 2021, intending to develop a library of musical intellectual property. This action marked a major entry into the music business by guaranteeing that A24's releases were available on streaming sites and in physical record stores.

One noteworthy effort that demonstrated A24's dedication to fusing musical and cinematic experiences was the live performance of Moonlight's Oscar-nominated score in London. The studio has also been producing celebrity-studded soundtracks, including the one that will be released soon, Everyone’s Getting Involved: A Tribute to the Talking Heads’ Stop Making Sense, which will feature Lorde, Paramore, and Miley Cyrus.

This expansion into music aligns with A24's broader strategy of becoming a cultural conglomerate. Beyond films, the studio has ventured into television, merchandise, and now music, creating a lifestyle brand that resonates with younger audiences. Their distinctive approach to storytelling and branding has cultivated a dedicated fan base that eagerly anticipates each new release, regardless of the medium.

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From Oscar bait to lo-fi beats? A24 Music launch sparks memes, confusion, and indie hype

The moment A24 whispered “A24 Music” into the internet void, X users collectively stared at their screens, blinked twice, and replied with the digital equivalent of “huh?” Indie film bros perked up. Music snobs raised an eyebrow. And Twitter comedians? They clocked in.

First came the confused-but-curious crowd, unsure if they were witnessing a flex or a fever dream:

“is it like a recording label?” -@sue_xbt

“I have only one simple question WHY now?” -@Kaze_no_Katana

“I didn’t see that coming” -@ChaosMoogle

“who can tap me in with the right people” -@48thST

Then came the doubters, side-eying the whole operation like a low-budget horror trailer drop:

“Now we getting mid music😭" -@Bl4M3th3M0VI3S

“2 hours of ambient music that sometimes leads to something decent but most the time doesn’t” -@TrvthfvlTreason

“🙋🏽‍♂️ What’s A24?” -@sticksnstonez

(Of course, that last one popped off under the original announcement teaser, quickly becoming the unofficial mascot of the reaction thread.)

But it wasn’t all snark. The hopeful cinephiles and music heads jumped in with cautious optimism and full-blown excitement about A24 Music:

“Frank album incoming!” -@REGIROCK

“Indie bros we are back” -@YamiCitrus

“Midsommar soundtrack is so good it better be on there” -@SupremeSaiyan88

And then there were the pure aesthetes — the ones who probably have a VHS collection and feelings about synthwave:

“the 80s vibe animation is so hard” -@honolulu96820

So yeah, the vibes? A chaotic harmony of “this could go either way,” “please be cool,” and “I swear if they mess up the Uncut Gems score, we riot.” Whether you're here for the hot takes, the hipster hype, or just confused about what A24 even is, the reaction was loud, funny, and very online.

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Although A24's entry into the music business may come as a surprise, it is consistent with the studio's practice of breaking rules and venturing into uncharted creative realms. A24 Music might have a big effect on the independent music industry by utilizing its distinctive brand identification and devoted fan base.

One thing is certain while fans wait for further information: A24 keeps fusing music, cinema, and culture to create a multimedia experience that is both thrilling and surprising. A24's next hit might be a chart-topper, so whether you're a fan of independent films or music, keep your ears open.