New Gen begins as a playlist series curated by Caroline Simionescu-Marin, who works as an editor at GRM Daily and later becomes an A&R at XL. The project then expands into an album centred on the New Gen Studio, a collaborative space for MCs, songwriters, mixers and engineers.

The studio brings together artists including 67, Ray BLK, AJ Tracey, Nines and Avelino. The first single taken from the album is “Ring The Alarm”, which features Tiggs Da Author and Avelino. Other artists associated with the label include Bonkaz, Kojey Radical, J Hus and Chip.