Move Confirmed: Avril Lavigne is L.A. Reid's Epic Records' Talent
Going back to her roots is an understatement, if you're referring to pop-rock singer Avril Lavigne's label switch.
She will be departing ways with her current label, RCA, to reunite with her former mentor and producer, L.A. Reid, on Epic Records, where the latter became president last July.
The 'What The Hell' singer first hinted at this move on a radio interview last month with Montreal's 92.5 The Beat.
"I am now on Epic Records and finally working with LA Reid again (he signed me when I was 15) re-inspired :)," Lavigne publicly confirms on her Facebook fan page.
It wasn't like producers and fans alike have not seen this coming. Lackluster sales of her latest effort 'Goodbye Lullaby' is a big factor, which, even with a third single already out ('Wish You Were Here'), failed to impact on radio.
As of last month, 'Lullaby' only managed to sell 277,000 copies in the US since its release last March, reports Hitflix. Heck, it sold better in Japan with 100,000 more copies.
This is a far cry from how much of a smash her debut disc 'Let Go' was in 2002.
Obviously, the pop songstress is wishing to ignite that spark which catapulted her first two albums, 'Let Go' and 'Under My Skin', to the top of the charts. Both were produced in Arista Records, under Reid's leadership as CEO and President.
However, after 2005, things changed when the label merged with J Records label into simply RCA, and Reid was subsequently released from his contract. Even though Lavigne's 2007 release 'The Best Damn Thing' saw moderate sales, it was different without the supervision of the record mogul.
The singer-songwriter has also been very public and vocal about her struggles with RCA about the release of 'Goodbye Lullaby', which was said to have been delayed so many times during a two-year period.
Lavigne still remains in the Sony Records' label family though - a group of labels that consist of both RCA and Epic, as well as Columbia and Dr. Luke's newly-founded Kemosabe Records, so there's only little adjustment needed.
Would this move signify her return to glory? Only time will tell.