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For the independent dance imprint’s marketing manager, artists need labels because “you can’t get anywhere without a professional team who know how to build a hit; how to mould a track and A&R it in the right way. Artists may say “don’t mess with my track…” OK then, do it yourself, but be less famous! That’s essentially what you want to be, right?”

That said, Kennis admits label’s roles have changed a lot recently. “It’s not about selling records anymore, it’s about online authority,” he says. The role of labels as “hit-makers“, however, remains as topical as ever, affirms Kennis.

Hence Spinnin’ Records considerable investment in YouTube. The label has 5,000 years’ worth of content on its channel, and Edward Maya’s track “Stereo Love” has 181 million views alone. The label’s YouTube channel is as such an industry reference, as a key pillar of artists Afrojack, Sander van Doorn, Bingo Players and Tiesto‘s “online authority”.

 

Shot at Amsterdam Dance Event 2012, this is the latest in a series about the evolving role of labels in the DIY artist era. Check out all of our “Who needs labels” interviews here.

Register for midem 2013 here.

 


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About Author

James Martin

James Martin is Head of Social Media for Midem organisers Reed MIDEM. This includes defining and rolling out Midem's social media strategy, editing midemblog, influencer outreach, developing Midem's fanbase of 75,000+ music professionals and more.

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