So how is that expertise helping Atmosphérique’s artists get noticed in the digital age? For the head of the indie label behind Charlie Winston, Swann and Madness (recently signed for France), some things never change.

My motto: all solutions are artistic“, says Thonon. “It always comes back to the quality of what you have to offer.”

Thonon, who is bringing legendary British act Madness to play at midem 2013, also tells the story of how his label signed Charlie Winston after meeting him at midem 2008 (04:52 in the video); and so, asked whether other labels should come to Cannes in January (06:16), replies: “of course!”

This is the latest in a series of midemblog interviews with labels, on how their role is evolving today. Watch this space for more!

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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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