On the Record
Long-running house night audio tonic launched their imprint nearly 4 years ago, and haven’t looked back since, gaining recognition and sales across the world. We sat down with label head and hot-shot music producer Raxon to find out more about how they did it…
The worst thing is… Going through demos that do not even relate to label, I’ve recieved hip hop and EDM more than once. A least do some research before you press send…
Our biggest seller is… Jimpster’s Remix of ‘Don Fly Away’ and Kolombo’s remix of ‘Stanton.’
We’ve had support from… John Digweed, Danny Howells, Steve Lawer, Danny Tanaglia, Betoko, DJT, Kruse & Neurnberg just to name a few.
What does your label sound like? Forward thinking house music.
The best online portal for us is… Beatport and Traxource.
How do you make yourself stand out? Simply by not following the trends and to be consistent.
You should keep an eye out for… AT033.
How does a smash hit happen?
Sadly in most cases these days it’s not entirely about the quality of the tune, it’s all about feature placement in Beatport’s main page and also genre section placement. DJ charts also make a difference.
How involved are you with UAE producers, how can people get in touch with you?
There are many great producers in town no doubt about that, but sometimes I feel a sense of giving up. I know exactly the feeling, that feeling after putting so many hours in the studio behind making a track then being excited to send it to label then in a matter of seconds you could get a response saying that it’s not for the label.
This sometimes puts people off and they get the frustrated. Welcome to the music world, it’s all about that, and you should not get frustrated. In fact that should make you go back and work a bit harder, it’s all a huge learning process, improving your skills in the studio everytime you go back and work more. O ur demo address is on our website and social media, and yes we check every single demo but unfortunatley due to the volume of demos we receive, we cannot answer back to each and every single one, but we do listen to everything. How hard is it to make money as a record label? Any record label exists as an expensive business card, the real money is in label parties and being present in the major events that happen ever year such as Sonar and ADE. It’s exactly like being a producer, you don’t really make money off selling track, it’s when you start getting booked to play because you made these tracks, that’s where the money is…
And what’s next for your label? We are on to our 32nd release now with Brazilian giant Wehbba and we are slowing down a bit with the pace of releases and focusing more on bigger names on the label, such as Climers, Rodriguez Jr, Shall Ocin. So keep your ears pealed for what’s coming next…