A leading hard EDM label Dirty Workz founded discuss future plans for 2019, how the labels are the key factor in marketing the artists, main difference between European and Asian Hard Style and many more.
AsiaLive365 is here with Belgian EDM label Dirty Works to discuss future plans for 2019 including their large merchandise, the importance of having a label as a marketing tool for the artists across various platforms. Followed by DJs from Dirty Workz that will be performing at Tomorrowland this year, the digital era of the music industry and how that has become a main factor in marketing! Read Below for more.
ASL365:Tell us more about Dirty Workz? And what are the plans for 2019?
DW: If you do not already know, Dirty Workz is the world leading Hard EDM label. Not only are our artists important, but also we take great care to be as close as possible to the fans – listen to their questions and answer them at our fullest potential. On top of that, we also have a large merchandise store (we deliver to all countries all across the globe) for which we create and produce not only label branded merchandise to wear but also that of our artists.
We represented some of the genre’s leading artists such as Coone, Da Tweekaz, Psyko Punkz, Wasted Penguinz, Sub Zero Project and many more. We have also just launched a platform catered for newcomers to the scene and also allowing them to work closely with content creators so they can use our music in their videos – copyright free.
Furthermore, in 2019 we’re working closely with a great partner to bring the brand and its artists to the Asian market – so look out for a an event coming your way!
ASL365: How are labels shaping the landscape of the music industry today?
DW: Labels, at least if done right, are a key factor into marketing an artists music across many different platforms and both on and offline. An artist is in charge of their creative freedom and the label has to ensure that it maximizes as much exposure and in an extension, also income, for the artist. So, it’s always good fun to tower on new projects, new ideas and to not only be stubborn and keep doing things how we normally do things, but also watch how the landscape moves, listen to the ideas and wishes of artists and fans and how they react to in order to stay ahead of the game.
So, it’s not just about putting music on a streaming or download portal – there is so much more behind it all and its just immensely important to always keep your eyes and ears open for new things to utilize to make sure that the brand as well as the artists and its fan base can keep growing and flourishing in this fast paced world.
ASL365: What are the advantages of signing with an established label?
DW: First and foremost, the largest advantage – depending on the label – would be its reach and exposure. It’s up to a label to introduce an artist to its fan base, and it’s definitely not something that happens over night. Many years goes into building a fan base, and with consistency and perseverance we believe that there’s always room for new and exciting artists to build a fan base.
Furthermore, established labels know what they’re doing. They have partners and know the right people for the right job. From artwork to video clips, to streaming curation, how to push videos online, how to capitalize on social media and things like that.
So, we think that there should always be a good harmony between labels, artists and fans. We’re all in this together!
ASL365: We noticed that there are 16 Dirty Workz DJ performing at Tomorrowland this year. How crazy is this?
DW: Oh, yes! It’s amazing right? Good thing is, this isn’t limited to only this year. For instance, Coone has been able to perform at every single Tomorrowland edition since the very beginning. And he even got to perform at the Tomorrowland Main Stage in 2018 – making him the very first Hardstyle artist to perform on that stage. 2019 sees Da Tweekaz take over the torch to show the World their take on Hardstyle on the Tomorrowland Main Stage.
Also, did you know that Dirty Workz had a stage at Tomorrowland in 2016? After that, we also supported Coone (& the Gang) with multiple hosting at Tomorrowland. So, it’s always like coming home from us. And technically, it’s almost in our own back yard 🙂
ASL365: Is it important to be a DJ and a producer nowadays in order to be noticed by the label?
DW: In all honesty. No. Obviously, it’s important to be a good producer and to deliver very exciting, fresh music. Because a label works with music and not with “performances”.
Of course, it’s also important for an artist to be able to show his or her music to a broad fan base, and the perfect way to do this is to DJ at festivals, clubs and events. But, to sign at a label – we don’t think it’s highly important to be a DJ. It definitely helps in ‘choosing’ an artist – because labels receive so many demos, they do have to make a choice as to which artist to work with. But – mainly a label just needs music and a creative artist to work with.
ASL365: How to prepare a demo and making it stand out to the hundreds of songs send to a label daily
DW: Well, that’s a good question. By the amount of demos we get on a weekly basis, we notice that everyone wants to be a DJ or producer and most can produce music “somewhat”, but not all of it is quality. And that’s where you can stand out. If you deliver music that sounds high quality, the mix down is good, the idea is good – it’s only a little bit of extra work to fine tune for release. So, try and be original. Don’t copy other artists. Labels want to hear something fresh, something out of the box and something special. It’s not exciting to release music that sounds like 10 other tracks out there.
Also, if you do send a mail (we actually stop accepting mails, because it became too busy) make sure it’s short and to the point. Send the tracks you believe are your best work. It’s also best to send at least 2 tracks so the label can get a feeling of what you stand for. And definitely do not send your tracks as an attachment but use a service such as dropbox or even soundcloud to share your music.
And of course, if you don’t get an answer immediately, don’t hesitate to check up on the mail after a week or 2. It can get very busy and labels don’t always have the time to sit down and go through new tracks. So, it’s always a good idea to follow up on your mail – but try and not be too pushy, or you’re not going to make a good impression 🙂
ASL365: Who is your newest signing to the label? And what makes this artist standout among the rest.
DW: We’ve actually got about 3 new signings coming up in the next few months. So, we’re excited to share that very soon. But for the moment, still a work in progress.
The last signing we did to the DWX Update (talent) label would have to be “Betavoice”. He’s a young guy from Russia. He’s advantage would have to be that living in Russia, he doesn’t really have a lot of artist friends living around him – especially in the genre “Hardstyle”, so he’s not being heavily influenced by any other artist that much. So, it’s very refreshing to hear his music. As it stands out quite a bit from what we’re used to. And we like that. It’s what makes an artist unique, and it’s up to the artist to really build on that and push hard to make it.
ASL365: What is the main difference between the European Hardstyle Music and to Asia Hardstyle Music? Would Dirty Workz keen to look at new producer out in Asia?
DW: Is there a real difference? We’ve heard some tracks from Chinese artists, but I think the main issue is that those artists are trying to sound like a “European” artist. And that’s not exactly what we want. We think it’s important that there is some kind of a connection to the European style, but also with that uniqueness of what’s hot in Asia, you know? Like, maybe Asia likes anti-climaxes or some different form of kicks, or a different way of making a melody just anything that is “fresh”. It’s hard to explain, really. But we think Asia has an advantage in that Hardstyle isn’t as heavily widespread as it is in Europe, for instance so there is a lot of room to experiment and to do something different.
As to the question, are we looking? Yes – we are looking and we’d love to sign an Asian Hardstyle act 🙂
ASL365: Streaming streaming streaming – do you agree that streaming is saving the Music Industry
DW: Absolutely – 200%! We have to admit though, a few years ago. It was still difficult to really understand the power of streaming. But, wow… streaming is just a godsend! Not only on the financial part, but marketing wise and the global scale of it all – it’s just very exciting. Furthermore, where downloads used to have a lifespan of say 1 month, before the track was forgotten under the dust, streaming allows for a track to live so much longer. Basically, a track can even become a hit even after a year. It’s just such a powerful medium. And it really took down a lot of the illegal downloads as well. Obviously not fully, but it’s so much more easier to stream a track than having to wait for new music, then search for it somewhere online and then download it and then add it to your music library… you know? Streaming is just like “ok, here is the track – get listening”. And it’s so much easier to discover new artists, new types of music and really is an adventure for the listener. So, we’re definitely happy about streaming.
ASL365: With more and more Dirty Workz artist performing in the best festival around the world, any chance for us to see Dirty Workz label night in Asia?
DW: Oh definitely. Some of our artists have been performing in China / Asia for a few years already. And each time they come back they keep telling us how big the genre is getting over there. So, we’re definitely excited to start working in Asia and to show the Asian people what we stand for and how we work together with the artists and fans. Actually, we do have quite a few fans that we often talk to on Instagram or Facebook – and quite a bit of them are also on our Youtube channel. So, we do notice that there is quite a following already.
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