The ADE Hackathon (Dark Beauty at ADE 2017 pt.6)

For the first time during ADE 2017, I see light rain in Amsterdam. I’m making my way from DeLaMar to the back of the Centraal Station, where ferries dock. My circadian (and all other) rhythms are already messed up, so I’m not really worried by the fact I might not be on the proper one. While the ferry passes by Aitana (the hotel we stayed in with Martin), I am considering bailing out for the last time – as I imagine a comfy bed up there. One does not simply sleep at the ADE Hackathon. 

I had no trouble finding MTV Headquarters, really. An old shipbuilding facility, that’s now refurbished into a very very very modern workspace. What I really meant – it is majestic. All the fancy startups would be jealous. I’m signing my soul to Viacom in exchange for an ADE Hackathon T-shirt and making my way into something, that could be described as a lobby. But in reality, it’s a giant creative space, where your brain gets stimulated wherever you look.

ADE Hackathon at MTV NDSM

It’s me x100

I’ll be honest – it’s always nice when your peers openly think of you as smart. It happens to me and it’s a bit more than occasional, I feel special when it does. But my god, I wasn’t really able to imagine a 100 people just like me in one place up until today. Well, here we are, the illustrious “Brightest minds of the music industry” at ADE Hackathon 2017!

I’m passing by the DJ booth while looking for my teammates.

But first: How did we come together? It all began few weeks before departing to Amsterdam. I got invited to a Slack team with instructions. From there on, you pitch ideas in one channel, recruit team members or get recruited in another one. If you feel adventurous (I did), you create a third channel, where you coordinate everything with your newly recruited team members.

Fast forward a week before ADE Hackathon, it all gets shaken up – people change plans or… bail out. That’s harsh life of hackathon teams. Teams start panicking merging, and lucky for me – I manage to get into one that’s very active on Slack. Bruno from Brazil, Kellie from the US, Dennis from Rotterdam, Sebastian from Austria. Fresh minds, first-time hackathon attendees, known as “Ghosts ‘n’ Hackers” and guys who are making the Moov, later on. We adopted a flower-shaped couch and about 15 cans of beer. Why not.

Intro keynote

Meindert Kennis. This guy, CMO from Spinnin’. He talks about the magic behind their talent pool, innovation, and of course – he’s hiring. All the high profile names and brands support the ADE Hackathon because this is 100 rockstars that are able to disrupt the industry in a snap, literally. Everybody wants a piece of us.

We clap, try to speak with all the important people, get business cards, get job offers… And we are introduced into the hackspace – which is a huge room well prepared for being creative. By that of course I mean there are post-its and Red Bull in quantities that are possibly going to kill us.

Let’s think and have dinner

What happens when team members get connected last minute: you need to agree on a problem to solve first. Luckily, there are industry Pros from Phillips Hue, KPN Technium, and Woov staying onsite and are very eager to consult. Best thing: they are people who are a step ahead in the industry. Instead of consultation, we opted in to get as many insights about the development of their products as possible.

We are collectively leaving for dinner. What we don’t know yet is the location – it’s a secret. Until we enter a magical industrial area in the dockyard. With a huge DGTL banner and two full-blown stages. DGTL x Kompakt is happening here, tomorrow. And we already know what it’s going to look like while stuffing ourselves with super delicious burgers. That might well be the highlight until I suddenly get the silly idea to hijack the DJ booth. I get silly ideas in Amsterdam. Don’t ask. I am allowed to play by the organizers. At the booth in MTV.

People start dropping. Like flies.

While we iterate on our ideas, there is a sudden trend. Some people are leaving for a smoke and not returning. The last ferry leaves at 1 am, this is going to be a deadline. I think it’s mostly because some of the people are participating in their first Hackathon. The coffee machine breaks down. It’s getting colder (somebody left the doors open). This is what you would normally call a “shit hits the fan” situation.

It’s 1 am and my team is now Kellie and myself. We decide to call ourselves Ghosts & Hackers and are safely heading out of analysis paralysis. Bruno and Sebastian join us remotely later on to approve the final idea. We are going to build an AI-powered, geolocation-based recommendation system for ADE. All based on the problem, where best-promoted venues get crowded and people are not aware of alternatives because there’s so much happening. Suddenly bits and pieces start coming together, as we mock the first low fidelity prototype on paper. As soon as we are done, Kellie decides to move home as well.

My moments to shine

As the team’s chief of UX and UI, I need to create the wireframes first and ultimately ship the prototype and User Interface. ASAP. I have no idea when I finished, but I know Sebastian and Kellie did have already parts of the backend done. There is hope!

I need a place to crash…

Suddenly, it’s morning. I find myself on an inflatable mattress next to the elevator. Two hostesses who try and try not to wake us offer me a smoothie and I graciously accept. I feel like a hobo (and possibly look like one). A shower is something I’d enjoy now, but a stylish cap is ok as well. Yes, this is the moment when “Peter with the thinking baseball cap” was born.

I’m grabbing breakfast and a (possibly the 56th) cup of coffee. I make myself comfortable in the DJ booth and people seem to be waking up. So I did what I naturally would do – I started playing. Guys from team Angel App join me in the booth moments later and we have a tech talk while playing a b2b2b. After few mins, it’s just me again, but folks from team JokR are in the mood to dance. Here you go you beautiful French people, have some house tunes on me! (little did I know)

Kellie and Bruno come in and it’s time for work. Sebastian stays remote, and Dennis is sick at home. But holy shit. I just DJ-ed at MTV Headquarters!

Maarten, the most phenomenal host

We did have everything we needed, not just food and drinks, but also tech, data, and gadgets. And if there was something we didn’t have – we called Maarten. Maarten is the GM of Young Creators. He is the person who makes absolutely everything possible, is able to provide even more data on the fly in the middle of the night. He is inflating mattresses, repairing the coffee machine, making sure people are on Slack, and literally everything. Shoutout and a big round of applause!

Guys from Trancefamily can possibly picture me, on a party we were organizing – in full Duracell-Bunny mode – and quadruple that effort over 24 hours. Yes, that’s Maarten and I don’t believe he’s human 😀

Time flies when you’re having fun

Instead of picturesque description what happened next, I will leave it up to your imagination based on bullet points. We had about 5 hours left to hack, most of us pretty much nothing to show. Some teams didn’t exist anymore, others were thriving.

This happened for pretty much all of the teams including us, in chronological order:

  • “Damn, half of my team didn’t show up”
  • “Ok, one final update to the design”
  • “Ok, now that’s really the final design”
  • “Final_Final_Production.sketch”
  • “Ok let’s split the effort – you do the pitch deck, you do code, I do the final design”
  • “We all code”
  • “We all code and enjoy it in a very perverse way”
  • “Somebody messed up the commit”
  • “Oh crap, the Jury comes in and preliminary pitches start”
  • “This place is now a nuclear reactor of creative energy”
  • “Guys, hacking stops in 15 minutes”
  • [7 minutes later] “Guys put everything down and commit finals”
Preliminary pitches, Finals, and Winners of ADE Hackathon 2017

At 3 pm, we start pitching our ideas to the Jury. We need to show at least something and know there’s going to be some time to do some final_final_final touches. Bruno is doing the pitch for our team, and I’m commenting, mostly related to UI. I try to be funny with lines such as “look, there’s this Melkweg venue you’ve possibly never heard of, with a young prodigy Armin van Buuren setting the decks on fire”. Yeah, in our jury group, there are people from Armada and they don’t seem impressed. Dammit.

You’d normally be stressed as hell when doing this kind of pitch to an investor. In a hackathon setting, it’s pure excitement. There’s nothing to lose, and so much to win!

The hacking for ADE Hackathon 2017 stops, everybody does final commits and we all move out of the hacking space into the lobby. Guys from JokR hijack the decks, playing techno. I love it. We’re chilling out while we wait for the jury to decide 5 finalists. Maarten summarizes the past 24 hours in a slide deck. I hope the picture of sleeping hobos never makes it out of MTV HQ.

We are not part of the top 5. The finalists present their final pitches to all of us and it’s all amazing products. It’s no surprise that the most daring product wins. AngelApp – a drug consumption app that can save lives. Having seen intoxicated people collapse on the dancefloor a lot of times, I can only agree.

Little did I know

I have mentioned team JokR numerous times throughout this post. Their product was about “re-living the musical journey of yesterday’s party”. Which means: you open the app, lock your screen, dance. And in the morning, you get an e-mail with the playlist of tracks you loved so much, yesterday. Might be a nice cure for whatever stupid thing you did through the night 🙂

The technology is based on your phone’s motion sensor, which is an awesome idea indeed. The guys apparently tested it in the morning while I was taking over the MTV booth. Now we know, that Orkidea – Nana (Jerome Isma-Ae Remix) is the most banging tune. (And it is, for real). So yeah guys, enjoy your KPN special prize! 🙂

ADE Hackathon: An experience I never want to miss again

I’m bailing out of DGTL x Kompakt, even though we have free access thanks to participation in the ADE Hackathon. I’m calling my wife while floating on the ferry. I need to sleep and I need to sleep badly. And my head is buzzing from all the beer with creative energy. I know I need to sort my head now; the only thing now I’m sure of is that I need to resign from my day job to do stuff like the past 24 hours (which I ultimately did and built Discover DB as the first of many). I just had the time of my life.

(Of course, I did not sleep, at least not right away)

Obvious question is obvious: #TeamDarkBeauty on ADEHack 2018, let’s do this!

RIP music curation on Soundcloud? Discover Dark Beauty is no more

Soundcloud deleted Discover Dark Beauty along with several other music curation channels without notice. I’m wondering, if this means an attempt to take a bite off repost channels’ revenue. Looking at previous attempts to monetize, I’d say the guys in Berlin are starring into the barrel of a gun yet again (if true).

This is highly speculative and subjective content.

 

It seems to be a calm afternoon. I try to have a look on some cumulative stats of Dark Beauty while on the go, but it won’t load. I dismiss this as connection error. Two hours later, friends start messaging me they cannot find Discover Dark Beauty (I call it DBR internally, so I’m gonna stick to that as an acronym). Houston, we got a problem!

How DBR worked

I was launching DBR with one intention in mind: Instead of 4 niche-specific channels I’d need to follow personally, I wanted to group them into one feed, and filter it by quality. The backend consisted of simple APIs that periodically fetch newly posted tracks, and evaluate their popularity (comments, posts, reposts). The best tracks bubbled through the threshold. I logged into Soundcloud, opened today’s batch. After doing one more manual QA of each track, I have liked and reposted them on DBR (manually).

Surprise surprise: during testing, I found out that there is a wide overlap in people who like and repost almost every single track from that. The Dark Beauty niche is real! 🙂

Where I might have crossed the line was what happened afterwards. I started following people who were active on the tracks on DBR. As a result, I would get data, and get them to follow back. Soundcloud usually gives you a warning strike if you follow too many accounts at once, but I already know you’ll never get a warning if you reach out to 99 people per day. Noteworthy: you do not follow anyone twice – that raises flags. I was hoping to get an audience big enough to be able to pitch producers for eventual premieres on DBM. I won’t lie to you, if this would have worked and artists would later on start pitching their tracks to DBM, we could start charging them for the service – as some channels do.

Lesson learned: A music curation channel should serve the audience and help grow it, organically. I have crossed this off from the possible direct revenue streams, but am going to continue building one.

What this might mean and who’s going to suffer

I really do hope it’s me who broke the Terms of Service (I’ll look into that). It might become a disaster if repost channels start to get banned. It might be a disaster for SoundCloud. You could guess, that having a big audience usually means, that you also have a big mailing list. Instead of monetizing the audiences of Progressive Astronaut, Sweet Musique and similar, they could very easily lose them. The channel gets banned? E-mail newsletter out, and the community starts to move to a new place (Spotify? Website?). Money? Gone. Audience? Gone.

Since the upcoming one is yet another “music industry hacking weekend” for me, I’m including the topic of music curation to the itinerary. While the channel is gone for good, my API is not. I only need to craft some nice UI on top and voila.

Note: This is by no means an attempt to rant on any company or subject. I just analyzed a very unusual behavior, that’s all.

Dark Beauty in 2018 – Still an electronic music label?

It happened one Friday in later October 2017. I snoozed my alarm to realize I was going to be late to work. Again. Even though it was the best job I had to date, after a weekend spent in thoughts about future, I handed in my resignation. Today, a week after my notice period was over, I’m getting up 6:25. To annoy my wife, and write few hundred lines of code / text /marketing for Dark Beauty. For the next couple of days, my own electronic music label is becoming my full-time job.

So, what exactly changes? What are the plans? Before I can go deeper into that, let me share a piece of background.

Very openly: Dark Beauty started as an outlet for me and my aliases only. When it comes to record labels, most of the producers I know are frustrated about not getting responses, or not getting signed. Which was not really the problem I was facing: I was in a state where I could sign tracks, but then usually lost all transparency about what was happening later. When are my tracks going to be released? How much money am I going to make? Who is going to remix my work? Who gets the promos? Guilty as charged, these were all issues I was very eagerly pushing aside myself while working with ABTC Recordings a while back.

All was cool until I started working more in the product business in my day-to-day job. Suddenly, all my frustrations became opportunities, which I was validating during 2017. Especially the time at ADE was eye-opening. “You don’t start a record label in 2017” was the message I kept hearing, and… I agree. I’ll get to that later. I also had the opportunity to speak with the most powerful people in the industry and have a look how top labels like Spinnin’ and Armada are working with their data. Turns out, top labels do their job several levels better compared to what I perceived.

Based on this, the first thing that I need to change is:

My commitment to Dark Beauty

Long story short, signing artists, getting their music on Beatport, and eventually paying them is only about 1% of the work a good label needs to do. And in order to take it further, it takes what? Time. I wrote that I’ll be working with the label full-time for upcoming few weeks. It’s going to be weeks with almost zero income, which for obvious reasons does not work. After that period, I will set aside 2 hours per day and I have to take that time from somewhere. Which unfortunately means putting my Raavn brand on autopilot for few months (already happening since November – mostly means no new releases or remixes). A sacrifice I’d make any day.

Dark Beauty is part of Proton now

In past few days, I have finalized the transition to Proton as our new distributor. Our previous one was fine for previous purposes, but there were few issues I would need to address in the future. The reasons for the switch is mainly:

Transparency: With great power comes great responsibility. Every now & then, an artist would come to me back in my days, asking about how much he or she earned. That required me to log in, click through a series of filtered statements, export, calculate, get back to the artist. As you can imagine, it was not comfortable. Not mentioning that credibility of the label suffers if you’re not able to send back a number in 2 minutes. Every artist should be able to check himself (herself) and that’s what we (Dark Beauty artists) can, now.

Contracts: Hands down, the contract text of the paperbacks was hilarious, but it was a disaster to produce, get them signed, and imported. Now, our artists get an email, click a link, that’s it.

Opportunities: The friends over at Proton are not new to the industry. It’s a vivid community that knows whats and wheres. With joining, we can use a part of their credibility, which is already opening new doors for us.

Technology and communication: having perks like account monetization on Soundcloud is sure very nice to have. But what Jason and his team are doing absolutely well is proactive communication, that’s simple to understand and actionable.

I’ll be catching up with releases, finally

I have to confess, that I lost most of the agreed releases, because artists don’t like to wait. After remastering, “Timeless” will come out in February; Sierra Haven “Juno” in March, and Cold Hatred’s “Carol” in April (Spotify + Free Download). I’ll be scouting in Prog and Techno music for new exciting local names in the Prague and Berlin region. I’m aiming for 10-12 releases this year. I’d rather have less, with better music and a lot of great remixes.

Dark Beauty is having a sister label, soon

This is an investment for the future, aiming at emerging markets around India, China, and Russia. These markets have quite different attributes and are VERY VERY VERY exciting to explore. Target niches are Uplifting Trance and Main-room. I will be working with the awesome folks at Horus on this one. It’s possible there won’t be that much buzz around this project, tho.

Q1/2018: We’re repositioning away from an electronic music label

My friends and colleagues from the music industry have noticed that light blue notebook I’m carrying around. Yep, that one, with the bear 🙂 Some of you are joking about it containing a million dollars worth of intellectual property. Well, guess what? Turns out there really is a lot of great ideas inside.

What is Dark Beauty going to be, if not and electronic music label? First and foremost, it’s going to be a business. A product business on two levels. Yes, it’s tempting to say that music is about emotions, and that an artist should be in it for the good vibes, not for the money; that a label should be a family. And that’s well true. I want Dark Beauty to be a family; a well-fed family that’s intellectually stimulated, has bold goals, and celebrates achievements together. A family of artists, that want to make it in the industry, or die trying. A family of artists that take actions instead of sobbing with lame excuses.

Q2/2018 DBA and DBF (Thanks to working for IBM I’ll never be able to let go of acronyms)

So where is DB going to shift from an electronic music label again? I’m heading into the product sphere from two different perspectives. The way most indie labels operate is: they perceive (or don’t) themselves as the product. They put out music as “The Label”. I want to level up that game by building artists as separate products. Instead telling the story about DB, I’ll be maintaining distinct artist stories of whoever comes in. In order to be able to support and grow the family (I’ll refer to it as “DBA” from now on – A is for Artists), I’ll be building industry specific products. People are able to build industry-changing apps in 24 hours, so I don’t se a reason why I couldn’t build 7 products in 12 months (I’m saying building, not launching). Goes without saying I have a budget for it.

The core

While in Q1 I’ll be focusing to identify first members of DBA (Looking at usual suspects like Martin Michniak and Nephyx, hi guys! 😀 ), I’ll physically build that thing in the second quarter of the year. How it’s going to look like? I don’t know. But I sure do know that it needs to retain every piece of information that I share there, so I don’t need to repeat myself with everyone who joins. I want to cover an artist brand development roadmap first and foremost: From brand New artist, through Emerging brand, Local hero, into a Global hero. I’m also seeing a network of visual artists, as well as managers being part of the inner circle of DBA. DBA will also cover management issues (a.k.a. happily showing the finger to promoters who’d love to see you perform for free).

The inspiring outer circle

Once there, we will discuss about DBF (F for Focus). I do have a very specific network of people I absolutely “click” with. They can be identified by being able to have a bi-directional conversation with me (Meaning: we were able to intellectually enrich ourselves, both ways 🙂 ). I want to expand this network of people. The trait they share: everybody wants to make the world a better place, and is not afraid to dig in. Most of my great ideas come from talks with these people. I know why I want to bring them in, question is how and what to do.

Q3/2018 Sample Packs, HAZE2 and DBM

“Sample packs? Seriously?” – well turns out there’s still room to bring fresh sounds into the game, especially if you have an analog at home (I don’t but it’s planned). Niche specific sounds, a fresh perspective on packaging. It’s going to be primary a way for DBA to get inspired, but I believe we can get a buck out of it later on.

Lessons learned from 2017: 2 months are enough time for 2 remixes only. So this time I want to allocate 6 months to make the HAZE compilation better by having at least 6 remixes. I already started poking around, gonna pitch tracks to remixers in Q2, and will chase for the deliverables in Q3.

My current consulting biz (Problem solver for music industry) will also join the Dark Beauty umbrella, and will be rebranded as DBM (M as Marketing). After implementing rates, my world got polarized into the half which tells me I should charge more, and the other half who are never going to contact me again. There’s going to be possibly a more affordable version for the general public (maybe even free, don’t know yet), which will in essence guide you to solve your issues using DB products. It’s not going to be applicable for DBA, people who can make it in are worthy of my time investment.

Running an electronic music label successfully? All in the mind
Q4/2018 ADE, DBF, End of year evaluation

There’s going to be a lot to talk about at ADE 2018 if all goes well! I’ll be extending mostly personalized invites to DBF, as well as talking to artists and targets for our product line(s). If there’s a Hackathon, I’ll fight hard to bring a whole team to the hacking table.

After ADE, I’ll try hard to develop DBF, possibly with some outside mentoring. The goal is to be of such relevance at that time, that whoever I would like to bring in, would consider it a very worthy challenge.

I’ll wrap the year in between Christmas and NYE with some analytics. What did work? What did not? Does DB have active revenue streams? How did DB do financially overall and what’s the trends? And then early on in 2019, I will make the decision together with DBA and DBF: to either plan to scale what’s good about Dark Beauty, or kill the project altogether (to make room for something else).

Why the changes? Why can’t you just stay an electronic music label

Short answer: Cause a small indie electronic music label can change the world only with help of what they release. There’s exciting times for all artists ahead, and I want to contribute to the future of music.

Long answer: What I was hoping to achieve at ADE 2017 was to find ways to bring Dark Beauty under a reputable umbrella, because it will never survive as a one-man show. To be part of the future of the industry, in my opinion you need to go big. Balls deep in. Didn’t work unfortunately. I was too overwhelmed from where the industry itself is compared to the state of DB.

Later on I had talks with great labels that are struggling in my opinion. I tried to listen to the concerns, tried to think about ways how an eventual merger would help both. Unfortunately, label owners are almost exclusively the cause of 100% of their problems. Excuses like “If I had the skills, time and money, I’d own the world” are statements that are a showstopper for me personally.

The wrap up

If one does not have a perception of at least one of skills, time or money, I think there’s something very wrong. I’m now talking about 3 totally different labels (one of them is out of operation already) who are more less saying the same. Then I have a look on collectives like Monstercat, and am like: WTF? How can there be such a gap in mindsets? I don’t really want to solve this particular question, though. I think you are not able to fix a broken mindset, but you sure as hell can be the inspiration for that mindset to start changing. And that’s what I ultimately want to do with Dark Beauty. Inspire with success stories.

p.s.: Yup, I did use the words “electronic music label” in a slightly sarcastic way. It’s also good for SEO.

Money is what it’s about… until it isn’t (Dark Beauty at ADE 2017 pt.5)

It’s few hours later after the most amazing party ever. Martin is already gone and a lonely can of RedBull is staring at me from the hallway. I am due for a meeting early on, but luckily – the sad alarm clock sound is soon followed by a happy mail notification. My counterpart cancelled the meeting, so I can sleep more, and dream more, about today’s topics: Brands and Money.

The meeting cancellation was most appreciated, but still didn’t get me my 8 hours of sleep. Way past noon, I’m making my way to the DeLaMar Theatre, in a post apocalyptic state of mind. Cheeseburgers didn’t make me feel better, but a triple espresso did. Yep, the coffee at ADE venues was amazing. I get a text from Martin and follow to the main panel room to hear about…

Marshmello and Alan Walker

I learned about Marshmello not so long ago thanks to the parodies of CVNT5. Obviously, the brand for him is mostly represented by the bucket on his head 🙂 I was not really sure about Alan Walker, though. Until I heard his track, Faded.

How much money does Marshmello make?

I have to kinda admit – I was not the best in paying attention to the panel, still trying to shake off past night. What I can tell, though, is: you can build a sustainable brand with something special, or something really authentic.

“I need to start doing shows, making music no longer provides enough money for my living”

A panel called “Best and Worst of how to run a record label in the 21st century”  started with a very obvious statement: Doing music and selling tracks is not going to cut it. It possibly does not ever since the end of 90’s. As a specific example, Stephan Bodzin was brought up as a producer, who needed to start DJ-ing and doing live shows to be able to live off music.

Need income? There’s a ton of opportunities out there. Writing music just isn’t really a viable one, if you’re not Maarten Vorwerk. You can still build empires of your own, but as business 101 states very clearly: don’t focus on just one revenue stream.

The final panel for me at ADE 2017 is very interesting, because I’m facing the people I look up to with huge respect – especially Nadine from Armada. What they say makes perfect sense: You’re an Artist, and Art needs to come first. Of course, Music is not a non-profit industry, but there’s people who can help with business if your Art is perfect. Heck, Business is an Art in itself for many of them – and I proudly include myself here.

Having watched the Deadmau5 Masterclass (a million times) recently, I did have that itch. To reach for the mic and dare. Dare to ask the most influential people in the industry:

“Are demos the only thing you consider when signing an artist, or do you look for an artist with a brand already built?”

The panel responds (also including Tommie Sunshine, Austin Jacobs, Luke Solomon, Jennifer Cardini) almost identically: We live in exciting times, where music is just enough to get signed to labels, even top ones like Armada. To be honest, I was surprised. Mau5trap, based on Joel’s words, does look for the whole package. A big pile of money. Is Mau5trap missing out?

No time for any more talks unfortunately. My alarm rings. I need to leave in order to meet the other 99 brightest minds in today’s music industry.

Raavn pres. Setwork #32

The final regular instalment of Setwork for 2017 is here. And it’s dreamy, deep, orchestral, cinematic, and very moody. 

It feels like I found a blueprint for the selection I love, the past few sets have a very distinct vibe. The 32nd part of the series spanning the past 7 years is one of the best in terms of what DJs call storytelling. Yes, the mix is not perfect, I did not care about harmonic mixing at all – it’s about the Journey and the Destination.

I was mixing this episode of Setwork rather late at night, and it took me 1.5 hours to get out of the state it brought me into – especially thanks to the resolve in form of Quatri’s track “Into the Oblivion”. Brought shivers all the way.

Also, I possibly might have a teenage crush on Nølah 🙂 She’s easily became one of my go-to artists this year. Worthy of a mention are also the amazing guys over at Saturate Audio, who are currently reinventing themselves into a very promising progressive label. The music is already there, no doubt – just give them a listen and you’ll fall in love.

 

Tracklist

01 // Baime – Tyras
02 // Dario Dea – Symmetry (master)
03 // RY X – Lean (Fake Mood ‘Sleepless’ Mix)
04 // Roma Moss – Full Moon Riders (Original Mix)
05 // Max Richter – On The Nature Of Daylight (Retza Edit)
06 // WhoMadeWho – Heads Above (Fake Mood Remix)
07 // Rupert Gregson Williams – Duck Shoot (Bloody Shelby edit)
08 // Artsever – Picturesque (Original Mix)
09 // Following Light – Peripatetic (Original Mix)
10 // Nølah – Lost Island
11 // London Grammar – Rooting for You (Robero remix)
12 // Quatri – Into The Oblivion

Innerspace played at Transmission 2017!

While we aren’t really a label focused on trance, we will never hesitate to release a trance track that’s Dark and Beautiful. Proof of that is “Innerspace”, a track by our household name, Martin Michniak. It’s incredibly humbling to get the kind of support we got during the recent weekend – a play at one of the greatest trance event there is: Transmission.

Thomas Coastline has our deepest thanks for including the Division One remix of Innerspace in his warmup set. For a small, young label like us, it means the world.

Pic by Martin Michniak, author of Innerspace

Why, you ask? During Transmission, there isn’t any real warm-up period. As soon as doors open, people start to pour in. The limit is just the capacity of the gates and security checks. Which is why, 11:30 minutes into the first set, there were already thousands of ravers on the dance floor. Exposed to the sounds of Martin Michniak, and Dark Beauty.

The whole set can be found here, and rumors say there might even be a video. You can download the track here.

Thank you, Thomas, for playing out Innerspace once again. You’re awesome! 🙂

Found (Dark Beauty at ADE 2017 pt.4)

I’m sitting in an Uber. The way over to Q-Factory is kind of complicated for me tonight, so I’m spoiling myself (as I do the whole ADE). Since Martin is not with me tonight, I’m enjoying speaking to Imad, my driver.

Uber Drivers are quite happy about ADE. The business is good, especially when the night falls. We’re speaking about lives of musicians, about moving to the Netherlands (not necessarily Amsterdam), about the Dunes and the beach. As soon as I mention Haarlem as the city I love and want to move to, Imad’s eyes shine. He’s from Haarlem.

Coat check and security done, and I make my way up to the rooms. The locker service is a bit expensive for my taste, but I go for it, since there seems to be no cloakroom. As soon as I lock all the stuff I won’t need, I feel relief. Expensive lockers are a good thing. You have control, there’s no queue to get your stuff afterwards.

The fam is already here (“The all-black family you never thought you had”). I hope it does not sound careless, but… At Lost&Found events, you don’t really need to care where your friends are. Everybody is your friend here.

Since I plan to spend more time here than yesterday at WU, I’m buying more tokens. As I learned few minutes later, the pricing is a bit different to yesterday. I’m destined to drink tonight. A lot.

The room is packed. I’m vibing to the music I love, mostly with my eyes closed. I don’t really care about who’s playing. It’s official. I’m not “mostly into trance music” anymore. It’s a feeling of relief. I feel like I found my new self.

Flash forward two hours later. I recognize Khen behind the decks and realize this is the side room. The embarrassing part of the evening ends when I confuse Guy Mantzur with Sahar Z. It’s all ok. Everybody smiles. Lost & Found is a true family. Behind the decks, on the floor, around the venue. DJs who are not playing at the moment are behind the DJ booth, dancing and enjoying themselves. I’m so grateful that this lineup came together for ADE.

I was already tired, but still having the time of my life. Bumping into Linda, one of many fellow ravers I regularly see around the world, makes me come to reality for a bit. I grab a bottle of Desperados (my new go-to drink), and start to recognize more familiar faces. It’s quite full and quite loud in the main room (yes, I managed to find it), so I decide to enjoy myself instead of talking. I’m challenging myself to go to the front.

The 2nd frontline experience at ADE

You are never coming back from the frontline experience at Lost & Found. I’m almost at the front row when Guy J starts setting up, preparing to take over from Chicola. I’ve seen those guys play so much recently, and yet it’s never the same. The music is not so loud anymore, since I’m in a blind spot. Most of the people in the front row seem to know each other for a long time, so it comes as a surprise they start interacting with me in just a few minutes.

Being nice is not punished here, which is awesome (since I tend to come along as the guy who behaves well). Guys are nice, because they know you’re not hitting on their Ladies – you are just being friendly. Ladies are nice, cause they enjoy the unobtrusive attention. For some reason, there’s a lot of respect overall. It’s a homeostasis, except for the moments when the pyro a flames hit. But even after that, you unite in… burned eyebrows. I see Emiel nearby, a party buddy I know for a long time already, and decide to say hi. My new friends seem upset, but hold my place in the front row and act relieved when I’m back.

Did I mention that I bought a lot of tokens? Well, you obviously can spend those with your new friends. Unfortunately (for me), expect that this kind of small favor is always going to be returned. Everybody feels like gifting. May it be drinks, or smiles. It almost feels like what I imagine Burning Man to be.

Lost & Found ADE 2017 by Lieke van Kalken
Lost & Found ADE 2017 by Lieke van Kalken

 

The music is pure magic

Guy J is playing and people are so immersed in the experience, they barely breathe. It’s the standard mix of percussions, hypnotic bass lines, and beautiful melodic breakdowns. The time feels like standing still, but flies fast as hell. It’s the time, where both Guys are supposed to switch, but seem to have slight tech difficulties. Guy J gets an extra 30 minutes and steps on the gas pedal. The vibe gets harder and we all enjoy it.

As soon as Guy Mantzur and Sahar Z take over, I check my mobile phone to realize I missed my tram. There’s so many things I need right now, most notably a bit of fresh air. There’s an itch in my right ear, so I’m pulling out my earplug to immediately lose it on the floor without any hope of recovery. It looks like it’s the sign to leave, but it’s not going to be easy. I need to high five, hug, and kiss hands of (while I do this only to people I feel to respect, this might be the ultimate icebreaker towards your sudden crush on the dance floor) my new friends. Some 10 minutes later I’m out of the main room, in the hallway.

I realize I did not pee for the whole evening. I’m getting rid of one more token, yay! I’m opting in to listen to the main room from the hallway for some more time. It’s still so good!

This is to shed light on the story of the lonely open can of Red Bull

It’s 6:13am. I have few tokens left. My tram is due in about 5 minutes, so I’m opting to invest into the treatment of what is expected to come when I get up in about 3 hours from now. I’m ordering a can of Red Bull. The 3 seconds afterwards come to me in something like a slow-motion: the bartender picks up the can, grabs the seal, and while I try to breathe in to tell her to not open it, she pulls. Pssst… My plans for the morning seem ruined. I want to go to sleep…

So: Can a lonely open can survive a 50 minutes trip to the hotel room? Answer: Yes, it can! I see my lovely friend Betty online on Facebook, so I’m sharing the story as I walk. She seems annoyed when I ask her why she’s not sleeping. Today, I live in an alternate ADE reality, where there’s no such thing as getting up to go to work. But Betty is a good, understanding friend. My story of the night made her morning. And in a flash, I found myself opening the hotel room…

My best party at ADE (and possibly, ever)

The statement is true. I had an experience that possibly redefined how my next 5 years of rave-life are going to look like. I’m pretty sure we see each other. Latest next year, same place, same party, front row. Promise! ❤️

Your new life as a musician – The first day

It’s 6am. Your alarm clock did not sound, yet. You are already awake, putting down the to-do list for today. Upcoming: a glass of warm water, an avocado sandwich, 10 minutes of meditation, 30 minutes of Yoga. The perfect morning of what you think is your new life as a musician.

You turn on your computer. Starting with mundane tasks, shooting few e-mails, responding to the odd message on Facebook. You upload a selfie of yourself on Instagram, together with a motivational quote about sunrise, or whatever. An hour later, you have two likes. And a comment, offering you 5.000 followers in 2 days.

You go on to research your niche, because that’s what you read you need to do. The task is to identify influencers, like all their social presence, even post some comments to their tracks and mixes. You do not have the time to listen to them, but hey – they are influencers. Their content must be perfect, right?

After a healthy salad for lunch, you set down with your laptop in the Cafe around the corner. While enjoying your third flat white, you are finalising the 60th pitch to the last repost network on your list.

You put on trainers and go for that hour of running you scheduled in the morning – hoping for the best when you return. An hour later, you share your 6.18 km run including a map to Facebook. Your mom likes it. She was not able to get you out, when you were a child. Never.

It’s time to hit the sack.

But You did not get the recognition You hoped for. Hell, You even thought You are entitled to it. Why? Why did it not come?

It’s because everything needs time.

And because Your music sucks.

Wake up into your real new life, Neo…

Book that made my day. It changed my life this very moment.

My wife bought herself a book. She’s probably never going to read it. It’s beautiful. Unique. Inspiring. And it’s now mine (note to Zuzana: sorry if you just realised the hard way).

Together is Better by Simon Sinek is a small, but powerful book. It took me 15 minutes to read. It’s amazing.

My favourite book: Simon Sinek - Together is Better

I am going to read the book tomorrow. Possibly the day after. Again, and again.

Because I absolutely believe that positive leadership can make the difference in the world.

Be there to be at the top (Dark Beauty at ADE 2017 pt.3)

Oh boy did the both of us need that night of sleep! Day 1 was intense, the days to come promised to be even more exhausting. On the other hand, we already knew: The way to make it in the music industry is to be here, at ADE, every year.

You probably know that it takes that special something to draw people to you in a crowd this big. For that purpose, you have a very special asset that is just right for this occasion: The Badge. During my first years of being a (remotely) known festival DJ, I used to proudly wear that piece of paper with my name as visibly as I could. getting older, I realized it’s not that big of a personality magnet as I imagined it to be, so I started to wear those under shirts, or not at all. During ADE, your badge is the thing that makes or breaks random contact. I won’t remember cheesy names (like, ahem, Dark Beauty). But I sure will do remember Bassfart. I’m so making my badge funny next year!

But really. If you want to launch a start-up or product in the music industry, Amsterdam Dance Event is the best launchpad how to attract Customers, Mentors, or Investors. Everyone is there. Everyone has an agenda. Everyone can make two agendas fit. There are two great stories, how to do that:

I’m entering the venue right on time. My phone rings with a message from Paulie from Inflyte – a platform for sending out better promos. That was something I was deeply interested in because it’s one of the pain points of the label. In the comfy seating of the networking area, it really didn’t take long to convince me to try. You see that you’re speaking to humans that once had this problem themselves. Beats the sleazy long-form sales page anytime.

India. There are literally a billion people there… suddenly at the point of having an internet connection stable enough to sustain streaming music. I love people who are forward-thinking, business-oriented, and awesome to talk to – which Nina and her team at Horus totally are. They do music distribution and PR, paying close attention to relations with emerging markets. Feel like starting a new label in the nick of time? I sure did! Say hello to Vivid Flare. Finally a place for all that Uplifting Trance from Russia (jeez I’m so going to regret writing this, anyone interested in an A&R opening 😀 ? ).

But you don’t really need an appointment to meet awesome people around. Just be nice. Say hello. Ask where she’s from. Lend him your pricey Sennheisers to calibrate sound for his camera without second thoughts. This is how you make cool friends from all around the place. Sure works most of the time, as mentioned: at ADE, everybody has an agenda of his own, so make yours meet and you’ll be fine.

It’s all about money, money, money on panels today. Ever heard of Monstercat? Yeah, a heavy business sugarcoated in fresh young paint, and a community of geeks, gamers and young visionaries under the hood. Revenue opportunities? Everywhere you dare to look! Like, do cool stuff for gamers, rake in money. Easy. Hey, even I was a gamer once. I mean, I still am. Business ahoy!

Selling music is Dead (as punk in 1980’s). And there’s tons more money to make. Designer merch, streaming, monetizing video content, perfumes, mobile apps… We live in exciting times, where your money isn’t held by that office fatty anymore. It’s here, yours for the taking. The world of music business is getting young, fresh, and profitable as hell. And yeah, if you are a DJ and producer, who’s able to solve his own pain points, there’s definintely friends around you who will appreciate your solution as well, even for a modest fee. Not scared of doing localised content? Bollywood infused EDM targeted at India? Or, mellow deep house with Chinese lyrics? There’s a guy who does it all. Meet Sam Feldt – #75 DJ in the world, and a brilliant mind. It was a privilege. And it was time to visit De Brakke Grond.

The air in the keynote auditorium was blazing hot. Panelists: Tiga and all the other people he didn’t leave much room to talk 🙂 It was pure bliss to listen to the guy spilling liquid gold of wisdom, wrapped in humor. We sure learned he does not have a special affinity to “Sunglasses at Night”, one of the signature tracks of his. He calls making commercially fitting tracks as “professionalism”, and I cannot agree more.

Martin joins me after his own round of meetings just as Surgeon and Lady Starlight start their live performance, with a short Q&A afterwards. Every panelist is kind of funny today. Did the acid kick in already? We make one more round to have a look at all the toys lined up, ready to play with new geeky temporary owners. I fall in love at first touch with what is becoming my next investment – it’s a Moog. Anyone needs a kidney in relatively good shape?

Oh, by the way. If you told yourself while reading: Yeah, I don’t need ADE to make it, I’m already up there… up where? Stop lying to yourself and come down to ‘Dam next year to have some pretty serious fun 😛