Playground Music, the biggest independent music company across Scandinavia, now launches a new electronic dance music label, Uniform Beat.
Some of the new acts to be presented at MIDEM 2012 include Smith & Thell (minimalistic, fresh & stylish electro/pop), Mayka (colorful mix of house & electro influenced by world music, ancient drums and movie soundtracks), Emma Bates (straight up four on the floor club music with a crossover pop appeal), Materikaa (alternative and electrified urban grooves with pop ingredients), Flip (deep, warm, uplifting and percussion fuelled house music) and many, many more to come soon…
The world is experiencing a strong wave of Scandinavian dance music right now. From Sweden, artists like Robyn, Agnes and September are climbing the international charts. Producer/DJ Avicii, who just turned 22, has released several big singles and sold out three consecutive nights at Globen, one of the biggest arenas in Sweden. Swedish House Mafia recently sold out the legendary Madison Square Garden in less than 40 minutes. Adrian Lux, Alesso, Icona Pop, Niki & The Dove, Albin Myers, Minilogue, John Dahlbäck, Eric Prydz, Style Of Eye, Rebecca & Fiona, Dada Life , these artists continue to get plenty of social media love and are regulars at scenes well beyond Sweden’s borders.
The new label Uniform Beat is spearheaded by Patrik Larsson, hard working music biz personality, long time A&R and manager. “With his musical depth, deep know-how of the industry and mix of local and international insights, Larsson is the perfect candidate to run the new label,” says Jonas Sjöström, MD of Playground Music Scandinavia.
“Our goal is to connect with new, fresh and up-and-coming as well as established talent,” says Patrik Larsson. “I want to work with Scandinavian creators primarily, but also with talent from other parts of the world. We want to bring in, contract, nurture and develop the best possible writers, artists and producers on a global level. Create successful brands and releases, and work across a broad musical scale and not hesitate to mix genres. We want to get involved with electronica, club, dance, techno, dub step, house, urban and pop,” says Larsson
By focusing on the true meaning of artist development and by connecting the right producer with the right top-liner, vocalist, remixer etc., Uniform Beat sets out to create international success stories.
Thinking outside of the box, ruthlessly mixing styles and genres, crossing boundaries and being on the cutting edge; this is how the label hopes to shorten the journey from the club charts and blog hype to commercial success. “I want to find true personalities – the pop stars of tomorrow and the ones that stand out or have not yet been noticed,” says Patrik Larsson.
Uniform Beat will primarily focus on digital singles and EPs, packed with lots of alternative versions and remixes. The distribution is worldwide through Playground Music and their partner Kontor New Media.
The promotion focus will be DJ´s, blogs, tastemakers, as well as traditional media. Third-party licensing is another important cornerstone and focal point, to other foreign labels, compilations, film, TV, commercials, games, brands etc.
A unique series of compilations called ‘March To A Uniform Beat’ will be released. Two-three times a year, the label is given an opportunity to launch new names, unique tracks or alternative unreleased remixes. “Like the Kitsuné compilations, we hope these releases will be looked upon as a gateway to what’s hot, new and fresh from Scandinavia, as well as being a guideline and source for what could be the next big thing,” says Patrik Larsson
‘March To A Uniform Beat’ is also the name of a touring club concept being developed during 2012 that will bring artists and DJs together for club and venue takeovers on a local and global level.
The first international launch of Uniform Beat will take place at the music conference MIDEM in Cannes between the 27th and 31st of January 2012.
Uniform Beat – a division of Playground Music Scandinavia AB
Patrik Larsson / A&R / patrik@uniformbeat.com / +46 708 28 69 69 / Uniform Beat, c/o Playground Music, Saltmätargatan 7, 113 59 Stockholm, SWEDEN / www.uniformbeat.com
