VOLTA label boss Victor Ruiz imparts some wisdom for artists who are thinking about starting their own imprint.
Brazilian export Victor Ruiz has become renowned for delivering vibrant techno tunes to the masses over the past decade. Currently based in Europe, he’s taken the stage in countries ranging from the US and Canada to Germany and France while also trotting back down to the Southern Hemisphere for shows in Australia, Argentina, and more. While Victor Ruiz’s performances have hypnotized crowds near and far, his releases have also kept everyone dancing until the break of dawn.
Not only has Victor Ruiz delivered impressive tracks on labels such as Drumcode, Suara, Noir Music, Factory 93 Records, and Sprout, among many others, but he also heads up VOLTA. Launched in 2022 with the release of his Pura Vida EP, which featured three peak-time techno tunes, the label has since featured a number of other talented artists as well, such as Ignacio Arfeli, Tomas Otero, Lisa May, and ANDATA. Beyond the music, VOLTA’s mission is also to give back to others in need, with 10% of profits from their releases going to charities chosen by artists.
This month, Victor Ruiz returned to his imprint for the first time since it began to grace listeners with another fantastic EP, Touch The Darkness. This release offers another ride into the depths of the techno realm that’s filled to the brim with everything from dark, driving beats to acid-laced tones as this maestro guides everyone to a different plane of existence.
Touch The Darkness is available now on all platforms, but Victor Ruiz went a step further after dropping his latest release by sharing some of his top tips for other artists who might choose the path of being a label boss in the future.
Victor Ruiz’s Five Top Tips for Starting a Label
The music has to be unique. You need to create a sound palette that will make people know what to expect from your label. Don’t make generic stuff. Otherwise, the label will be generic and sound generic. It has to be special. And this connects to the next tip.
Don’t look at your “neighbor’s garden.” Focus on what you believe and go forward – even if it’s something completely out of the box. Don’t be afraid to be a pioneer, even if people tell you you’re tripping. Trust your gut and move on. You only have one life, so better do what you like and believe.
Treat your artists fairly
I know it goes without saying, but it might be easy to get carried away and think you’re above all the artists just because you’re the “headmaster.” All should be on the same level. Same deals to everyone, fair deals. Treat them right, and they will be super happy to work with you. Also, leave them free to do what they want. Many labels in the past tried to tie me up, and that only pushed me away.
Release often. Set up a schedule in advance and prepare at least four to five releases before you even think about starting the label. Keep the schedule no matter what, even when problems occur. The label will take time to pick up – unless you’re a huge artist. So the best way to build a following base and grow it is with consistency.
Social Media / PR
It’s important to spread the word about your label, so use as many tools as you can. Social media posts from you and your artists is a great start. Also, a PR agent for the releases is a good way to get your label noticed around.
Follow Victor Ruiz:
Website | Facebook | Twitter | Instagram | SoundCloud | YouTube
Website | Instagram | SoundCloud | YouTube | Bandcamp