Atlantic Records UK Launches New Dance Music Imprint

SIGNAL >> SUPPLY, the newest label to be housed under Atlantic Records UK, will focus on finding forward-thinking DJs and producers.

Atlantic Records UK has launched its newest imprint, SIGNAL >> SUPPLY, which will have a specific focus on curating cutting-edge electronic dance music. Seeking to find and identify the most promising up-and-coming DJs and producers within the dance music scene, SIGNAL >> SUPPLY will provide a platform for the hottest emerging talent. This newest imprint to be housed under the Atlantic Records, and therefore the Warner Music umbrella, will be led by the newly pronounced Head of Dance Marketing, Tristan Parsons.

The inspiration for the creation of this new venture can be found in its name. Anyone who’s had the pleasure of losing themselves in the groove of a DJ’s track selection on a sweaty dance floor knows the feeling of the back and forth that emerges during great sets; where the crowd responds to the DJ’s music, signaling to the DJ what they need at that moment so he can then supply it through their selection and blends. By keeping this concept at the forefront of its mission, SIGNAL >> SUPPLY intends to keep its roots firmly in the foundation of dance music culture.

DANCE MUSIC HAS BEEN A DOMINATE GENrE IN MUSIC CULTURE FOR DECADES AND TODAY FEELS AS INFLUENTIAL AS EVER, SO WE’RE EXCITED TO DEVELOP A DEDICATED ARM WITHIN THE ATLANTIC UK STABLE IN SIGNAL >> SUPPLY.
– Ed Howard and Briony Turner, Co-Presidents of Atlantic Records UK

Though SIGNAL >> SUPPLY does represent a new arm of the major label powerhouse, it by no means is a new frontier. Atlantic Records has been no stranger to success within dance music already, including big-name signings like Galantis, Tiësto, and Skrillex, which is what in large part spurred the creation of this new dedicated department. In fact, the marketing team behind SIGNAL >> SUPPLY has already worked their magic on this group of superstar artists, including Parsons who is personally overseeing the launch.

That team has wasted no time in putting its best foot forward, and its first release on the new label, “Joy” from salute, a recently discovered Manchester-based producer, has already been played out by big names like Mall Grab and DJ Boring. With a whole slate of upcoming releases that are sure to continue to carry SIGNAL >> SUPPLY’s dance music mission forward, we can’t wait to see what’s next!

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