In a move full of disruptive potential, Geffen Records has announced the launch of a new electronic music-focused label called Disorder. Billboard reports.
The effort is a collaboration involving David Dollimore, a dance music executive with multiple decades of experience who most recently served as president of RCA Records. In a statement, Dollimore shared big aspirations for the new company.
“Disorder will be an incubator for the future of dance music and will redefine the landscape as we see it,” he said. “This label will be a portal to the world of underground clubs, distilling future trends for mass consumption.”
After starting out in the public relations space, Geffen Records interim president Tom March has an impressive pedigree of his own in the world of electronic music. The two executives have helped develop the careers of Avicii, deadmau5, Swedish House Mafia and Zedd, just to name a few.
With the release of Disorder, Dollimore and March are poised to bring their combined expertise to a new generation of artists and audiences. Disorder's inaugural project is a collaboration with The Warehouse Project, an influential Manchester-based dance events brand. The partnership has given way to WHP Records, a label that aims to encapsulate and convey the unique sound and energy of The Warehouse Project's on-demand events.
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