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IMPRINTS: Rocktronica Records

Not all imprints can boast about their first release receiving support from Above & Beyond and Paul Oakenfold, but Justin Michael's Rocktronica Records can do just that.
Imprints brings you regular profiles of the most exciting record labels the world over, with input from the movers and shakers who contribute to their local electronic music communities.

Founded: June 2012
Location: Los Angeles, California
Members: 1
Artists: Justin Michael, Andrew Sobota, RavenKis, Digital Freq.
Number of releases: 2
Social: Twitter, Facebook, SoundCloud, Website

After finding success with releases on some of electronic music's most influential imprints, Justin Michael has taken his experiences and founded his own label. The Los Angeles native has blended his passion for all genres of music with his keen eye for developing talent into a label that has already received a plethora of support. Not all imprints can boast about their first release receiving support from Above & Beyond, Thomas Gold, and Paul Oakenfold, but Justin Michael's Rocktronica Records can do just that.

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THUMP: What was the inspiration for Rocktronica Records?
Justin: I grew up loving all kinds of rock acts especially Nine Inch Nails, Foo Fighters, and Nirvana. Then at the ripe old age of 14 I attended my first underground rave and my world was forever changed. I've spent most of my adult life trying to craft a sound and develop a market for others who share my love for fusing rock and electronic music.

How will your musical background impact your new label?
As a rock music enthusiast, a rave kid, and a club DJ, I spent most of my years formalizing my musical training and studying music theory in order to craft and refine a sound befitting the Rocktronica label, which is really a modern day fusion of the two. I spent many years as a club DJ in Los Angeles and also had a number of international tours. These experiences gave me an appreciation for how dance music lovers around the world respond to different sounds. After long sessions behind the decks or in the studio, I often found myself decompressing to some KROQ (LA's biggest FM rock station) or my favourite Nine Inch Nails album. Sometimes it felt a bit unsatisfying that they were two separate worlds, so I began to explore ways to bring the two together. I wanted to create something fresh for the scene, but also include my love for both genres. That's ultimately how my musical background has and will continue to influence Rocktronica.

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When starting a label, do you think it's extremely important to have a producer/DJ background?
It helps, but it's probably not a prerequisite. A discerning ear, business mindset, and unrelenting tenacity probably count for more than a producer/DJ background specifically. Having said that, a good producer/DJ must have a good ear and some seriously thick skin to make it in today's industry.

What will determine the success of Rocktronica Records moving forward? DJ support or performing well on Beatport charts?
I think DJ support and performance on charts is a consequence and not a prerequisite for success. I've never been the type to depend on external validation to be proud of my work. That's not to say fan acceptance isn't important, it totally is, but I try not to confuse fan acceptance and loyalty with commercial success. As long as Rocktronica is releasing inspiring, high quality productions and growing our fan base, then I consider that success. It has taken a lot of uncompromising patience to get to where we are and we're not looking to take any shortcuts now. I believe that if we continue to fight the good fight, then the other measures of success will eventually come.

What do you look for in a demo?
I realize this may sound a bit cliché, but I look for originality, creativity, and expert craftsmanship in fusing the essence of rock with modern techniques for electronic music production. Sometimes you can just tell when the artists have fused their own identity or musical signature into their work. Ultimately, it comes down to listening to a ton of material and I would encourage anyone with a demo to send appropriate links (ie: private SoundCloud) and I'll do my best to give it a fair and honest listen.

Now that you've gotten off to a blistering start, what's next for yourself and Rocktronica?
We don't always get what we wish or hope for, but more often than not we do get what we work for. There are moments where I find myself in a little bit of disbelief that Above & Beyond, David Guetta, Paul Oakenfold, Thomas Gold, and Jerome Isma-Ae just to name a few have already supported our debut release, "Young Forever." I mean Paul freaking Oakenfold is a legend that I grew up wanting to emulate and now he's supported one of our tracks. There's still a lot of work to be done, but when you love what you do as much as we do and you receive this kind of support, it hardly feels like work at all. We've definitely got a full schedule ahead of us with releases planned every month. I think it's going to be an exciting time for our fans and supporters.

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