Published
Mon, Jul 26, 2010, 09:30
- The Berlin-based DJ and producer will keep a low profile with his new imprint, Play It Down.
DJ and producer Jesse Rose has unveiled plans for Play It Down, a record label that aims to fly under the radar by refraining from sending out promos.
Rose has a bit of experience when it comes to running labels; for the past ten years he's run Front Room Recordings, and in 2005 he founded Made To Play, making Play It Down his third imprint. He reckons that by avoiding the process of hyping up each release with one-sheets and promo mail-outs, he'll help keep the focus on the music itself and retain a bit of mystique in the process. The first release on Play It Down will be a 12-inch by Oliver $ entitled Shaka Lao, set to hit stores this Monday. Records by Zombie Disco Squad and Polish artist SLG are in the pipeline as well. All records on the new imprint will be limited to 200 vinyl copies, but will be available digitally as well.
UPDATE: The team behind Play It Down have indicated to Resident Advisor that avoiding piracy is not one of their specific goals with the label. Sorry for the confusion.