Label Showcase 23: ELEVATE
Techno vetern duo Pig&Dan are the brains behind the Elevate imprint.
The guys really don’t need much introduction, as their prolific output of Techno have graced the likes of Bedrock, Mesmeric, Soma, Suara and Tronic, building a trademark dubby, chunky techno and tech-house grooves. It is a versatile sound that the duo continues to explore with the imprint.
So, with that, we continue our series highlighting our favourite labels from around the world. Today, we thought we would catch up with Elevate bosses, Pig&Dan to get the scoop on all things Elevate. Also, at the end of this article you will find an exclusive full length mix from the boys themselves, giving an idea of how Elevate is meant to be heard…in the mix! (big room preferred)
“…the music we release packs a euphoric uplifting edge to it, thus ELEVATING us all”
What does Elevate add to the dance music spectrum?
The name says it all really. We feel the music we release packs a euphoric uplifting edge to it, thus ELEVATING us all who are exposed to it to its melodic yet pumping vibes. It’s very much about going against the monotonous grind which seems to have flooded the Techno genre. We are not about beats with no substance and we hope that we add something with more groove, melody and substance compared to most.
When did you first think about launching Elevate?
We’ve always had labels since 2003 but sadly with the wrong partners and had to close them down. Our Philosophy has always remained very much the same although of course adapted somewhat because of the sound. ELEVATE is simply an extension of our past and we hope will remain solid for the rest of our time in this market. We’re extremely lucky to have Scott Dawson run the label. His extensive experience and know how is helping us take it all to another level, something we were never able to do with previous partners!!!
When did Elevate actually launch?
Around four years ago.
Story behind the Elevate name?
Well there’s two meanings actually. One is as we have a bit of history and following within the market we felt it was time to help others we truly believe to elevate their career and to be heard out on the seen. The other of course being that the music we release is all about taking us up higher on a sonic journey.
What was the most difficult aspect of launching the label?
I think it’s finding a balance between releasing no named artists and well known artists so it can support itself on a financial level. On one hand we want to lend a helping hand to newcomers and on the other make enough income to sustain the labels existence.
What qualities do you look for in a Elevate artist?
It’s very hard to describe, it’s all about something that really truly gets under our skin. Something that sticks out from the rest and holds a sound that we feel slots in. There’s many factors but basically it’s down to our own personal taste at the end of the day. You know in seconds if it’s a yes or no really, if that tracks grabs you by the balls and keeps you intrigued then you know it could be a winner. We also of course try them out on the field so to speak just to solidify our opinion.