Rennie Peters is a UK based artist who is a resident at We Are Love Juice, and also the A&R and label manager of the exciting INLV record label. We caught up with her recently to find out what the aims are for the label, and how their new Winter Sampler compilation came to be…
Hey Rennie, how are you, what’s good and bad in your world right now?
Hey! I’m great thank you! It’s been an incredible year so far. Summer was non-stop, I got to play my first abroad gig in Malta with ABODE, along with some gigs up North and some incredible festivals such as Dream Valley, Sundown and ABODE in the Park. The only bad thing I would say is this weather! I’m a sun worshipper, so this weather is draining.
What’s the aim with your label INLV – what made you start it, how has it been?
INLV started when I joined the LoveJuice team over 2 years ago now. They had a B-Side label which covered the slightly more underground side of tech house but wasn’t getting much love due to LoveJuice being so busy. As I bring a different sound to the party, they asked if I wanted to take over the label & release music that was more on the deep / minimal side of things, and I said Yes before they could even finish their sentence! Running a record label was always a dream of mine, so I feel really lucky to have been given the chance to take this project on. It’s been a challenging journey and quite frankly it’s still a work in progress. I’m learning on the job, but it’s finally starting to take shape and getting the recognition and support from my peers and music heads around the world that I hoped for.
How do you judge success, is it by sales, high profile support, or do you only care about you liking the music?
I think it’s a mix of a few different things to be honest. All of the above are important for the label and releases to be successful, and I think they all join hands and work together to reach the end goal. Sales obviously help with getting things into the charts on Beatport, high profile support can create so much hype and therefore benefit the sales. But ultimately, it all comes down to the music. If the track is good enough, it will speak for itself.
Tell us about the best and worst bits of running a label in 2022?
The best part for me is discovering a track or an artist that I feel really passionate about. I always try to envision DJ’s playing the music I have coming up on the label, and that gets me really excited. However, this can be hard to come by. There is good music everywhere, you just really have to work on knowing where and how to find it.
How important is artwork, format, merch, that sort of thing, or is it just about the music?
Branding is key in my opinion. There are a lot of labels that are releasing the same type of music and I think it’s really important to try and set yourself apart from everyone else in one way or another. Since I rebranded the label last year, I’ve had many compliments on the new artwork that we put out on our socials and on the stores, and the artists that release are excited to see what artwork they get.
How do you evolve the sound of a label while staying true to the OG sound and not jumping on new hype bandwagon?
INLV can’t be cubby-holed to one sub-genre of House music. I’m a DJ myself, and I play a huge range of music depending on where and who I’m playing for. The aim of INLV is to release House music that is ready for the clubs. Whether that be deep, tech or minimal – or maybe even a bit of garage.
Tell us about the new winter sampler – what was the aim with it?
I really wanted to do something we hadn’t done before. We hadn’t released anything other than singles for a long time, and I had a couple of friends who had sent over tracks which were a similar vibe to each other. After listening and listening, I decided these tracks were perfect for getting people warmed up for Winter with the raves getting dingier & the nights getting darker.
How did you decide who to include? What are you looking for in the artists you work with?
It started with one track being sent in that I really loved, and then I almost instantly knew who else would be perfect to join, so I contacted them and they were all more than happy to get involved! Usually I look for artists who are releasing on similar labels like myself, are good with their socials and obviously, releasing great music. It’s also important that artists are willing to work alongside the label on the release. When artists don’t make any effort to help promote their music it makes the labels job a lot harder.
What are you most proud of with the label so far?
I’m going to say the Winter Sampler. The support we have had on this from the bigger DJ’s has been mind-blowing. I really never thought we would have support from the likes of Jamie Jones, Marco Carola and Joseph Capriati so soon. It’s really encouraging and exciting to see that the bigger DJ’s are digging what we’re putting out there.
What does it have in store for 2023?
I’m currently working on 2023 as we speak. I’m being a lot more selective with what we release, and making sure that every track we put out is one that I’m passionate about and one I’ll play in my sets. I’m planning to start getting remixers on the releases, to showcase the different sounds that are out there. I’m really trying to take things to the next level.. Perhaps a little label party is on the cards..?
@renniepeters across Insta, TikTok & Twitter