Driven by an artist-driven approach, as well as foundations rooted in the community, Dutch label Frequency is establishing itself as one of the most exciting indie imprints to follow.
Founded by Kelvin Ruijters in 2013, Frequency is approaching its 10th anniversary with a host of exciting activations and projects on the horizon. When the brand was first launched, Ruijters noticed a lack of availability of royalty-free music online. In order to help solve this tangible problem for content creators around the world, he started organizing the YouTube channel Frequency, a venture that organically led to the launch of two imprints – Frequency Music and Frequency Recordings – a branch editing, as well as tens of millions of streams.
With its innovative marketing campaigns and maximum focus on artist development, Frequency quickly began to find success with its releases, helping to launch the careers of some of dance music’s most up-and-coming talent. One of the label’s early success stories became Swedish pioneer Arc North, which amassed tens of millions of global streams and 1 million followers on TikTok, among other impressive achievements. Frequency’s journey to becoming a leader in the independent record label space was just beginning, with Rival, Cadmium and Jon Becker quickly following suit, enjoying their first success on the platform and going on to successful careers. .
Frequency’s mantra is “explore, create and share music together » worldwide. Not limited by genres or sounds, the company split into two parts in 2021, with Frequency Music primarily releasing electronic dance music, and Frequency Recordings catering to singers and songwriters looking to grow their brand. and their career thanks to a long-term partner label.
One of Frequency Recordings’ early successes was led by the tracks of Scottish prodigy Euan Allison, whose acoustic influences and intimate songwriting style caught the attention of Spotify curators and were featured on a slew of editorial reading lists.
With Frequency Publishing, the company’s publishing arm, launching this year, as well as presentations at several conferences at leading festivals such as ADE and Dancefair, Frequency is just getting started. Establishing the model for how an independent label will operate and grow, Frequency has set big goals for the rest of 2022 and beyond, always aiming to foster the community, champion good music, and continually strive to add value and inspire.
