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Re: Assholes from Armada -
20 February 2011, at 02:41
This is all pretty interesting.
I'm actually going to be doing a Masters degree soon and I'm basing it on: The Future of the Trance Industry, honing in mainly on the need for record labels over conventional business models the way the rest of the music industry has been branching out to. That means looking in-depth at Armada - the good and the bad.
On the one hand, you have Armada - home to 28 labels and 182 producers, artists, DJs and vocalists - all of which have produced some fine talent with the likes of Arnej, Audrey Gallagher, Cerf, Mitiska & Jaren, Markus Schulz, Dash Berlin, Gabriel & Dresden, Justine Suissa, Mike Foyle, Ronski Speed, Shogun, Signum, W&W and the man himself, Armin Van Buuren. The releases range into the thousands with which Trance was cultivated and built upon to breed the overall expansion of the genre into so many unique subgenres. Though other labels contributed to this successful development of todays genre of Trance as we know it, many other artists respected what Armin was trying to do for Trance lovers and joined forces with his beliefs.
On the other hand, Armada has become the monopolising corporation that has absorbed independent labels to become a conglomerate organisation that simply hosts labels rather than grows their particular styles and skills. Though its advertising and promotion have given artists a much wider audience, the essence of what Trance once was has become competition for ruling the industry instead of making great music. Its laws have been scrutinised into limiting artists outside of Armada to parts of their music, giving DJs less and less freedom to share with Trance listeners what music is out there to be heard. Though each label is given a certain level of control over their creativity and inspirations for new releases, Armada still has the final say in all matters, limiting producers once again from what they really want to release.
Honestly I think the good outweighs the bad overall but the method in which they go about sifting through their advertising and promotion as well as simply creating a single entity that 'rules' the Trance and soon to be 'Electro House' with the likes of Stonebridge and Glenn Morrison. You can just see Armada absorbing labels and artists due to their expansive global market, though impressive, seems to have gotten lost along the way from its roots to now.
Hope i didn't ramble on too long...just very interested by all of this
My SoundCloudMy YouTubeAirbase: "You keep dancing, I'll keep producing."