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Warner Music launches Atlantic Records Benelux
By Chris Cooke | Published on Friday 5 November 2021
Warner Music has announced the launch of another Atlantic Records label. Which means that – not only is there an Atlantic Records on that side of the Atlantic and an Atlantic Records on this side of the Atlantic – but now there’s an Atlantic Records on this side of the North Sea and an Atlantic Records on that side of the North Sea. But the North Sea is technically part of the Atlantic Ocean, so we’re all good. Yay geography!
In the unlikely event that the previous paragraph wasn’t 100% clear to you, let me explain: Warner Music has launched Atlantic Records Benelux, “a new label dedicated to discovering and promoting the best emerging domestic hip hop artists” across Belgium, the Netherlands and Luxembourg. And why the hell not?
“Atlantic Records is one of the most culturally impactful labels in the world with a track record of breaking original talent for more than 70 years”, says Sander Stijnen, who is Head Of A&R for the new division. “It’s a huge privilege to build on that legacy here in Benelux and we’re delighted to launch our roster with DJ Dylvn, a hard working artist and DJ who combines amazing talent with great vibes”.
Oh yeah, the first signing for Atlantic Records Benelux is Dutch artist DJ Dylvn, who released his first track for the label, ‘Fashionova’, featuring BKO and Defano Holwijn, yesterday. I got all distracted with geography and forgot to mention it.
“I feel honoured to be part of this new adventure with Sander and the rest of the team, who have worked incredibly hard to get everything ready for launch”, adds Ixia Verdooren, the new division’s Head Of Domestic Marketing. “We want to build a family of diverse local artists who are impossible to ignore and deliver real cultural impact, pushing the limits of local repertoire”.
In addition to Atlantic Records in the US, UK and Benelux, there’s also Atlantic Records Russia, which launched earlier this year after Warner bought Russian indie Zhara Music. Which raises interesting questions, doesn’t it? I mean, yes, technically the Baltic Sea and the Black Sea are also part of the Atlantic, but they seem somewhat removed from the main ocean. Arctic Records Russia, now that would have made more sense.
