Subtempo
A record label, artist collective, and a platform for contemporary culture.
In 2016, one of my oldest friends was producing incredible music that nobody knew about, and I felt it needed to be heard. So I founded Subtempo, a record label and artist collective intended to provide a platform for left-field musicians, artists, and misfits – as well as an outlet for my creative explorations.
I developed the label’s vision, creative strategy, and positioning. Brought to life 10+ international artistic projects, and published over 20+ records, 40+ interviews, mixes, and podcasts, garnering attention from international press and radio, and working with prominent artists in the electronic music scene.
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What we set out to do
The challenge
The music world is completely saturated. Over 120,000 songs are released every day to streaming services. There’s a lot of noise, and it’s tough to stand out.
Approach
To create something completely unique, original, special, collectible. Bringing together the world of art and the world of music into a space where collaborations would spark unique pieces that wouldn’t have otherwise existed. To stand out we’d become niche and select.
“
If a man loses pace with his companions, perhaps it’s because he hears a different drummer.
Let him step to the music he hears, however measured or far away.”
— H.R. Thoreau
“
We Beat a Different Drum.”
— Subtempo
Identity
The promise
A clean brand, that could fit equally in a museum and in a night club. A tagline that resolved our calling: to be different, to be unique.
Web Design
Responsive design
I designed this site and worked with senior developer Ryan Abraham to bring it to life. It’s all custom HTML5 / CSS / JS that I’ve learnt to maintain after he handed it off. A playground to learn basic code. subtempo.com
Vinyl
Packaging Design + Creative Direction
Subtempo’s original mission was always to put music out on vinyl, the collector’s choice. It took 5 years to get there, but we eventually did. Here are some records that I made over the years. I handled the overall creative direction, I commissioned the artwork, and did the type setting and packaging design as well.
Artist: Matt Robertson
Artists: Hanegi Koen
Artwork: Laine Butler
Artists: Hanegi Koen
Artwork: Laine Butler
Artist: Rene Lorenzo
Cover Art: Yasmin Lever
5 years capsule
Making it physical & Tangible
To celebrate our 5 year anniversary milestone, I put together a compilation of ambient music from friends of the label, commissioned artwork from typographer Morgane Van Torre, and got some totes pressed in the UK, at our friend Yasmin Lever’s new pressing plant Small Press. “To make it real, make it physical.”
Typography: Morgane Van Torre @ Gagane
Press: Yasmin Lever @ Small Press Studio
Key Lessons & Results
- Dozens of collaborations with established artists
- Launched several artist careers
- Running a record label today is a labor of love
- The path from 0-1 is much longer than from 1-2
- Talent alone won’t get you there
23
Records released
50+
Mixes & Podcasts
1000’s
Streams
Credits
Artists
Matt Robertson
Michael Red
Axel Toben
Cameron Brooks
Hanegi Koen
Alex Steward
Adam Kroll
Rene Lorenzo
Remixers
Synkro
Loscil
Christopher Willits
Phaeleh
Steve Gibbs
Robot Koch
Thomas Ragsdale
+ many others
Collaborators
Vincent Villuis (Mastering)
Regina Dejimenez (Art)
Juaquin Vila (Art)
Yasmin Lever (Art)
Morgane VanTorre (Typography)
Ryan Griffin, ASIP (Inspiration)
Laine Butler (Art)
Echo Empire (Press)