Record labels have a unique view of the retrowave landscape, and we set out to learn more about their story, niche, releases, and perspective on the scene. Many people running labels are musicians themselves or have been in the music business in one form or another for many years, sometimes decades.
It is with much gratitude we bring readers of the electroscape the Record Label Series. Each label gave precious time to share their story and perspective with us. Many of the people running labels are working day jobs and operating the label during evenings and on weekends. We are incredibly grateful for the time they gave to us so we can share their story with our readers.
Read our entire Record Label Series here.
We connected with several labels to launch our series. We asked all labels to tell us their story, view of how the retrowave scene has changed, and what they expect or hope the future of the scene to look like. We asked the labels what advice they have for artists who might want to land on a label, how they discover artists, and factors at play when deciding to bring an artist on board. Their responses were fascinating, intriguing, and entertaining.
This story features Electric Dream Records.
Electric Dream launched in August 2017. The label focuses on synthwave and dark synth vinyl releases, although the label has a growing collection of standout digital releases as well. We connected with Brian, founder of Electric Dream. He is a long-time vinyl record collector and said the idea to launch the label was ignited by his participation in a “Synthwave Vinyl Collectors” Facebook group. He noticed the strong interest in synthwave vinyl and felt there was room in the market for a US-based label focusing on vinyl releases. Electric Dream has since released a blockbuster set of albums from some of synthwave’s most well-known artists. Brian told us Electric Dream values providing fans vinyl releases made with high-grade materials and albums mastered specifically for vinyl by a professional sound engineer.
One of Electric Dream’s shining star releases is an annual compilation called Dream Electric, which is exclusively released on vinyl and mastered by Dynatron. The compilations have featured numerous talented artists, such as Sellorekt/LA Dreams, Sung, VHS Dreams, Meteor, Cosmo Cocktail, Lazerpunk, Teeel, Moondragon, and Baldocaster. The third installment in the series will be released in 2020 and features previously unreleased outrun style tracks built around a Miami Vice theme.
The Past and Future of Retrowave
Brian told us the artists who have been doing synthwave well continue to do so with newcomers always popping up. He went on to say there are more and more people producing synthwave now than ever before, and it can sometimes be frustrating for artists to quickly establish a big following.
When asked what the future of retrowave will look like, Brian didn’t hold back on big ideas. He mentioned he would love to see a retro theme park with rides, games, and music. He said he would also love to see more live music in the US. He noted it takes the right group of people and funds to make it happen and the scene still needs to grow to support a really big festival, although smaller festivals have begun to pop up and have been successful.
A Closer Look at Electric Dream Releases
Electric Dream has amassed an impressive set of releases, including albums by Shadows & Mirrors, Android Automatic, Protector 101, Swimware, Make-up and Vanity Set, Starfounder, and Mirrorvoid. See our stories about Shadows & Mirrors and new dark synth artist to hit the scene Polytaem.
Disguise by Starfounder
In July 2020, Electric Dream released Disguise by dark synth mastermind Starfounder. Brian said, “It’s clearly dark synth, but it also has elements of techno and lo-fi.” Disguise features Starfounder’s signature industrial dark synth sound. The songs are very differently structured than those on previous releases, however. The songs fully harness the power a lo-fi take can have in capturing a moment, doing more with less. The songs play as if they follow a melody rather than create it, yielding a stream of consciousness sensation that can often be erratic, a stylistic approach that shines on “Afterlife.”
Metro by Lightspear
One Electric Dream release I find myself visiting often is Metro by Lightspear, especially on those long, cold and dark winter nights. The cover reminds me of sneaking into my grandparent’s basement to sift through old boxes with reel-to-reel tapes tucked inside. The album features shiny, nostalgic synth melodies that elicit images of foggy streets late at night with nothing but neon to guide you. There are hints of psychedelic pulsating synth effects in places, too, such as on “CRT.” Expect a new vinyl release on Electric Dream by Lightspear in 2020.
In Time to Go Back by Mirrorvoid
In Time to Go Back by Mirrorvoid is full flavored electronica. It brings together dark wave, dance, cyberpunk, and classic retrowave elements and is stuffed full of chunky bass lines and digitally-laced melodies that endlessly spiral over each other. The cover art conveys the notion we exist in several moments in time simultaneously. The title also folds over itself in time – to go back in time and in time to go back. The intro to “Waking up in Your Dream” grows in energy as it builds up like a tree sprouting from a seed and growing big and tall right before your eyes until it has completely consumed you view.
The Excitement and the Grind
Brian told us one of the most rewarding aspects of running a record label is seeing a vision come into fruition. He said when a record shows up at the doorstep of people all over the world and “…it becomes part of their world…that, for me, is the best part.” He said it is rewarding “to know that you made someone’s life a little better, even if it’s just music. I think music is part of life, sometimes the best part.”
Running a record label presents many unique challenges, especially the physical product side of the business. A record requires thinking through the cover art, the inner sleeve, the spine, and more. A special mastering process is required to produce the best sounding vinyl as well. Once records have been pressed and received, they have to be packed and shipped off to customers one-by-one.
Breaking Into the Scene
When asked what role labels play in shaping the retrowave scene, Brian said, “It’s all about finding new fans” and “labels in general play a big role in getting [music] heard.” He told us labels play an important role in bringing fans a physical product. “There’s just something about holding that big artwork and sitting down with the music in your home and enjoying a beer or talking with friends while you spin it. ‘You can’t hug an MP3’ someone once said. And that’s right – you can’t.”
We were curious how labels discover new artists. Brian said Bandcamp, Spotify, and submissions emailed directly to Electric Dream here are the primary ways the label discovers new artists. He said writing good music and selling albums are two pieces of the puzzle, which is one reason the label looks for engagement with the fans across social media platforms when considering bringing an artist on board.
Brian said, “It’s very rare someone can step into this scene and hit a home run on their first release.” He recommends new artists release their first album independently, build up a fan base, and then, if desired, seek out a label. He said it doesn’t always happen that way. For example, he was blown away by the debut of Polytaem and just knew instantly he had to release it.
Brian told us there is a lot more synthwave vinyl now than there was just a few years ago, which excites fans of the scene. Brian also said using services, such as Qrates and Digger’s Factor campaigns can be useful for artists who are just starting out and want to provide a physical release to their fans.
Looking Ahead
There is already buzz around an upcoming pressing by Electric Dream of the 2013 masterpiece The Construct by Zack Robinson’s D/A/D on double-LP with a gatefold design and mastered by Dynatron. See interview with Zack about the release at PF Synth here.