Send your music to Cloud 9
Cloud 9 Music is an internationally acclaimed record label and music publisher representing some of the most celebrated authors, artists, and iconic catalogs in the world. Since launching almost 18 years ago, from a 4m2 office in Amsterdam, it has grown into the leading independent publisher in the Benelux and one of the biggest independent labels in all of Europe. We talked to Leander Maas, Senior Label Manager of Cloud 9 Music about the business, new talent, and the collaboration with VIRPP. How to Send Music to Cloud 9?
What is the story behind Cloud 9 Music?
“It all began almost two decades ago with electronic music. We started with big names like Armin van Buuren and Hardwell. In over 17 years, Cloud 9 Music has become one of the largest independent labels in the Netherlands. We collaborate with several labels, in addition to our own Cloud 9 Music, there are sub-labels that we have launched with partners. Together, we represent between 30 and 35 popular and promising artists such as Antoon, Savine, Kris Kross Amsterdam, Snelle, Jaap Reesema, Fleur, and Big2. Cloud 9 Music is a true breeding ground for new talent. We get in on the ground floor and help new artists reach their full potential. What’s great about our company is that we don’t focus on a specific genre. Our artists create music in genres like pop, Dutch, electronic music, hardstyle, and rap. And we’re always on the lookout for the next big discovery.”
How does Cloud 9 Music find these new artists?
“That’s the million-dollar question. To be honest, it’s quite challenging to find promising new talents. What’s great about Cloud 9 is that we’re not just a label; we also have a music publishing business. We organize writing camps several times a year. These events are an excellent way to discover new talents. In addition to that, we keep a close eye on educational institutions like the Herman Brood Academy, and we receive demos. Lots of demos.”
Why did you choose VIRPP to help you with this search?
“One of my colleagues had a meeting with VIRPP where they discussed publishing, the industry, and future opportunities. Afterwards, we concluded that VIRPP could be a very beneficial tool for efficiently sorting through demos. We started discussions and decided to give it a try. What’s great for us on this platform is the uniformity. Users who want to submit demos can do so in the most organized way, including providing background stories about the artist and tracks. These elements are often overlooked when you receive an unsolicited email with an attachment of 20 MB or more.”
Is Cloud 9 Music jumping straight into remix competitions?
“The competitive aspect of VIRPP is something we really appreciate and hope to use in the future. For the next six months, we plan to learn the ins and outs of the platform first. We’ve noticed that it primarily focuses on electronic and urban music, and we want to discover talent in these genres. It would be great if we could organize a competition where users can submit their demos for one of our artists.”
What does Cloud 9 Music hope to find on VIRPP?
“We are really open to everything and everyone. Our label encompasses many different genres, but what I personally hope to find on the platform is a greater balance between male and female artists. Especially in the pop genre, female artists are taking the lead. As a label, I can only say that we fully support this movement, which has been ongoing for some time now.”
Cloud 9 Music is a one-stop shop, can you tell us more about that?
“We have recently moved from Amsterdam to a new, spacious, high-tech office in Laren, near Hilversum. Thanks to this move, Cloud 9 now has access to two modern studios, a stage for presentations and concerts, and even a nightclub. All of this complements the added strength of our publishing business. Therefore, we can essentially provide everything our talents need in one place.”
What advice can you give to users who want to send their demo to Cloud 9 Music?
“The big question everyone should ask themselves is: Is this the best I can do? Is this demo an accurate representation of me and my music? If there is any doubt, please go back to the drawing board. Sadly, we get excuses like it was not finished yet or something is missing all the time. Believe me when I say, the people on the other side of the table do not want to hear that. Also, new talent should take a good hard look at themselves. Figure out who you are and what you want to become. Naturally, you need to have the talent and skills, but you should also be open to advice and changes.”
