Driven by an artist-first approach, as well as foundations rooted in community, Dutch label Frequency is cementing itself as one of the most exciting independent imprints to follow.
Founded by Kelvin Ruijters back in 2013, Frequency is approaching its 10-year anniversary with a slew of exciting activations and projects on the horizon. When the brand was first launched, Ruijters noticed a lack of availability of royalty-free music online. In order to assist in solving this tangible problem for content creators across the globe, he started curating the Frequency YouTube channel, an endeavour which has organically led to the launch of two imprints – Frequency Music and Frequency Recordings – a publishing arm, as well as tens of millions of streams.
Through its innovative marketing campaigns and utmost focus on artist development, Frequency swiftly started experiencing success with its releases, helping kickstart the career of some of dance music’s most promising talents. One of the label’s early success stories became Swedish trailblazer Arc North, who has went on to amass tens of millions of global streams and 1 million followers on TikTok, among other impressive accomplishments. Frequency’s journey towards becoming a leader within the independent record label space was just beginning, with the likes of Rival, Cadmium and Jon Becker quickly following suit, experiencing its first success through the platform, and going on to enjoy fruitful careers.
Frequency’s mantra is to “explore, create and share music together” across the world. Not limited by genres or sounds, the company split into two parts in 2021, with Frequency Music predominantly releasing electronic dance music, and Frequency Recordings catering to singers and songwriters who are looking to develop their brand and career through a long-term label partner.
One of Frequency Recordings’ first successes was spearheaded by Scottish prodigy Euan Allison’s tunes, whose acoustic influences and intimate songwriting style caught the attention of Spotify’s curators, and was featured on a large number of editorial playlists.
With Frequency Publishing, the company’s publishing arm, launched this year, as well as presentations at multiple conferences at industry leading festivals such as ADE and Dancefair, Frequency is only getting started. Laying the blueprint for how an independent label should operate and grow, Frequency has set big goals for the rest of 2022 and beyond, always aiming to foster community, champion great music, and continuously strive to add value and inspire.