Critical Rhythm Feature – 2006 Preview

The Critical Rhythm label group has steadily grown over the last few years, to the point where the company now has it´s own website and online store and will soon launch its own series of albums and compilations. Headed up by managing director Keith McDonnell, the group includes labels such as Baroque, Quivver´s Boz Boz, Nascent Recordings and many more, some of which are new to the roster for 2006. With change in mind, we spoke with Keith to get an update on all of their recent events, and what to expect from them in 2006. All of that information is right here in this exclusive feature.

An Interview with Keith of Critical Rhythm

Progressive-Sounds: You originally started Critical Rhythm back in 2003 purely as a label management company. What motivated you to move away from managing the Baroque and Method labels and into a role whereby you became responsible for the manufacturing, distribution and promotion of other labels as well?

Keith: Well I was originally asked by some producer friends to look after their labels, as they thought I´d do a good job and they wanted to concentrate their time and talent on making the music itself. At first I was reluctant as it was just me here and to be honest I never like to commit to anything unless I know I can put 100% into it and make a success of it, but after a year or so of wearing me down and me establishing Baroque more, I went ahead with Critical Rhythm. I threw a year of me into it to get it running really well & i also bought on board 2 members of staff and we have a really solid & workable stable here now, but I have never strayed away from running my own label , Baroque. I still do all the running of Baroque and take great pride in that, Baroque is after all my little baby!, but between me and the others we share the duties of the label group.

Progressive-Sounds: You´ve consistently expanded the roster of labels under your company banner, and it seems you´ve been busy yet again with the signing of labels such as Plastik Park to the fold. What other labels do you have coming on board in 2006?

Keith: We get approached by a few labels every month looking for management, but I don´t want this to turn into just a numbers business, as that is no good for me or the label, so a label has to excite me personally for us to get involved. It is also like a family here so all the labels get along very well. We all share demos that we get sent, so if one label is full or has something come along which is really good but maybe not quite right for them, then we pass it between the group. I think that every label with us gets 100% focus, so we really don´t take on too many labels as I believe it becomes a little impersonal, so this year we have changed the roster around a bit. We have had a label or two change and that has made room for some new faces. As such, we are very very pleased and excited to announce that Luke Chable & Dan Mangan´s Trojan Records has just joined us, as well as Stefano Greppi´s Screen Recordings, and Sprout & Plastik Park which are owned by the producer D-Nox from Germany. They all have some very varied and very strong releases and albums coming up so watch this space.

Progressive-Sounds: You´ve recently launched the Critical Rhythm website, which not only provides information about your company but gives DJs and music lovers the chance to buy advance 12" promos, digital downloads and promotional CDs direct from yourselves? How do you find this approach fares in comparison to selling via the usual vinyl stores and digital download portals, and what incentives or exclusives do you have to entice people to buy from you direct?

Keith: I think you just have to have a web site at the very least these days, and a web store offering all these formats is again pretty much a must have to continue to survive in today´s market. We offer everything on there including our own download store. Our mp3 store has every label release two weeks before anyone else so that is the incentive to use us. Also on top of that we are offering a buy 10 downloads get 1 free campaign so you can´t go wrong really! We also post all the latest news there, and as from next month you will be able to buy merchandise from all the labels on CR, and we will have all the usual t-shirts and sweaters, along with some more unique merchandise such as jackets, wallets & even pants, so if you´re stuck for a valentine´s gift for your other half then the problem is solved!

Progressive-Sounds: We´ve already seen announcements for one or two CD projects from Critical Rhythm appear recently. What has motivated the decision to branch out into the album and compilation market, and what projects do you have in the pipeline?

Keith: We have done two pretty well received in house mix CDs on Baroque, the latest one which Andy Moor mixed, and we figured that we would expand on that series with some new and exciting new projects within different genres. We have two artist albums and four mix compilations coming so far this year, with the Shiloh artist album on Baroque and the Stefano Greppi artist album on Screen, whilst Radio 1´s Jon O Bir kicks off our new Residency series with his trancier take on club land. Jonathan Lisle will follow with his double mix CD with a little something for everyone, and James Talk gives us the next Thinking Out Loud, not to mention Quivver is currently compiling his next mix CD which will be out on Boz Boz, so there´s plenty to hit the shelves very soon!

Progressive-Sounds: Finally, looking back over the past few years or so, what would you say have been the high points of the company´s history to date, and how do you feel you can build on this for the future?

Keith: Every bit of success we have is a high point for me, no matter how small or big. That´s the big thing for me, that I still thrive off coming to work in the morning and doing what I do so just being able to do that every day is a high point really, but success wise we have had a very good year in regards to licensing in 2005. We had a couple of tracks from various labels within the group on Tiesto´s Last CD and DVD and that sold very very well, plus we then had five (count em.. 5!) tracks on Paul van Dyk´s recent Politics Of Dancing CD, and we have had numerous other licensing requests from Dave Seaman, Hernan Cattaneo and Wally Lopez amongst others, so we have established good relationships there and that has benefited all our labels, which in this business today is crucial. Working with respected producers and labels like Quivver´s Boz Boz, Luke Chable´s Trojan, Greed´s SOG, Stefano Greppi´s Screen, Benz & MD´s Aurium and Nascent are constant high points as equally is working with new labels such as Babylon, Open Up & Plastik Park. It´s great to grow with these labels and see them succeed. It is hard for any new business in any market, but in this market and at this time it is particularly hard to do what we do, so these labels growing and succeeding is a real high point and if we have been even a small part of that then that´s my own personal high point.