In a move brimming with disruptive potential, Geffen Records has announced the launch of a new electronic music-focused label called Disorder, Billboard reports.
The effort is a collaborative one involving David Dollimore, a dance music executive with multiple decades of experience who most recently worked as President of RCA Records. In a statement, Dollimore shared high aspirations for the new venture.
“Disorder will be an incubator for the future of dance music and redefine the landscape as we see it,” he said. “This label will be a portal to the underground club world, distilling future trends for mass consumption.”
After starting out in the public relations space, acting Geffen Records President Tom March has an impressive pedigree of his own in the world of electronic music. The two executives have helped develop the careers of Avicii, deadmau5, Swedish House Mafia and Zedd, just to name a few.
With the launch of Disorder, Dollimore and March are set to bring their combined expertise to a new generation of artists and audiences. Disorder’s inaugural project is a collaboration with The Warehouse Project, an influential, Manchester-based dance event brand. The partnership has given way to WHP Records, an imprint that aims to encapsulate and broadcast the unique sound and energy of The Warehouse Project’s in-demand events.