MN2S Label Services client James Deron is the head of four boundary-pushing labels releasing across a number of electronic genres: Cafe Creme, ROHM, Nervous Monkey and 1886 Lake. We spoke with James about the inspiration behind each of these imprints and his plans for the year ahead.
How long has your label been in operation?
Cafe Creme has been running for 4 years now, since then I have been able to create 3 other labels: Rohm Records, 1886 Lake Records and Nervous Monkey Music. I sincerely want to express my deep gratitude to everyone who has been instrumental in the creation and growth of my label. Although the list is too large to be exhaustive, I want to recognize the significant impact of several exceptional individuals. My thanks first go to Brian Tappert and Sheldon at Traxsource, and the entire Traxsource team, for their invaluable support and continued commitment to the music industry. Their wise advice and passion for music have been a constant source of inspiration. Huge thanks also to Mirco Many and Massimo Conte and MN2S, whose dedication and collaboration have helped elevate the label to new heights. While this list cannot do justice to everyone who contributed, each person involved deserves my sincerest thanks for contributing to the success and growth of our label. We look forward to continuing this musical adventure together.
What inspired you to set up the label in the first place?
The creation of my label stemmed from a deep passion for music and a burning desire to contribute to the music scene in a meaningful way. As I observed the music landscape, I saw a need for platforms dedicated to promoting emerging talent, particularly in the area of afro house. My goal was to create a space where artists could express themselves freely, without artistic compromise, while receiving the support necessary to develop their careers. The label thus emerged as a natural extension of my passion, a way to celebrate cultural and musical diversity while promoting the growth and development of artists within the afro house community.
Check out Cafe Creme on Traxsource.
How would you describe your musical philosophy and creative vision?
My musical philosophy is based on the belief that music transcends cultural boundaries and is a powerful unifying force. As an artist specializing in afro house, my creative vision revolves around the celebration of the cultural richness of Africa, combined with a constant exploration of contemporary sounds. I strive to create an immersive experience that takes the listener on a sonic journey, seamlessly merging traditional African rhythms with modern elements. My creativity stems from open-mindedness, bold experimentation, and a desire to push boundaries, while preserving authenticity and cultural heritage. In short, my music aims to transcend genres and spark a deep emotional connection with those who listen to it.
Tell us about your first release – what was special about that one?
My first album, an EP released by Purple Music, marked a crucial moment in my musical journey. This EP, in the genre of House Music, was my first major artistic achievement and paved the way for my career. I would like to express my deep gratitude to Jamie Lewis, the founder of the label, who gave me this valuable opportunity.
This particular project was iconic due to its innovative fusion of House Music with contemporary elements, exemplifying my creative vision at the time. Each track on the EP was an artistic exploration, capturing the essence of my early days in House Music and celebrating the diversity of musical influences that have shaped my journey. This collaboration with Purple Music was a turning point, offering me the chance to expand my audience and solidify my commitment to creating powerful and unifying music.
Although I have since branched out into exploring Afro House, House Music remains an intrinsic part of my artistic identity. I continue to create in both genres in parallel, offering my audience a varied and captivating musical experience. I remain grateful to Jamie Lewis for this opportunity which left an indelible mark on my musical career.
What’s been the highlight of your journey so far as a label?
The exceptional highlight of our journey as a label lies in the success of the young Afro House artists we have had the privilege of supporting. We are deeply proud to have created a platform that highlights the richness of Afro House music and to have helped propel these emerging talents onto the international stage.
In just four years, we have made remarkable progress, proudly carrying the flag of Afro House. This success would not have been possible without the continued support and enthusiasm of the established and well-known artists who accompany us on this adventure. Their presence and their follow-up demonstrate the relevance of our approach and reinforce our commitment to the promotion of Afro House.
We are excited to continue this upward trajectory, guided by the belief that Afro House has immeasurable potential. Our label will continue to be a catalyst for these promising talents, while drawing on the valuable support of our global community of established artists. The future looks exciting, and we look forward to sharing more musical discoveries with an ever-expanding audience.
What advice would you give to anyone thinking of setting up their own imprint?
Starting your own label is an exciting adventure, but it requires a thoughtful and strategic approach. Here are some tips I would share with anyone considering starting this business:
Clarify your vision: Clearly define the mission and vision of your label. What are your short and long term goals? Having a clear vision will help you make informed decisions along your journey.
Cultivate strong relationships: Build strong relationships with artists, producers and industry professionals. The success of a label often depends on fruitful collaborations and lasting partnerships.
Stay open to diversity: Music is vast and diverse. Be open to exploring different musical genres and welcoming artists with varied influences. This can contribute to the richness of your catalog.
Invest in promotion: Visibility is essential. Invest in effective promotional strategies to highlight your artists’ music. Social networks, streaming platforms and events are all ways to increase the visibility of your label.
Establish clear contracts: When collaborating with artists, make sure contracts are clear and fair. Transparent and well-defined agreements help build strong professional relationships.
What lies ahead for your label in 2024 and beyond?
In 2024 and beyond, our label sees an exciting and promising future. We have identified several areas of development to continue to evolve and contribute significantly to the music industry. We plan to strengthen our presence on the international stage by expanding our collaborations with artists around the world. This will help to further diversify our musical catalog. We will continue our commitment to supporting young talents and helping them reach a wider audience.