With a fresh brand identity, a clear musical vision and a unique approach to dance music as we know it, Armada Music’s Electronic Elements label is looking to distinguish itself as a credible underground label and tastemaker. And what better way to kick off such an endeavor – and its relaunch – than by securing a big all-time classic for the first release: Gerd Janson’s remix of Joe Smooth’s ‘Promised Land’.
Turning Joe Smooth’s 1987 House classic into a contemporary masterpiece, Gerd Janson only adds to the timeless qualities of the original. Already supported by top names such as The Black Madonna, Krystal Klear, Todd Terje, Carl Cox, Prins Thomas, Young Marco, Joe Goddard, Solardo, CamelPhat, Tom Trago and Mat.Joe, this rendition of ‘Promised Land’ bridges the gap between the past and the present to ensure a kind of dance floor vibin’ that will carry over into the future of electronic music as well.
The new direction of Electronic Elements is one of credibility and authenticity, of balancing the obscure and the mainstream. Intended to be the forerunner of indie electronica, the label sets out to find artists and music that carry over that same ethos, offering a credible platform for exposure in return. Sound-wise, this means that it doesn’t matter whether a record is geared more toward melodic techno or Indie. It’s quality over quantity, and with names such as Maxim Lany, Pablo Nouvelle, Kidnap, Tensnake and Stereoclip on the roster, that’s an easy promise to keep.
Jurrien Romeijn, label manager of Electronic Elements: “Among the many labels that churn out weekly releases, we want to be the one that still looks to build artist propositions, the one that gives the artist the attention they deserve. It’s not about the singles; it’s about the endgame and the story, about the body of work that reflects the essence of the artist. That’s what we want to carry out with the reformed and relaunched label.”