If you have been paying attention to the latest deep house compilations coming out of Armada, it should not come as such a surprise that the label once known primarily for its trance is now branching out into other areas of the electronic dance music spectrum. One of those sectors is, obviously, deep house. Armada has just recently gone public and announced a brand new label, Armada Deep, to continue putting forth quality music on the deeper side of trance and house music. Armada Deep will consolidate the former Black Book Audio, Electronic Elements and M Recordings imprints under one main record label identity.
“Releasing in the broad range of electronic music, Armada Deep represents the deeper side of Armada Music,” say A&R representatives Kevin de Roos and Marwen Tlili. “We bring you tracks which have proven their strengths in the underground, yet still retain crossover potential. Armada Deep will be the home for the very best deep house music.”
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Armada Deep is not the only new name in the Armada family. Accompanying the announcement for the inception of the new label was the news that Armada would be rebranding two of its flagship labels, Captivating Sounds and TRICE Recordings, into Armada Captivating and Armada Trice. Each label with have a unique identity to accompany its new name. According to A&R representative Joël de Vriend, Armada Captivating will pay respects to Armada Music’s strong legacy rooted in trance music.
“[It’s] the label where only the best deserve a place. Armada Captivating is focused on the young talents who will bring the new sound of today and tomorrow,” he says. “Names like David Gravell, MaRLo, Heatbeat and Chris Schweizer, are all champions of the captivating sound.”
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Meanwhile, Armada Trice will center more around the clubbier side of music with releases from artists like Feenixpawl, Arston and Funkagenda, Pelari and many more within the tech house and progressive house niches.
Says A&R director Onno van Kemenade, Armada Trice is “for those that understand the true meaning of club, tech-y and progressive records. Blurring the lines between sharp grooves and radio-friendly anthems, Armada Trice is all about warm sounds and melodic drops.”
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With fresh artwork and a brand new slew of upcoming releases, Armada Captivating, Armada Trice and Armada Deep represent different core concepts that are and have been a part of Armada Music. The first releases from the three labels are currently available for pre-order, and are scheduled for official release September 1.
“I am super proud of the Armada brand. Due to the digital age we currently live in, it makes sense to operate with fewer imprints and communicate Armada in a broader way,” says Armada CEO and Chief of A&R Maykel Piron, maintaining that the family will still remain focused on other artist labels such as Armind, ASOT, Future Sound of Egypt, Mainstage and Aropa, among others.
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