After a year and a half of planning and preparing his new project, Bontan feels that the time has come to reveal it to the audience. The Liverpool-born acclaimed DJ and producer launches today his new label, North Drum, debuting with his own single Forever. Having carved out his own sub-genre within the house music space and established himself as one of dance music's most formidable forces, he is now determined to build out a home for this sound. Although initially it will be his own singles, he's got plans to bring other artists on board around the fourth label release. Stay tuned!
“Alongside the label, there will also be an event series, bringing this unique sound globally,” he adds about the projects he'll be leading with his exciting new initiative, North Drum, which has its eyes on cities including Miami, Dubai, and London. The first chapter of his label is Forever; his new track exemplifies the label's core ethos, showcasing raw, organic drum patterns, punchy percussion, and the hypnotic, acid-infused qualities that have made Bontan one of dance music's most respected figures. “This record is probably one I'm most proud of in my career."
Bontan, congratulations on the launch of your new label, North Drum. How do you feel?
Honestly, it's a mix of nervous excitement. It's been well over a year of building the label to this point, and I can't wait to show everyone all the music I've got planned.
"The new era begins now. I'm excited to introduce North Drum. Can't wait to show you what we have in store!" you shared on your Instagram with your followers a few days ago. What has the feedback from your audience been like so far?
Every response has been one of support and love. It means a lot when you put yourself and your art out there and the feedback is all positive.
When and how did the idea for this project come about, and how long have you been working on it?
As I mentioned earlier, I think it's probably around eighteen months of planning and prep. I wanted to wait for what felt like the right time in my career to launch the label. It just feels right now.
Aiming to highlight the raw power of organic drum sounds and punchy percussion, all wrapped in rolling house grooves with a touch of acid flavour, you've said that North Drum is not only a label for your own releases but a home for your sound and a platform for like-minded artists who are also pushing percussive, groove-driven music forward. Could you tell us more about the core values of your new project?
I feel like I have carved out my own sub-genre within the house music space, and I want to build out a home for this sound, not only for my own music, but I also want to guide up-and-coming artists and give them all the knowledge that I myself have gained over the past twelve years of releasing music. I'm truly giving them a platform to go above and beyond with their own careers. Alongside the label will also be the event series, bringing this unique sound globally.
You're launching your new label with the debut single Forever, which embodies the signature style that earned you multiple Beatport #1s and positioned you among the platform's highest-selling artists across all genres. What does this release mean to you?
This record is probably one I'm most proud of in my career because of all the hard work it took me and my team over the past two years (that's how long we've been trying to release this!). We eventually got there and thought it would be perfect for it to be the first single on the new label.
The label launch follows a landmark period for you, including a standout performance at Coachella last year, complete sold-out North American tours, and producing remixes for industry titans including DJ Snake and Jamie Jones, among others. Have you had time to process everything you've experienced in the last few years?
It's been a bit of a whirlwind over the past couple of years, but I've managed to stay focused and treat each piece of success as a small step toward a long-term goal. I've had to get used to spending 80% of my free time on planes, though!
And what do you feel when you step on stage at these iconic events to perform in front of so many thousands of people? Do you get nervous?
I used to get nervous, but now it's more excitement. Excitement of the unknown is what gives me the biggest rush. No feeling on earth beats the feeling you get when a record truly connects with a crowd en masse.
Do you remember the first time you performed in front of a large audience?
I think the first time it felt really special was my Parklife Manchester debut. There were around 15,000 people. I'd only ever played to about 500-1,000 people before that. It honestly blew me away.
What has changed since you released your first tracks, and what has remained intact?
I think my production quality has massively improved since then. I also didn't truly know what type of artist I wanted to be when I first started. I am laser-focused now and have a clear long-term goal set out for how I want my brand to translate.
Is there anything you can tell us about North Drum's upcoming projects?
Initially, it will be my own singles, but we've got plans to bring other artists on board around the fourth label release. Then we launch our parties around the globe. Initially looking at Miami, Dubai, and London to start. Unique spaces with our brand identity clear throughout the whole production.
And where would you like to see your label in ten years?
Consistently releasing quality music and still developing upcoming artists with a platform not just to release music but to tour also. A label that's respected throughout the music industry and one that, when you hear a record, you know exactly who it's signed to without seeing our name.
What do you like most and least about the current global music scene?
I like how a lot of parties (especially in the house scene) are mixing so many sub-genres on line-ups. It's not strictly one genre. You can see a house act with an afro house DJ and a minimal house act all on the same lineup, which I really like. Ten years ago it wasn't the case. The thing I like least about the music scene is how a lot of labels look at social media numbers before they listen to the music!
If you could change just one thing about the industry, what would it be and why?
I'd like events and parties to be more affordable for people. It's getting more and more expensive to go to events now, and that drives away such a huge market.
What message would you like to send to the world?
That there's unearthed talent making incredible music around the world. They just need a platform to showcase it. Hopefully, people will start digging deeper to find artists and music than what they are fed in the mainstream.
What's your biggest dream?
North Drum Festival.