Generally, the two don’t overlap too much - dance music wants to stay cool and ‘underground’, and major labels will dilute your work in order to sell it to the masses, right? Well recently a rare deal was struck between Sony BMG and Dutch phenomenon Don Diablo.

Already a big name in the scene (he beat Armin Van Buuren, Fedde le Grand and Tiesto in the People’s Choice DJ awards), Diablo sees the deal as a way to launch himself on an international level, as Sony BMG will be marketing and distributing his forthcoming album. A ‘fusion of electro/hip hop and rock’ album that he himself wrote, produced, engineered, and even sang on! Why would such a multi-talented musician then hand over control to anyone else, let alone a major label? Well, with only a small team working with him at the moment, Diablo knows there is not enough time to push all the avenues that he wants too, such as T-shirts and merchandise, especially as this album has taken two and a half years to get everything just as he wants it. The workforce of a major will free up his time so he can be more creative, and they will make sure all the paperwork is completed on time. Alongside Sonny BMG’s huge international presence, their financial clout may help him break through the ‘just a DJ’ barrier that he feels he’s been held back by. Diablo insists that he will keep full artistic freedom, and has plans to sign new independent acts to his own imprint, as well as future ‘DJ friendly’ EPs and a live show for a US tour.

In a statement from Diablo’s Amsterdam-based performer’s management firm, Muzikology, Sony BMG also notes that in the near future it will be “developing into a music entertainment company that offers a wider range of activities and services to artists in order to create a loyal fan base and strong artist brands”. Maybe this will change the way music contracts are structured with majors? Or at least change the way they are often viewed from artists looking to make it on a global scale without ‘selling out’.

Lee Jarvis.