EXCLUSIVE INTERVIEW
For nearly two decades, Rawthentic has been an unwavering force in the electronic music scene, craf- ting sonic landscapes that captivate hearts and minds. With a fervent dedication to authenticity and a discerning eye for talent, Rawthentic has not just maintained relevance but has soared to unpreceden- ted heights, charting music that resonates across generations.
With an A&R process fueled by love and meticulous care, The label carefuly curates and selects each track intending to create timeless music that stays true to the Rawthentic sound. But Rawthentic is more than just a record label; it’s a movement, a community united by a shared love for music that transcends boundaries.
With a vision that stretches beyond the horizon, the label embarks on a journey of expansion and growth, weaving its tapestry of sound into the fabric of tomorrow’s musical landscape. Join Rawthentic on this exhilarating ride, where the only limit is the endless expanse of the imagination. Welcome to our amazing interview with Rawthentic Music; where simplicity meets raw passion, and every beat tells a story of boundless creativity and unwavering dedication.
How has Rawthentic Music maintained its relevance and consistently charted music over the past two decades, and what strategies have contributed to its success?
“We both put in a lot of care and love into the A&R process. We do it ourselves. We love to put in the extra work to make sure the tracks are as good as they can be. In a lot of cases, we go back and forth with the artist to make the track just right”.
“We also try to sign tracks that we feel will have lon- gevity and NO expiry date. We hate short-shelf life music. We won’t sign tracks that just sound like the ‘hot’ sound. It’s very common for us to be playing Raw- thentic tracks from 5+ years ago… And we pretty much play out every single track we sign”.
“We want releases that will feel relevant and playable for years to come”.
Reflecting on its 20th anniversary, what milestones have Rawthentic Music achieved in terms of brand reach and global recognition?
“For us, we feel that being able to operate for 20 years alone, is a milestone in itself and this is due to the quality of music we strive to release…”
“This has led us to where we are now where we’ve had really good recent years and that brought us more global recognition. We are now doing more events/re- sidencies/stages at festivals so people are seeing the growth of the brand. That helps us have booking power and have our artists from the label on more of our shows. That means a lot to us”.
How has Rawthentic Music’s rebrand in 2020, ex- panding beyond a record label to include showcases, residencies, and a weekly radio show, impacted its brand identity and audience engagement?
“These are all the puzzle pieces that were missing to elevate the brand. Rawthentic is more discoverable overall through all these different lanes. Someone may discover us through one of our sample packs or our radio show… We have more ways for people to find us now”.
What challenges did Rawthentic Music face during its rebranding process in 2020, and how were they over- come to successfully transition into a multifaceted brand?
“We re-launched Rawthentic right before COVID hit in 2018. Even though the pandemic presented a huge challenge for us, it led us to start expanding the brand through these different lanes. On top of that, we continued releasing music regularly every 2 weeks without fail. We made sure to still grow our brand by elevating our brand identity. During a bad time, we went harder with it and we just kept pushing”.
In what ways have Rawthentic Music’s showcases and residencies contributed to fostering a sense of community among artists and fans, and how does this align with its brand values?
“We have been here 20 years and we have a certain sound and people have been following us this long so we created this community through our music… Through people’s connection to our music and brand .. people that know us and our sound have something in common and that brings people together”.
“We try to create an atmosphere that fosters positivity and no judgment but at the same time if you’re a prick even with dope music… You ain’t getting on Raw”
“We have this recurring tagline ‘Keep It Simple, Keep It RAW’.. that is how we are... and that comes through in the music and how we operate and that seems to connect with people”.
How has Rawthentic Music leveraged its weekly radio show to further its brand reach and connect with a wi- der audience, particularly in the digital age?
“By starting this weekly radio show, we have another lane spreading our name but mainly it showcases our artists and our upcoming artists to the world”.
Looking ahead, what are Rawthentic Music’s goals for expanding its global presence and solidifying its position as a leader in the electronic music industry?
“Our goal is to become recognized as one of the top brands in the industry. We want to get there through our music. We feel the music we make and sign and the type of atmosphere we bring to our events is how we want to do this”.
How does Rawthentic Music plan to continue innovating and staying ahead of the curve in an ever-evolving music landscape, particularly in terms of genre diversity and emerging trends?
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