EDM's global spread may be more intriguing to watch in the future than anything happening at present in America with Universal Records' Latin division announcing new EDM-specific label Aftercluv Dance Lab. While American labels like Def Jam court massive global names breaking into the American market like Axwell, Sebastian Ingrosso, and Afrojack, Universal Latino's Aftercluv has signed underground-to-mainstream acts including American-indie familiar groups like Lisbon, Portugal's Buraka Som Sistema and Monterrey, Mexico's 3BALLMTY to full 360 deals that will encompass touring revenue, too.
Aftercluv has planned operations in nine cities, Los Angeles, Miami, México City, Bogotá, Buenos Aires, Santiago, Río de Janeiro, Lisbon and Madrid. The label is significant in that it's the first major Latin-specific label operating in a region dominated by Latin-specific and Latin-friendly sounds that will be specific to dance and EDM plus handle label operations, management, promotion, booking and merchandising.
To consider the magnitude of such a deal, contemplate booking fees for artists at America's Electric Daisy Carnival and Ultra Music Festival, Tomorrowland in Brazil and Belgium, Electric Zoo's Mexican edition, possible Ibiza residencies, and any significant EDM events to come in markets including Argentina, Chile and Portugal, too. As well, contemplate having access and a stronghold on major brand sync licensing opportunities. For instance, if the SFX event brand is already tied into Mastercard, then it's a total win if they reach out to Buraka Som Sistema for a track promoting either Mastercard or a Latin-market specific event where Mastercard is definitely being used. Ultimately, this deal explodes the bubbling global Latin marketplace and invites in big money players into a rapidly expanding—but not quite yet fully commoditized—market.
Insofar as a first release from Aftercluv Dance Lab, there has yet been no word. However, this is certainly a story worth watching.
