M – Labels
Biography
"May 2007 saw the birth of a new label in the
Whatpeopleplay family: Macro. While new labels rise and fall every week, few gain
such a presence and overall support right from the start like Macro - fueled by
label head Stefan Goldmann's reputation as one of today's most in demand
electronic
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"May 2007 saw the birth of a new label in the
Whatpeopleplay family: Macro. While new labels rise and fall every week, few gain
such a presence and overall support right from the start like Macro - fueled by
label head Stefan Goldmann's reputation as one of today's most in demand
electronic producers and the catchy razor blade brand and cover designs
courtesy of San Francisco based artist Hau / Visual Harrasment.
The whole idea about Macro is to create sort of a boutique
label, with an extreme focus on artistic quality: showcasing highly individual
musical expression in any direction rather than being label no.3192 going for
the minimal, neo-deep or whatever pigeonhole. Too many labels just run after
some trend of the season and compromise with the quality of the music. Macro is
set to go in a quite different direction: very few releases a year, carefully
designed and packaged, opting for uniqueness rather than uniformity, tools or
generic models of dance music. Truly a statement against all the hastily produced
laptop boredom that molests clubbers and listeners these days.
That this concept actually works was proven with the label's
debut. Stefan Goldmann's Aurora / Beluga double whammy showcased pretty much
the principles of Macro: future forward techno beyond minimal, house beyond
deep. The record directly hit Groove Mag's chart at #4 and received support
from all over the place, including Richie Hawtin, Âme, Luciano, Damian Lazarus,
Loco Dice and even house legend Chez Damier. It got licensed to heavyweight
compilations by Renaissance and Global Underground and even found it's way into
the bag of pop star DJ Mark Ronson, who's usually more reknown for his affinity
to Hip Hop and R'n'B than for the straight kick. Quality pays off.
Macro's second outing "Lunatic Fringe" (set for
official release in September 2007) caused quite a stir over the summer. Rave
feedback from the likes of Hawtin, Jerome Sydenham, Josh Wink and Steve Bug to
Technasia, Peter Kruder and Ivan Smagghe shows that the label is capable of attracting
players with the most diverse backgrounds. For the future Macro will continue
to be a premier platform for both, Stefan's genre-bending outings and the
utmost in quality by likeminded artists."
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