SHIFT Launches Revolutionary Artist-First Electronic Label With 'Transmissions 001' & ADE Showcase
Independent electronic music record label SHIFT, founded by Guy Tolhurst and Grant Nichols (of Nichols+Roark), officially launches this October with a mission to place artist development back at the core of the recording industry. Built around the foundational principle "artist-first, not track-first," SHIFT moves away from an ecosystem dominated by transactional release cycles, overfilled demo inboxes, and short-term trends.
Instead of acquiring single tracks from isolated artists, SHIFT curates a tight-knit roster each season, investing its infrastructure, network, and resources into building sustained long-term momentum. For its inaugural Season 1, the label brings together seven distinct artists: Cristina Tosio, Leena Punks, N1NJA, Seizmic, Sonickraft, TIMANTI, and Willis.
"Labels are overwhelmed, artists are being ghosted, and the whole dynamic has become too transactional. Constantly sending music into a black hole isn’t good for anyone, creatively or mentally, and we didn’t want to build another label that replicated a model we already knew was broken," explains co-founder Guy Tolhurst.
Operating without an open demo inbox, SHIFT provides a curated home base where roster members release solo and collaborative projects, remix one another, and perform across brand showcases while retaining the freedom to work with outside management and release on other labels.
"Artists shouldn’t have to become label owners just to release music consistently. By keeping our roster deliberately curated, we can give every artist real attention and momentum," adds co-founder Grant Nichols.
The label's debut collective statement comes via 'Transmissions 001', a Various Artists compilation curated by Nichols+Roark featuring tracks from Sonickraft, Seizmic, N1NJA, Willis, and Nichols+Roark. The release sets the sonic baseline for the platform ahead of its physical debut.
Stream / Purchase 'Transmissions 001':
SHIFT will officially celebrate its global launch during the Amsterdam Dance Event (ADE) on Thursday, October 22, 2026, hosting an exclusive daytime event at The Crane Faralda from 9:30 AM to 4:00 PM. The showcase features the full Season 1 collective alongside international guests, including Volkoder (BR), Cristina Tosio (ES), Human Rias (DE), Julian Prince (CA), Leena Punks (GB), N1NJA (GB), Nichols+Roark (GB), Seizmic (GB), Sonickraft (GB), TIMANTI (GB), and Willis (GB).
Event Date: 22 October 2026
Time: 09:30–16:00
Venue: The Crane Faralda, Amsterdam
Ticket / RSVP: https://www.skiddle.com/e/42721097
