German two-piece Adana Twins have become an iconic act amongst not only their home countries club scene, but that of Europe as a whole.
Their music has come via leading imprints such as Cocoon Recordings, Watergate Records, Exploited, and Strictly Rhythm – and has amassed tens of millions of plays across YouTube, SoundCloud, and Spotify over the years.
In 2018 they launched a label of their own in TAU, which more than half a decade later has now released productions from names like Upercent, Nandu, and Darlyn Vlys.
We spoke to the pair for our latest on Label Mates, to talk about the past, present, and future of TAU. Read the full interview with Adana Twins below.
You first launched TAU back in 2018, what made you decide to launch your own record label?
We always had the idea of starting our own label, especially since we were well connected in the scene and often received great unreleased tracks. However, 2018 wasn’t the planned moment. Originally, we intended to open a club in Hamburg called TAU, a name inspired by the Reeperbahn, where the club was going to be located.
But as life often proves, things didn’t go as expected. Just two weeks before signing the papers, we hit a snag with fire safety regulations (very typical for Germany), and the club project was no longer feasible in the way we envisioned it. Still, we loved the name TAU and were eager to create something.
So, we shelved the club idea and decided to launch a record label instead. Looking back, it was the best decision we could have made, and we haven’t regretted it for a single day.
Since then, you’ve released music from artists such as Nandu, Upercent, AIKON, and Sam Shure – what’s your typical approach to signing new music?
We first filter out the tracks that speak to us the most, the ones we can envision fitting our label. But the next step is crucial: we need to test them out in a DJ set. Since our focus is still 95% on music for the dancefloor, it’s important to see how a track performs live. After a few weeks, if the track feels right, we’re playing it, and it’s connecting with the crowd – then it’s a go. That’s why it often takes us a bit longer to provide final feedback to artists.
Of course, there are those “Aha!” moments where you just know immediately, like with Biesmans’ or Amberoom’s first EPs. We knew right away they had to be on TAU.
One thing you’ve learned about running a label that caught you by surprise?
That nothing is ever set in stone. There have been moments where tracks we thought were absolute hits didn’t quite land, and then others we didn’t peg as obvious hits just exploded. A great example is the Matthias Schober remix for Bog. We knew from the start it was a fantastic remix, no doubt about it. But the way it took off, none of us could have predicted.
Artificial intelligence is quickly creeping into the music industry, with cover art, social media posts, and even complete tracks being made using AI – what’s your opinion on where things are heading as the technology develops further and further?
We find it fascinating, and think it’s important not to shut ourselves off from it, but instead embrace it and learn how to use it to our advantage. In the end, there’s probably no avoiding it, so better to adapt now. This whole discussion reminds me of when timecode vinyl and USB sticks came out – many people thought it was ridiculous at the time, yet now everyone uses them like they’ve always been part of the scene.
That said, there are still vinyl DJs out there, which is great. In the end, it’s all about using the tools that resonate with you the most. And if a track is fully AI-generated, that’s perfectly fine. The music just needs to evoke emotion and create a connection. Most listeners probably don’t care whether a track was made analog or by AI – they just care about the final product.
What’s your favourite record label?
Benjamin: For me, it’s definitely Ninja Tune.
What advice would you give to anyone who wants to start a label in 2024?
Have patience and don’t focus solely on the music. The whole package matters. Often, the first point of contact with listeners is the cover art, so it’s essential to put as much effort into that as you do with choosing the music. Also, build your own little universe around the label. Bring it to life with small details and elements that people can identify with – whether it’s cool merch, a clever social media strategy, or something else entirely. You need to take people along on the journey with you.
Is there anything else you want to mention before we go?
There’s some amazing new music coming out on TAU, like our collaboration with Hardt Antoine. Plus, in December, we’ll be hosting our first showcase in New York, and we’re beyond excited about it.
Adana Twins & Upercent – Darkness EP is out now on TAU.