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MagnetronMusic www.magnetronmusic.com The little label that could

Its debut release broke new ground, the first Dutch-language record to be played on BBC Radio. P. It’s not.

Magnetron Music from Amsterdam is a small and innovative label, centrered around a closely-knit aggregation of producers, designers and performers. Its remarkable success raises a few questions. Like: is the future of rap multi-lingual? And: is electro the ‘lingua franca’ of dance? By Alfred Bos

Watskeburt by Amsterdam-based rap trio De Jeugd Van Tegenwoordig (‘youth of today’) was rush-released

late May 2005. It had been leaked via the internet and illegal copies were whipping up a storm in Amsterdam clubs. Its origin was a mystery; the artists an unknown quantity. The lyrics of Watskeburt (novelty lingo for ‘What’s up’) didn’t make much sense and sounded funny, very funny: a fascinating blend of street speak, pidgin Dutch and fantasy language. Within days of its official release, the track was all over Dutch national radio and galloping up the charts, hitting the number 1 spot in no time. Soon, Belgium fell as well for Watskeburt’s anarchic mix of surreal raps and stripped-down electrofunk, and the track was licensed for release in foreign territories. Pete Tong gave Watskeburt a couple of spins on BBC radio – a first, no Dutch-language record had ever graced the British airwaves – and ‘de Jeugd’, plus their producer Bas Bron, did a photo-shoot at Abbey Road. Not to be burned by its lightning start, Magnetron Music’s A&R and general manager, Kostijn Egberts, had to rely on his instincts and establish a legal and financial infrastructure for the upstart label while managing a run-away sensation. “The label hit the ground running and it took me a year to catch up with the facts. A problem of luxury, as far as I’m concerned”, he says. De Jeugd Van Tegenwoordig’s nova-like start set the course for Magnetron Music’s policy. Working with a small and mutually supportive pool of creative talent (producers, deejays, rappers, designers, visual artists), it stimulates in-house collaboration and synergy. De Jeugd Van Tegenwoordig has generated several spin-off acts, all successes, and its limited artist roster functions like an extended family. Fabergé, Vieze Fur and Willie Wartaal, collectively known as ‘de Jeugd’, are the public face of Magnetron Music; producers Bas Bron (label co-owner, with Egberts) and Rimer Veeman its force behind the scene. Bron and Veeman collectively record as electro act Comtron. Bas Bron has released tracks and albums using a series of aliases; as Seymour Bits he does ‘80s electrofunk in Prince mode, N***r Des Heils (an impossible-to-translate and outrageous pun on ‘nigger’ and salvation army’) is the nom de plume for his role as De Jeugd Van Tegenwoordig’s producer. Atypical and resourceful, these guys toss off hilarious puns and fresh concepts in their sleep. And they have an original take on rap and funk, bringing hip hop full circle to its early ‘80s electro roots. “It all has come together in an organic way”, Kostijn Egberts concludes. Baksteen (‘brick’)
Magnetron Music’s hectic start turned out to be a blessing in disguise. To Kostijn Egberts and Bas Bron, it all was strangely familiar, yet different. Back in 1999, Bron had recorded a funky pop album for Virgin Benelux, using the Bastian moniker; the single of the album, You’ve Got My Love, garnered a reputation for its provocative yet funny video-clip, a collage of female chests in close-up (the ‘titties clip’, check YouTube). It turned out to be a hit. Kostijn Egberts: “In the ‘90s, I had worded for the ID&T company as one of their label managers. Through [Dutch hip hop act] Brainpower, I had heard some tracks by Bas Bron and I had signed him right away. I released several of his tracks, using the name Gifted, which met with some success. However, Bas’s background is funk and he has a natural inclination for bands and performing live on stage. After setting up the Bastian deal with Virgin Benelux, I quit ID&T and started organising club nights and events, all the while staying in touch with Bas and helping him out with the business side of being a producer and performer. We had an understanding: as soon as we’d have the right track, the two of us would start a label.”
The right track turned out to be Watskeburt and it fell out of the blue, sort of – the result of engineered chaos and serendipity. Egberts: “Bas had fallen into the habit of inviting his artist friends – the Spaarnedammerbuurt collective - over to his studio every Friday afternoon, for sessions of beer-drinking and informal studio tomfoolery. One of the regulars was Sandder Lanen, director of the famous-infamous ‘tieten clip’ of You’ve Got My Love. His younger brother, Pepijn, started to join these Friday night sessions, nursing fantasies of being a rapper.”
Freddie Tratlehner aka Vieze Fur, a bohemian-minded art student from Amsterdam-Noord, had been nursing similar
fantasies for some time; with long-time friend Ollie Locadia a.k.a. Willie Wartaal, he formed a virtual rap act, Baksteen (‘brick’) – virtual, since Baksteen never practiced, recorded or performed. Egberts picks up the story: “After a Saturday night on the town, Pepijn was chilling on a fence at Waterlooplein. Freddie, whom he had met while cruising the clubs, happened to walk by and they started ‘battling’, hitting on the novelty word ‘watskeburt’, ‘wat gebeurt er’ in plain Dutch (what’s going on). By now, it was 9 a.m. and Pepin suggested to ring the producer who hosted those freaky Friday night sessions. Bas Bron jumped on his bike, paddled to the studio and 90 minutes later, the track was down. Bas insisted I had to hear it right away and I was literally jumping up and down the studio. We had our track to kick off the label. That’s how Watskeburt and Magnetron Music happened.”

Euro signs
Watskeburt had all the markings of a novelty success and business veterans were quick to write off De Jeugd Van Tegenwoordig as one-hit wonders. However, the quickly recorded and rush-released debut album, Parels Voor De Zwijnen (‘pearls before swines’), included several follow-up hit-singles – although not hitting the top of the Dutch charts, like Watskeburt – and ‘de Jeugd’ were offered a 30 minute weekly show on Dutch tv; Parels Voor De Zwijnen was hailed as Album of the Year. Overnight, Pepijn Fabergé, Vieze Fur and Willie Wartaal had turned into media darlings and entertainment prodigies. Kostijn Egberts: “At first, every journalist came up with this question: Is De Jeugd Van Tegenwoordig a fabricated act? Some kind of Spice Girls of Dutch hip hop, put together by a smart manager with Euro signs in his eyes? It all came together in an organic way, it just happened.”
Egberts is quick to point out what sets ‘de Jeugd’ apart. “All of them are very creative individuals, and collectively they complement each other. Pepijn is the intellectual, sending up hip hop culture while putting a fresh spin on it. Freddie (Vieze Fur) is the introverted Dada artist, dreaming up weird lyrics. Ollie (Willie Wartaal) comes across like a silly clown, yet he is very serious about his role as an entertainer; he has been a professional deejay for years, working seven nights a week in Mediterranean night clubs. Each of them appeal to a different section of the audience, adolescent girls as well as electro trainspotters.”
That’s not fancy promo talk, it shows in Magnetron Music’s track of chart success. The label’s second number 1-hit in The Netherlands (and Top 3 in Belgium) is Konijntje (‘little bunny’) by A.k.a. The Junkies. Released in February 2008, Konijntje is a solo outing by Willie Wartaal, his teasing innuendo set to a minimal techno production by upstart producer Arjuna Schiks, also hailing from Amsterdam-Noord. Egberts: “Arjuna’s production is Spartan, totally stripped down. Radio doesn’t play tracks in that vein, however, Konijntje was all over the airwaves in the Benelux. It’s damned catchy.”

Quality control
The multi-lingual Le Le (alternating lyrics in Dutch, French, German and English) is another successful Jeugd Van Tegenwoordig spin-off: Pepijn Fabergé, Rimer Veeman (half of Comtron) and Piet Parra, who is an internationally reputed designer and a talented producer. Kostijn Egberts: “Le Le is the product of weekly Tuesday night recordings sessions. Pepijn is a friend of Piet Parra, he wanted to try out some lyrics over Parra-produced beats. They contacted Rimer to polish the production.”
Le Le was off to a flying start as well. Before their debut album, Flage, hit the shops in the Summer of 2008, the trio had released an international club smash, the infectious (and silly) Breakfast. Egberts: “Breakfast is Le Le’s Watskeburt. It’s a classic Chicago house track, topped off by Pepijn’s processed rap of wanting to eat his female company for breakfast. My immediate response on hearing it: this is it! Piet Parra directed the video-clip, which was selected for the Top 10 videos of 2008 by US magazine Spin. Breakfast was in the record box of every name dj, from Carl Cox to Don Diablo. Tons of remixes and edits popped up; the Diplo edit, the Switch remix, you name it. Due to the silly lyrics, it proved to be a cross-over hit. At last year’s edition of the Lowlands festival, it was dropped by six totally different jocks and every time the crowd went bonkers.”
Meanwhile, Le Le has toured The States, the UK, Germany and France, among others, and Magnetron Music is preparing half a dozen of albums, to be released in the upcoming twelve months (see sidebar). After a explosive start and an enervating take-off, the little label that could is about to up the ante. “Both Bas Bron and myself are not dependent on Magnetron Music for a living”, Kostijn Egberts says. “The traditional trap for a label is to rely on volume over quality control. We prefer quality over quantity.” Small is beautiful indeed. Source: DJ Broadcast

Cool 📸 of Figi live at the Magnetron Music Bonanza at Skatecafe - shot by  Keep your eyes peeled for another one!
10/11/2022

Cool 📸 of Figi live at the Magnetron Music Bonanza at Skatecafe - shot by

Keep your eyes peeled for another one!

Catch De Witte Kunst during their release week in Amsterdam.Today they'll do a release show at Cinetol, (still some tick...
27/10/2022

Catch De Witte Kunst during their release week in Amsterdam.
Today they'll do a release show at Cinetol, (still some tickets available) and you'll find them live at the Concerto record store tomorrow!

In de donkere dagen voor kerstmis, in het rampjaar 2020, reisde De Witte Kunst naar een stil en vrij verlaten industriet...
20/10/2022

In de donkere dagen voor kerstmis, in het rampjaar 2020, reisde De Witte Kunst naar een stil en vrij verlaten industrieterrein in Culemborg. Daar, in een antikraakpand waar bevriende muzikanten Jaap van der Velde, Leon Harms en Marrit Meinema woonden, zouden zij gedurende drie lange dagen, met hulp van de eerder genoemde muzikanten, aangevuld door Elias Elgersma en producent Casper van der Lans, de tweede EP met de titel ‘Spek en Bonen’ gaan opnemen. Een betere lokatie voor een reeks liedjes die handelen over ‘er niet bijhoren’ en ‘niet voor vol meedoen’ kon er haast niet zijn: aan de periferie van de samenleving, in een vervallen en verlaten bedrijfsruimte, waar de geesten van reeds overleden kantoorklerken nog rondwaarden.

Bijna twee jaar later zien deze liedjes eindelijk het licht. Na een lang traject van bijschaven en verfijnen in de kleine studioruimte van Casper op de NDSM-werf, en later nog bijkleuren en masteren in de studio van Kai Hugo in Antwerpen, is de plaat nu uitgekomen. Op de voorkant van de hoes, vakkundig en met bezieling geïllustreerd door kunstenaar Bernice Nauta, zien we de twee leden van De Witte Kunst zich laven aan respectievelijk een blik bonen en een bord spek. De een heeft wat de ander niet krijgt, en vice versa. Zo is het altijd al geweest, en zo zal het ook altijd moeten zijn.

De Witte Kunst - Spek & Bonen is nu intergraal te beluisteren op Spotify en de andere streaming diensten!

Thanks   for adding Atlantis to the New Music Friday playlist!
16/09/2022

Thanks for adding Atlantis to the New Music Friday playlist!

28/07/2022

We’re proud to announce Ed DMX aka DMX Krew will make his debut on Magnetron Music.

An artist, label owner and renowned remixer (M.I.A., Man Parrish, James T Cotton, and man others) who needs little introduction, Ed DMX aka DMX Krew has today announced his new EP, and his debut on Fatima Yamaha’s Magnetron Music, “Serious”, out 8th September.

Having released Fatima Yamaha’s debut record under his Seymour Bits alias back in the early 00s via his Breakin' Records label, it took over 20 years to return the favour.

The funk-induced lead track “Serious” is sprawling with high-octane synths and infectious basslines. The baked-in-the-oven drums are an impersonation of a Linn Drum machine using DMX’s very own homemade drum machine.

Listen to the first track of the EP Serious via the link at the expected place!

Fatima Yamaha is playing live again! He'll be doing a concert in Oval Space London on the 26th of November. Tickets now ...
13/07/2022

Fatima Yamaha is playing live again! He'll be doing a concert in Oval Space London on the 26th of November. Tickets now on sale through: https://ra.co/events/1555989

We are very excited to announce the return of Fatima Yamaha and his live show to London on the 26th of November 2022 After four sell-out headline shows in the capital in recent years, the man behind arguably some of the most iconic electronic music of the last decade will bring his revered live show...

21/06/2022

Acid house galore!

In two weeks, the legendary producer Orlando Voorn makes his Magnetron Music debut.

As a solo artist, he has released work since the early 80s under a large number of aliases.
Savage Routine will be available on all platforms on the July 1st. Pre-save at the link in bio!

Second single from the forthcoming EP of Zhazhda is out today! Glubina!
03/12/2021

Second single from the forthcoming EP of Zhazhda is out today! Glubina!

10/11/2021

Throwback time! Watch the brand new video for KIKOK’s ‘Golden Pan’ — including a very young KIKOK himself 👶🏻 — on our YouTube-channel (link in bio).

KIKOK: "This is me and my family (1991) having fun in my native village where I was born and rised. This is one of the first and bright remembrances. You can notice me in the first frames where my mom feeds me with a spoon"

Out today! Padushki is the very first release of Zhazhda, a visual and musical project of two worlds colliding; the musi...
05/11/2021

Out today! Padushki is the very first release of Zhazhda, a visual and musical project of two worlds colliding; the music of Rimer London and Russian vocals of Poseidonna. Listen now: https://lnk.fu.ga/zhazhda_padushki or watch the amazing video by Petrovsky & Ramone on our YouTube-channel!

15/10/2021

Out today! ‘Speedway’ is the new album by KIKOK. Listen on all portals, or watch the official video for ‘Car’ featuring Loua on our YouTube-channel. Incredible artwork by Herblstempls. 🎉
https://found.ee/kikok_speedway

Check out this Thunderbolt, the first single from the forthcoming KIKOK album. It comes with a huge Betonkust remix. And...
08/10/2021

Check out this Thunderbolt, the first single from the forthcoming KIKOK album. It comes with a huge Betonkust remix. And while you’re at it, pre-save the album through the link in bio.

First single from the forthcoming debut album by KIKOK. Comes with a huge Betonkust remix. Pre-save the album through th...
08/10/2021

First single from the forthcoming debut album by KIKOK. Comes with a huge Betonkust remix. Pre-save the album through the link in bio.

Very happy to announce the release of Speedway by the infamous KIKOK. Out on vinyl on October 11th .nl and streamable on...
05/10/2021

Very happy to announce the release of Speedway by the infamous KIKOK. Out on vinyl on October 11th .nl and streamable on all portals from Friday October 15th. Pre-save link in bio!

Very happy to announce this scorching new EP by Fatima Yamaha. Loop-based house, tingly techno and gorgeous ambient. Bui...
27/09/2021

Very happy to announce this scorching new EP by Fatima Yamaha. Loop-based house, tingly techno and gorgeous ambient. Build Back Bangers. Listen through the link in bio.

 featuring  - Help Me In. Out now on all your favorite streaming platforms plus a fabulous video by  on YouTube and  .bo...
24/09/2021

featuring - Help Me In. Out now on all your favorite streaming platforms plus a fabulous video by on YouTube and .boonstra for the cover.

Vandaag overal te beluisteren: Gothrecht! Een prachtige muzikale samenwerking met onder andere Faberyayo, Stippenlift, G...
26/03/2021

Vandaag overal te beluisteren: Gothrecht! Een prachtige muzikale samenwerking met onder andere Faberyayo, Stippenlift, Georgina Verbaan, Betonkust en Firoza. Luister via uw favoriete streamingservice, of schaf het vinyl aan bij uw favoriete (online) platenzaak clone.nl

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