New Label Profile: Pure Alternation

 

14 Nov 2011

 

 

Pure Alternation

 

Established in 2010 by Essex-based producer Cerberus, Pure Alternation caters for the whole spectrum of drum & bass and aren't afraid to dabble with a dash of dubstep every now and then as well. We caught up with the man himself to find out more about their latest releases.

 

How long have you been working on setting up the new label?

The label was established in September 2010 and it took roughly two months to sort out the general concept of what we wanted to do with such an opportunity.

 

Ronin - Don't Talk DIE TEST CLIP by PureAlternation

 

Tell us about which type of sound you were trying to achieve?

We wanted the label name to reflect our sound. Pure Alternation was set up for all sub-genres of drum & bass and a bit of dubstep on the side, but the idea was to alternate between sounds per release. I think this has helped us compared to other labels because it's allowed us to be dynamic.

 

Ronin - Granada V2 Test Clip (unsigned) by PureAlternation

 

Tell us more about the first release SnapBack EP...

The first release was a drum & bass 4 track EP. I knew this had to be something special because with digital labels growing by the day, you need to establish your market presence with a solid foundation. I heard this one track via a friend which now has the name Snapback. This tune was and still is the nuts and this was the foundation for the first release by Kiyos Revenge, a very talented 20 year old producer who we were lucky to get as other bigger labels and artists such as Heist & G13 liked the sound he was achieving.

 

Ronin - Dark Enclave FINAL320 FREEBIE by PureAlternation

 

What is your target audience?

Our target audience is predominately the jump up people but the fuller spectrum of people out there as well - liquid, tech etc. Not only that, but you don't have to have a particular favourite type of music to be able to enjoy any music so overall our target audience is everyone!

 

Ronin - The Devil CLIP (Forthcoming to Mix n Blen Records) by PureAlternation

 

Do you have any details about upcoming live performances/releases etc?

I can't say too much at this point, but there are a few more releases scheduled up until December. 2012 should be a good turning point for us, again I can't say as deals are yet to be confirmed but the future looks very good at Pure Alternation HQ.


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