Three years ago, Jorn Heringa, longtime head of A&R at Spinnin’ Records, came across Brazilian DJ Alok’s music on SoundCloud. Heringa didn’t know anything about Brazil’s music industry but thought that Alok and Sevenn’s “BYOB,” with its techno-infused deep house beat, just might be the start of a new subgenre: Brazilian bass.
After signing Alok (born Alok Petrillo) in 2016, Spinnin’ helped develop him into Brazil’s first global EDM star. For Spinnin’, which celebrates its 20th anniversary this year, Alok is the latest example of the Dutch label’s trend-setting history in dance music. Co-founder Roger de Graaf attributes its success to one thing: “Even when we have a big hit, the first impulse is to immediately look for the next new kid on the block.”