Jon Rundell‘s new release “Poetry” marks a controversial new direction for the British producer, DJ and label owner, as he seeks to challenging the status quo by giving away his music and the individual parts to them for free.
The moves is complete counter-current to the way the industry has been operating for years. Rundell has decided enough is enough. Increasingly frustrated with the underground music industry’s general resistance to change across the board, he’s decided to ditch the traditional DJ-only focused way of releasing music for multi-platform streaming, ensuring free to listen (in both senses) access to his tracks and even encouraging remixing in fans’ bedrooms across the world by releasing individual parts to this new track.
How? Rundell has decided to revive his own ETCH label to release a brand new single entitle “Poetry,” the first of a series that will see the label churn out tracks that will go straight to Soundcloud, Spotify and Youtube. Each track will be available for free download on SoundCloud, with its parts also available for download to make it easier for aspiring & professional producers to remix it or do whatever they want with them. Eventually, Rundell plans to keep an eye open for anything that may stand out to him from the result of his project and, if appropriate, release it in the same way on the label.
Rundell has been around for years, and this is in a way how he has decided to give back to the younger demographic of dance music fans that he knows have been coming out to party and dance to his music.
6AM caught up with the producer to get more details about the project and how it came about.