Inside Stories: The Creative Drive Behind Creator Records
Here's an interview that revealed the main ingredients for Creator Records' success story
One thing is for sure: the internet and the evolution of technology has revolutionized the way music is made and distributed to the music lovers nowadays. No need to rent a recording studio to create music. No need to send a demo tape to record labels and radio stations in order to get your music heard. No need to covince record shops to add your music to their shelves. All you need now is a computer with internet connection and you’re all set to becoming the next Harry Styles. Or not? Well, actually the music world as we know it today brought more challenges to the table.
Yet, some things will never change. The creative drive, the burning passion for music and, most of all, the patience into achieving success.
Creator Records, a boutique record label based in Romania, specialised in dance music, has touched all the above elements right from the start and it eventually paid off: Stranger, by Olivia Addams, turned into Platinum in Poland in 2021, gathering over 27 million streams on Spotify alone. Holy Molly’s Shot A Friend followed soon after, with 40 million streams on all DSPs’. This is massive, considering that it comes from a young record label, founded back in 2019. 3 years after its first release and their back catalog already counts an impressive number of 130 tracks.
So, as you’ve already used with, we had a nice little chat with Radu Cristea, one of Creator’s head honchos, to reveal the story behind their success.
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Do you remember how Creator Records was born?
In the beginning of 2019 we were a management team for Holy Molly & Olivia Addams, signing tracks to labels all over the world. After realizing that most of the promotional efforts & ideas were crafted and implemented by us, we decided to create an entity that can handle in-time all these aspects and centralize the value of our products.
First song that made an important breakthrough. How did it happen?
I think Menage A Trois by LIZOT & Holy Molly. Even though it’s not signed with our label, I feel that was the starting point of something beautiful for both the artist & the label. It started from the creative process of Holy Molly & Marius Dia. What followed is just a result of the previous.
Define Creator’s signature sound and vibe in 3 words.
Quality-Emotional-Upbeat.
Creator Records had a huge contribution in shaping artists careers, like Holy Molly or Olivia Addams. Is there a secret formula for pushing artists to popularity and success?
For sure, there’s one. It’s kind of a cliché and I’m going to share it without hesitation. The secret formula is surrounding yourself with intelligent and qualitative people that strive to become a remarkable entity.
How do you find new artists or new music? Do you accept demos? Do you scout for new artists to sign?
Usually, we find new artists on TikTok/Instagram. Some have a vibrant voice, some a great songwriting.
We’re happy to listen to any new music and offer constructive feedback for all demos sent.
This is the new paradigm around which the world revolves – content creation.
From your experience, what matters most nowadays in music promotion? Radio airplay, editorial playlists, independent playlists, the size of the social media followers?
All of them combined, actually.
Social media followers are important as they are the first ones that can create buzz around a release, but realistically speaking, I would say that radio airplay still makes the difference today as the editorial playlists & independent playlists follow up in adding the song if it’s performing well. Combined with a good social media awareness, it can definitely create a good story.
However, things tend to be a bit difficult lately as more and more radios in different territories are requesting streaming arguments in order to add a song in their playlist, so the whole process slowly gets reversed.
Also, keep an eye open for the spread and results that a good TikTok trend can generate. It can work amazingly well.
What are the things an artist must have, in order to be eligible for a contract with Creator Records? Besides the singing skills, of course
All artists that work with us need to be songwriters / producers or are willing to learn the process. This is the new paradigm around which the world revolves – content creation. Also, patience is essential 😊
A record label’s role has radically changed over time, keeping up with the tech developments and the internet. With all the DIY tools and platforms at hand for independent artists, why do we still need a record label in 2023?
It’s very simple. Up to a point, it’s very cool to use DIY tools but when things get serious, you’ll need a team to count on. It’s a hidden iceberg of tasks behind every artist and song. Maybe there are houses that can be built alone, no doubt, but there is no skyscraper built without having a big team.
The social media platform that brought you the best results in terms of growing awareness for Creator artists.
Spotify.
3rd party playlist placements: are these important in your marketing mix, when promoting a new release?
Absolutely. Vital. They have a well curated public, and it can help with a lot of algorithmic plays in time.
An example of a Creator song that went viral out of thin air
Not About Us by Alis Shuka – no. 1 in the Eastern Territories for 4 months in 2022. It exceeded all expectations.
Stranger by Olivia Addams –no. 1 for 8 weeks in Poland in 2021. Also, Platinum disc & ‘Best Foreign Artist’ in Poland in the same year.
What’s left to say? Shot A Friend by Holy Molly – 2022 - there were so many mixed feelings around releasing this song that I would need a day to write about it. It was like the black sheep of all releases. Eventually, it got out just because there were no single alternatives for the artist Holy Molly. Slowly it climbed to no. 1 & Golden disc in Poland, no. 1 in the Eastern territories, viral charts on Spotify / Apple, 40M+ organic(!) combined streams, and fastly approaching 1M+ Shazams all in one year. It’s like a virus, but a positive one 😊
One artist we should keep an eye on in 2023.
Can’t give you one, but I can give you 3. Edine, Naomi Prie & Carine.
patience is key
3 things that matters most for an artists to achieve success.
1) Patience.
2) Ability to write songs.
3) Social media public approach.