Started in October 2006 by Steve Lawler, VIVa MUSiC began life as a conduit for the internationally renowned DJ and Producer to release the wealth of underground music he encountered on his travels. Now, just a few years later, VIVa is a self-contained hotbed for new talent which draws attention from DJs, punters and producers alike.
Having previously handled the now-classic and ‘traditional vinyl’ label Harlem Records, Lawler decided VIVa was to be a forward thinking outlet for quality music and boldly announced that VIVa was to be a digital only Label. However this quickly changed when certain markets, namely Germany & Italy, created huge demand for VIVa MUSiC on vinyl. With a clear mission to look towards the future of the music industry, releasing first on digital was a step to ensure that music could be released quickly and retain the freshness that the label’s A&R was initially struck by.
Far from the template set out by many of Lawler’s contemporaries, VIVa MUSiC quickly established itself as a label where artists could be themselves and write music that isn’t defined by just A&R, but by one simple guideline: Quality. Subsequently the label has gone on to release music from a wide range of artists, from major players like Lawler himself, Radio Slave and Audiofly through to burgeoning talents like Livio & Roby, Simon Baker, Darius Syrossian, Nyra and Leon.
In keeping with an ever evolving outlook, VIVa further transformed. Worldwide tour nights, Festival Arena's, and International Residencies are just the tip of the iceberg. Always ones to buck trends, the VIVa family are expanding its roster of relatively unknown talent rather than rely on the tried and tested.