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.
At the forefront of this exclusive roster of talent are the likes of LEON, Darius Syrossian, David Pher and Detlef. Also VIVa MUSiC will continue to work with what it considers an extended family for both releases as well as remixes – which means the likes of Audiofly, Tiefschwarz, Bearweasel, Radio Slave, MANDY and many, many more.
The rapid success of the label has allowed VIVa MUSiC to engender a number of subsidiary labels: iVAV Recordings, VIVa's Techno imprint, eViVE Records, the electronica output & VIVa MUSiC LTD for all things deeper...all came to fruition at the outset of 2010, with the aim to cater for specific sub-genres within the now broad house and techno spectrum.
"VIVa is an important part of my life, working with and building a family of artists that I take great pleasure in supporting and pushing. The amount of amazing music coming from new talent is phenomenal and its birth and direction are very exciting."