TOP LABELS: Additive
TOP LABELS: Additive
A sublabel of EMI, primarily releasing progressive trance and Euro-trance music.
Used by EMI to test the reception of contracts before a full commercial release on Positiva.
Parent Label: EMI
As a label exclusively releasing 12-inch records, Additive provided a useful testing ground for parent label EMI, which could assess the commercial potential of (usually) foreign trance productions. The most successful transition was to sister label Positiva, where full CDs and 12-inch albums were released. This included tracks like Brainbug's "Nightmare," Marc Et Claude's "La," Ayla's "Ayla," DJ Sakin & Friends' "Protect Your Mind," Fragma's "Toca Me," and Aurora's "Hear You Calling," which (after being re-released on Positiva) reached the UK Top 30 singles chart.
While this system was certainly very effective, some tracks that enjoyed strong DJ support didn't make it onto Positiva when—in my opinion, given that trance was at its peak at the time—a top 40 UK chart position seemed almost guaranteed if they were converted—e.g., Der Dritte Raum's "Hale Bop," Red Light District's "Did You Hear Me," and Chris Raven's "I Know You Love Me Too."
As a label at the forefront of the UK trance scene in the late '90s, alongside artists like Fluid, Platipus, and Hooj Choons, Additive made its mark largely through its diverse sound. The label brought us the talented production skills of artists like Thomas Heckman, Chris Cowie, Ralph Fridge, BBE, DJ Remy, and Stephen Bodzin, to name a few. Commander's first release, Tom-Are-A-Eye, was an ice-cold hardhouse/hard trance classic, played by artists like Sharkey, Mark Eg, and M-Zone, as well as Jules and Pete Tong, in the mid-to-late '90s. The label experimented with releases like Fletch-The-Party, Firm House-Party Fav with DJ Danny Rampling, and Drum and Bass with Dub Tractor and Bliss-N-Tumble. In 1997, the label championed UK trance sounds in the form of Groovezone and DJ Sakin and friends, until the millennium, when the introduction of DJ Remy into the dance circuit allowed the label to lean more towards the progressive side of the trance spectrum, attracting the attention of DJs like Sasha [DJ Remy - he blew his tracks up on his 2000 essential mix] and Carl Cox [16+C - below 4 ever chab mix includes tracks on his 2001 radio 1]. Looking back, I can only think of Hooj and Platipus for achieving what Additive has, and the label will always be dear to me, as Ralph Fridge - Paradise was the first album I bought, after hearing it on DJ M-Zone in '98. A label light years ahead of its time.
