Firstplanet, the e-label created by Gianfranco Bortolotti, has reached an extraordinary target: 500 DJs in its own roster. With the “Believe, Produce, Fight” claim, the platform aims even higher.
Gianfranco Bortolotti, is this a goal for you?
“Having 500 DJs on a new label in 6 months, winning all misconceptions on credibility, completely engineered interaction, the spontaneous management of contracts and uploads: this is certainly a striking success in Italy but also in Europe and in the world. We do not have top DJs yet, but we are getting ready to give our artists all the tools that they need to become super professional and produce super records and new successful waves. It is certainly the most important sign of change in the world of music in recent years. So yes, it is a goal for me. Now we aim at 5000 DJs”.
What will be the value and the power of such an army?
“Of course I can say that unity always means power. I imagine 5000 DJs, in addition to their individual fans, playing on the same day or sharing the same track on the same day. It will be a new tool for promotion and marketing at the same time. I also imagine just the feedback we can have and the tools we can get from it. Fantastic. We are not interested in either the value or the power deriving from it; we want to assert our strategy and launch a phenomenon like Spinnin ‘did with EDM and even before Media Records with the legendary UMM, Heartbeat and above all BXR”.
500 DJs seems a bit the charge of 300 Spartans at the Battle of Thermopylae: is this army ready to invade? What are your intentions?
“The 300 Spartans at Thermopylae stopped Xerxes by sacrificing their lives to give Sparta time to evacuate elderly women and children. They did not intend to invade anyone. We have a less noble purpose, we simply want to restore dignity to all the DJs who are affected by the extraordinary fame of the top DJs without having a chance to stand out. Here, this is the primary purpose of this army: to give a chance to all those who are part of it. Obviously, also depending on their individual skills and commitment”.
What are the goals of Firstplanet now?
“As a short-term goal, we want to engineer all the labels of the Group and offer our technology to all the labels that are willing to embrace our idea, including our competitors. Later, we will expand the platform from Italy – where we are currently testing it – gradually throughout the rest of the world. I want a million DJs on my platform and at least 2000 between PRs, A&Rs and professionals, who will work to offer everyone a well deserved chance”.
Why “Believe, Produce, Fight” is now the Firstplanet claim?
“’Believe’ ’cause it takes an act of trust to embrace what is new; ‘Produce’ ’cause it’s the only process supporting the gradual improvement of young DJ skills; and finally ‘Fight’ because in any case there will be a ranking that will determine the best and the least good. However, there will be an audience that will choose who to listen to: nowadays life imposes us and will force us more and more to fight not to get bored and depressed in the futility of a world completely dominated by machines and AI. And by the way: our AMI (Advanced Music Interface) is the first in the world of its kind”.