Founded by Guy Tolhurst and Grant Nichols of Nichols+Roark, SHIFT launches this October with a different approach to artist development. Its “artist-first, not track-first” model moves away from individual track signings and short release cycles. Instead, the independent electronic music label will focus on a smaller group of artists each season. Its first chapter includes a seven-artist Season 1 roster, debut compilation Transmissions 001 and an official launch during Amsterdam Dance Event.

An Artist-First Approach

Instead of operating an open demo inbox, SHIFT will work with a carefully selected group of artists each season. The label will invest its time, network and resources into helping them develop over a longer period. Artists can also continue working with their existing management and release music through other labels.

Season 1 includes Cristina Tosio, Leena Punks, N1NJA, Seizmic, Sonickraft, TIMANTI and Willis. They will release music individually and collectively through SHIFT, while also collaborating and remixing each other. The roster will perform at both SHIFT and external events and gain access to opportunities through the label’s wider network.

Explaining why they wanted to take a different approach, Guy Tolhurst said: “Labels are overwhelmed, artists are being ghosted, and the whole dynamic has become too transactional. Constantly sending music into a black hole isn’t good for anyone – creatively or mentally – and we didn’t want to build another label that replicated a model we already knew was broken.”

Grant Nichols added: “Artists shouldn’t have to become label owners just to release music consistently. By keeping our roster deliberately curated, we can give every artist real attention, build momentum around their music and let them focus on what they do best.”

The first example of the model comes through Transmissions 001, released on October 16. Nichols+Roark curated the Various Artists compilation, which features Sonickraft, Nichols+Roark, Seizmic, N1NJA and Willis. The project brings several Season 1 artists together while giving each of them an introduction through the label’s first collective release.

SHIFT Heads To Amsterdam Dance Event

The next step comes during Amsterdam Dance Event, where SHIFT will officially launch on October 22, 2026. The Crane Faralda in Amsterdam will host the event from 9:30 AM to 4 PM. The lineup features Volkoder, Cristina Tosio, Human Rias, Julian Prince, Leena Punks, N1NJA, Nichols+Roark, Seizmic, Sonickraft, TIMANTI and Willis.

As SHIFT’s first major international gathering, the event will bring its artists, founders and wider network together in person. It will extend the label’s development model beyond releases through performance, collaboration and industry connections.

Looking beyond the launch, SHIFT plans to connect releases with artist development, events, collaborations and wider industry opportunities. Each season will allow the team to concentrate its resources on a defined group of artists. The longer-term aim is to support their careers beyond one track or release cycle.

Tickets and RSVPs for the October 22 launch at The Crane Faralda are available via Skiddle: https://www.skiddle.com/e/42721097