MACRO RECORDINGS

May 2007 saw the birth of a new label in the Whatpeopleplay family: Macro. While new labels rise and fall every week, few gain such a presence and overall support right from the start like Macro - fueled by label head Stefan Goldmann's reputation as one of today's most in demand electronic producers and the catchy razor blade brand and cover designs courtesy of San Francisco based artist Hau / Visual Harrasment. The whole idea about Macro is to create sort of a boutique label, with an extreme focus on artistic quality: showcasing highly individual musical expression in any direction rather than being label no.3192 going for the minimal, neo-deep or whatever pigeonhole. Too many labels just run after some trend of the season and compromise with the quality of the music. Macro is set to go in a quite different direction: very few releases a year, carefully designed and packaged, opting for uniqueness rather than uniformity, tools or generic models of dance music. Truly a statement against all the hastily produced laptop boredom that molests clubbers and listeners these days. That this concept actually works was proven with the label's debut. Stefan Goldmann's Aurora / Beluga double whammy showcased pretty much the principles of Macro: future forward techno beyond minimal, house beyond deep. The record directly hit Groove Mag's chart at #4 and received support from all over the place, including Richie Hawtin, Âme, Luciano, Damian Lazarus, Loco Dice and even house legend Chez Damier. It got licensed to heavyweight compilations by Renaissance and Global Underground and even found it's way into the bag of pop star DJ Mark Ronson, who's usually more reknown for his affinity to Hip Hop and R'n'B than for the straight kick. Quality pays off. Macro's second outing "Lunatic Fringe" (set for official release in September 2007) caused quite a stir over the summer. Rave feedback from the likes of Hawtin, Jerome Sydenham, Josh Wink and Steve Bug to Technasia, Peter Kruder and Ivan Smagghe shows that the label is capable of attracting players with the most diverse backgrounds. For the future Macro will continue to be a premier platform for both, Stefan's genre-bending outings and the utmost in quality by likeminded artists.