Warm, a long-standing London club night and booking agency – recently merged with Elastic – have started  a record label.

The label’s debut release will come from new duo Face + Heel, and takes the form of a 10″ EP released on May 7. Face + Heel will, in fact, be the only artist that Warm release in 2012, with a second and third release penciled in for Summer and Autumn.

Below, we’ve embedded a live video of the lead track from Face + Heel’s debut, along with the transcript of a short email interview with Warm’s Ali Tillett about why and how the label started, and when it’s going.

Why did you decide to start a label, and why now?

“I have always wanted to start a label ever since Warm began all those years ago but due to focussing on the agency and events there was never really the time. Now we have merged our agency with Elastic Artists and we are taking time out from putting on our own events, i have more time now. It seemed like the right time to start up the label so I could focus on it one hundred percent and work closely with the artists we sign. I also have quite a few friends who run labels and over the course of the last twelve months i was also asking their advice about starting a label. The other key factor was that over so many years of running Warm, I had never really been sent tracks or had heard tracks that grabbed me as much as those that Face + Heel sent me, so in a way it was perfect timing.”

How did you encounter Face + Heel? Was it a conscious decision to focus on this one artist and develop them over several releases?

“Sinead and Luke emailed me earlier this year about potentially coming onto the agency roster. They attached a couple of tracks to the email and I had a listen to them and straightaway knew this would be the first artist for the label. The music surpassed anything else I had ever been sent and was on constant rotation at home and on the headphones which is always the perfect sign. We literally met a week later in person in London for a couple of pints and we had the same ideas and vision and had the same musical tastes and everything just seemed to click. Being an agent as well as a promoter and a manager I always feel that iIneed to work closely with any artist I signed to the label, to help them with every aspect of the industry I have worked in or am working in.”

What would you say the vibe / idea / aim of Warm the label is?

“The main aim with the label is to build every artist up to a potential album release, that’s the ideal plan. In terms of vibe, to be honest musically it could be anything as I listen to so much music everyday from all genres that I don’t believe it makes sense to pigeon hole Warm as a house label or disco label, which I think some people would have expected. So expect anything and everything in the future. The main thing for me personally is making sure any artist we sign is happy how we work together and they feel confident to voice their own ideas and view points. Working as a team is paramount.”




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