Iconic Netherlands-based dance label Spinnin' Records has become the first recorded music label to reach a record-breaking 30 million subscribers on its YouTube channel.
Spinnin' Records, in partnership with YouTube, is to release an innovative animated series exclusively on YouTube Shorts to mark the milestone, as the label continues to experiment with new forms of online music content.
The new series features animated versions of marquee artists on the Spinnin' roster, including KSHMR, Timmy Trumpet and Gabry Ponte, as well as newcomers like Lucas & Steve and LUM!X. Soundtracked by these artists, the action-packed sci-fi series was designed by acclaimed anime artist David Bradshaw, who has worked on the popular anime series Boruto and Netflix's acclaimed Castlevania. The final episode that completes the storyline is out today!
This campaign was introduced and discussed at this year’s IMS Ibiza - International Music Summit during a keynote on Wednesday, April 26 and featured Dan Chalmers, head of music EMEA, YouTube, and Susanne Hazendonk, VP of marketing, Spinnin’ Records.
The promotional roll-out for these YouTube Shorts also includes an online scavenger hunt with an interactive puzzle game, which you can play here.
Following the IMS keynote, Chalmers said: "Spinnin’ Records are true innovators in their field. They understand that music is about storytelling and world building - we’ve been blown away by their recent campaign celebrating their remarkable 30M subscriber milestone. In an age where music fans are consuming content across a multitude of formats, their Shorts and interactive puzzle games have pushed the boat out, and it’s been a pleasure to support their innovative vision on YouTube.”
Hazendonk also commented: “This is a proud day for Spinnin’ Records, the fans, our team and all the artists who’ve made their invaluable contribution in reaching this milestone. In time, Spinnin’s channel has turned into a gathering place for the international dance community, featured in the most inventive, beautiful and surprising content we could not have imagined 16 years ago. Recent ventures like Spinnin’ Create and Infinity Shorts emphasized this remarkable evolution. A big thank you goes out to our creative teams, all those collaborative artists and our followers, 30 million strong - we’ll make sure to keep you amazed!”