Artist agency Frills: "House and techno are way more to us than just genres" - News - Mixmag

Artist agency Frills: "House and techno are way more to us than just genres"

Meet new Berlin-based agency Frills

  • In association with Frills
  • 19 October 2020

The success of an artist's career isn't solely down to their talent or hard work. While both these things are obviously integral in a career flourishing, it's work behind the scenes from the agencies that work with these artists that are also a key component in keeping things moving. A new artist agency, the Berlin-based Frills, is looking to make a mark in the house and techno world, with a firm eye on helping artists develop in a unique manner.

Services offered by Frills include bookings, marketing, brand creation, business affairs, consulting, record label management and event production. Describing themselves as "ravers at heart", the Frills team will build tailor-made strategies based on artists' goals and needs. This will be done through intelligent decoding of metrics, a method Frills says will help "to develop the trajectory of an artists’ career".

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Other expertise in Frills' ranks are a long list of contacts from around the world - paving the way for promoting and touring music globally - and brand creation, which will play a huge part in honing an artist profile.

Aga Heller, who has previously worked with Solomun, his label Diynamic and techno brand HYTE, heads Frills alongside David Lewis. The pair's statement about Frills reads: “House and techno are way more to us than just music genres. It's all about a culture, a lifestyle, a common understanding of values. Collectively we have lived and breathed the moments that defined the last three decades of dance music, right up until the present."

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Heller added: “We’ve been able to build our roster and our processes from the ground up. We want to announce our partnerships with artists gradually - these relationships go deeper than quick trends or overnight social media success. We want to nurture every aspect of an artists’ career and that involves a commitment from both parties that is for the long term. We want to help shape the next generation of electronic music for decades to come, from behind the scenes, in the booth and on the dancefloor."

Check out the Frills website here.

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