![]() »We were comparing it to people like us, but in reality it was very different.« Obviously, he doesn’t want to say too much here, only that most of the people who stream Chillhop come from the US. ![]() »Our core audience is not that easy to define«, says Diamond. Playlists like »Seasonal Essentials« are streaming to millions of people, in the background, while you despair of integral calculus, go all Marie Kondo or blow your brains out with Das Kapital. Everyone is addressed - from the first milk tooth to the last Kukident tablet. They use a trick that is familiar from films by Studio Ghibli or Disney. The covers alone, on which it tumbles around, look like pages in children’s books without seeming childish. It sounds like a finely crafted story from the Paulanergarten, but the raccoon is now part of the corporate identity of Chillhop Music. I would say however that 99.9 percent of people nowadays do not listen to music without doing anything else at the same time.« (Ben Diamond) »I wouldn’t say that the way we try to create music that should be listened to in the background. Also, they’re cheeky, fun and pretty chill.«_ Because raccoons live in nature, but sometimes come into the city. »They saw a raccoon and had the idea for the logo. »He and Bas were in Canada at the time«, Diamond says. Designer Bastien Hebeisen had the idea for the logo in 2017. ![]() It is the face and figurehead of Chillhop. ![]() Sometimes it is typing on a laptop in bed, pushing a bicycle through the forest or leafing through a book next to a scalding cup of coffee. 3.2 million people have subscribed to the YouTube channel, right now several thousand are listening to one of the two livestreams that are always running. Meanwhile, 25 people work for Chillhop Music. _✻ut when Bas started the label, samples weren’t applicable.« A mash of different genres were blending into each other because the music had to change in order to continue to exist. Therefore, you got a certain sound«, says Diamond. »In the beginning, Chillhop was based more on samples. The professionalization from a YouTube channel to their own label with distribution was nevertheless accompanied by changes. They belong together like 16 bars to a verse. Bas decides to found a label with Chillhop Music because he wants to make the music of the artists more visible - and, above all, to land on Spotify playlists.Ĭhillhop and the Swedish streaming provider were a match from the start. In 2016, the channel had over 100,000 subscribers. And beats to which some people cram for exams or share a hit, bite through their shitty office job or just want to be alone without feeling like they’re alone. Bas van Leeuwen started a YouTube channel in 2013 and uploaded music he found on the internet - gems that vibe as if J Dilla had poured three litres of cough syrup into his Sprite. »They designed costumes for parties here and left a lot behind.« He smiles.Ī few years ago, no one would have believed that Chillhop Music would develop into a company with a chic office space in the heart of Rotterdam. »Plus we’re currently building a studio in the basement.« Behind Diamond lies a giant skull - a remnant from the previous tenant. Three days of the week, he sits in a Rotterdam office that Chillhop Music has just moved into. The Englishman looks after the webshop at Chillhop Music, one of the biggest platforms for instrumental hip-hop. »In the beginning, Chillhop was just the name given to the music, not a label,« says Ben Diamond.
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