Atjazz Launches Strictly Minimal Ideas-Focussed Record Label

Less Than Ten is a new dance music label requiring production featuring less than ten running processes, an initiative that focuses on core creative ideas, rather than software-driven production techniques.
The new label is the brainchild of renowned producer, Martin ‘Atjazz’ Iveson, and is subsidiary of his increasingly popular independent label, Atjazz Record Company. The idea behind the Less Than Ten is a reaction to today’s production trends that centre more and more on software-driven digital capabilities, rather than creative writing and ultimately ideas-based music, an approach that Martin feels is progressively declining and yet is the essence of memorable, emotionally-driven music.

Check the first release:

Less Than Ten already boasts a roster of recognised artists which includes; Atjazz himself, Fred Everything, Andreas Saag, Si Tew, Karizma, Jullian Gomes with many more to be confirmed. Martin commented on his motivation behind Less Than Ten: “Dance music is awash with releases that fail to stand out and say anything new. By strictly limiting production techniques to less than ten processes, the writing method concentrates much more on emotion, innovation and new ideas and the forthcoming releases are something we’re really excited about and very proud of”.
Martin’s first album under the Atjazz moniker, 1998’s ‘That Something’, was written on Cubase using an Akai S3000xl sampler with just 2mb of ram, 2 effects units, a Fender Rhodes and a Korg O1W keyboard. It was then mixed on a 12 channel mixer straight to DAT tape. Martin commented: “The energy and ideas were the strengths and not having limitless options of sound was key to strong characterful music. It was how much energy, hard work and feeling went into making those productions that made them memorable”
A running process includes; a mono or stereo sound channel, an effect plugin, an EQ, an instrument plugin, a midi instrument from an external source, or an external drum machine with each drum sound being a separate process. Conversely, volume, panning and effect automation are not classed as running processes. Nor are mastering, DAW built-in channel EQ, side-chaining, effect sends, and audio chopping and editing.

With an impressive release schedule ahead, those interested in learning more, including a more detailed explanation of the production rules that must be adhered to by label artists, visit https://www.facebook.com/lessthantenrecordlabel