George Clanton on how 100% Electronica uses Twitch to build a music community

Spirit Level talks to George Clanton, the founder of boutique label 100% Electronica, about how he has been using Twitch and YouTube live streams to grow and engage his label's community.

George talks with Spirit Level's Tim Shiel and Nirmala Shome - plus special guest Negative Gemini - about what they have learned about using Twitch, how best to engage their fans and find new ones, some technical advice on streaming, and how COVID-19 has disrupted their label's 2020 plans.

About George Clanton
George Clanton first became known in 2011 as an early leader in the sample-based subgenre “Vaporwave” using the anonymous moniker “ESPRIT 空想”. His 2014 release Virtua.zip is considered by many to be the first vaporwave album composed wholly of original compositions. In 2015, Clanton temporarily dropped the monikers and released an album of vocal-driven pop songs. This record, 100% Electronica was named one of top 10 albums of 2015 by Gorilla Vs Bear. In 2016, Clanton was invited to open for Sophie and Charli XCX at Gorilla Vs Bear’s 2016 SXSW showcase, which Yahoo Music called “the best thing we saw at SXSW all week.”

Following that performance George Clanton formed a record label with his girlfriend Negative Gemini, also called “100% Electronica.” They have been touring and releasing new music from other notable internet niche artists ever since. One of the most notable releases was Clanton’s own remix album 200% Electronica, which sold all 1000 copies within a month of its release in November 2017.

About the Future of Music Meetup
Future of Music Meetup: Spirit Level has partnered with the City of Melbourne to host the Future of Music Meetup - Melbourne’s first regular event devoted to unpacking the relationship between music, tech and social impact. The series features conversations with some of the world’s most creative artists and technologists, facilitated by Spirit Level founder and triple j radio presenter Tim Shiel.

Find out more about our events here:
https://lab.spiritlevel.com/meetup

Links
George Clanton: https://www.georgeclanton.com/
Negative Gemini: http://www.negativegemini.com/
100% Electronica Records: https://www.100percentelectronica.com/
Twitch Channels:
100% Electronica https://www.twitch.tv/100percentelectronica
24/7 Camera: https://www.twitch.tv/100percentcamera

Spirit Level: http://spiritlevel.com/
Spirit Level Bandcamp: https://spiritlevelco.bandcamp.com/

City of Melbourne: https://www.melbourne.vic.gov.au/Pages/home.aspx
ACMI X: https://www.acmi.net.au/acmi-x/

We acknowledge this event took place on Wurundjeri land of the Kulin Nation, and recognise that sovereignty has not been ceded. We pay respects to their Elders - past, present and emerging.

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