Founded by Guy Tolhurst and Grant Nichols, SHIFT launches with a new model built around developing artists, not simply signing tracks, alongside its Season 1 roster, debut compilation ‘Transmissions 001’ and official ADE launch at The Crane Faralda.
SHIFT, a new independent electronic music label founded by Guy Tolhurst and Grant Nichols of Nichols+Roark, launched this October with an ambition to put artist development back at the centre of the label model. Built around the principle “artist-first, not track-first,” SHIFT moves away from an industry increasingly focused on individual tracks, open demo inboxes and short release cycles, instead selecting a small group of artists and investing its time, network and resources into developing them and building sustained momentum around their careers. Rather than finding a track and then figuring out the artist behind it, SHIFT starts with the artist and lets the music follow.
Guy Tolhurst: “Labels are overwhelmed, artists are being ghosted, and the whole dynamic has become too transactional. Constantly sending music into a black hole isn’t good for anyone – creatively or mentally – and we didn’t want to build another label that replicated a model we already knew was broken.”
For its inaugural Season 1, SHIFT has signed seven artists so far: Cristina Tosio, Leena Punks, N1NJA, Seizmic, Sonickraft, TIMANTI and Willis. The artists will release individually and collectively through SHIFT, collaborate and remix each other, perform across SHIFT and external events, and access the wider community, network and opportunities being built around the label.
With no open demo inbox, SHIFT is taking a deliberately curated approach to artist development. The aim is to create a home stable where artists can build over time, while continuing to work with their existing management and release music through other labels. Each season gives SHIFT the opportunity to focus its resources on a defined group of artists and develop their individual careers while creating opportunities for the collective as a whole.
Grant Nichols: “Artists shouldn’t have to become label owners just to release music consistently. By keeping our roster deliberately curated, we can give every artist real attention, build momentum around their music and let them focus on what they do best.”
The first collective statement comes through Transmissions 001, SHIFT’s debut Various Artists compilation, featuring Sonickraft, Nichols+Roark, Seizmic, N1NJA and Willis. Curated by Nichols+Roark, the compilation introduces the sound of SHIFT and provides the first example of its artist development model in action, bringing members of Season 1 together while creating a platform to introduce each artist individually.
SHIFT will officially launch during the Amsterdam Dance Event on Thursday, October 22, with an event at The Crane Faralda, Amsterdam, running from 9:30AM to 4PM. The launch brings together the SHIFT collective alongside international guests, with Volkoder (BR), Cristina Tosio (ES), Human Rias (DE), Julian Prince (CA), Leena Punks (GB), N1NJA (GB), Nichols+Roark (GB), Seizmic (GB), Sonickraft (GB), TIMANTI (GB) and Willis (GB) on the line-up.
The ADE event will be the first major international gathering for SHIFT, bringing its artists, founders and wider network together while creating a physical extension of the development model through performance, collaboration and industry connection.
For Tolhurst and Nichols, the longer-term ambition is to build an independent music company that challenges the increasingly transactional relationship between labels and artists. SHIFT will connect releases, artist development, events, collaborations and industry opportunities, creating an ecosystem designed to invest in artists beyond a single track or release cycle.
Transmissions 001 is released on October 16, followed by the SHIFT label launch party at The Crane Faralda during ADE on October 22, 2026.
Event Date: 22 October 2026
Time: 09:30–16:00
Venue: The Crane Faralda, Amsterdam
Ticket / RSVP: https://www.skiddle.com/e/42721097
