Ninety9Lives

Ninety9Lives is a gaming-focused EDM label based in Seattle, Washington, offering licensed, high-energy music for creators, streamers, and gamers. The label operates a catalog of compilation releases (numbered up to 99 and beyond, including Ninety9Lives 71: Critical Failure and Ninety9Lives 99: Press Start) and distributes through Beatport. Ninety9Lives combines the free-to-use creator licensing model with a gaming-focused brand identity, targeting the intersection of EDM and gaming culture.

Ninety9Lives built its reputation on gaming-focused EDM. Its compilation series (numbered up to 99 and beyond) provides a structured catalog that showcases its roster alongside individual artist releases. The label's gaming focus differentiates it from other creator-licensing EDM labels like NoCopyrightSounds and Monstercat, as it specifically targets the gaming community (creators, streamers, and gamers). Its Beatport distribution gives it a presence in the electronic music retail ecosystem alongside its YouTube and streaming presence. The label's 2026 releases continue its compilation series, with recent releases including Ninety9Lives 71: Critical Failure and the popular Ninety9Lives 99: Press Start.

How Ninety9Lives Operates

Ninety9Lives runs dedicated A&R from its Seattle headquarters. It operates an independent distribution network, with a presence on Beatport. The label's strength is its gaming-focused brand identity and its compilation series (numbered up to 99 and beyond), which provides a structured catalog for its roster. Its model combines the free-to-use creator licensing model with a gaming-focused brand, targeting the intersection of EDM and gaming culture. Its compilation releases showcase multiple artists per release, providing collaborative exposure.

Why It Matters for Independent Artists

If you make high-energy EDM for the gaming community (creators, streamers, and gamers), Ninety9Lives is a label specifically focused on that intersection. Its compilation series provides a structured pathway for appearing alongside established roster artists. Its Beatport distribution gives it a presence in the electronic music retail ecosystem. Its gaming-focused brand identity differentiates it from other creator-licensing EDM labels.

Drawbacks and Things to Consider

• Gaming focus: Ninety9Lives focuses on gaming-focused EDM. Artists outside the gaming community may find it less relevant.
• Compilation model: The compilation series means releases often feature multiple artists, which can dilute individual artist branding.
• Electronic focus: Ninety9Lives signs EDM. Artists in other genres should look elsewhere.
• Small operation: A Seattle-based independent operation has limited marketing bandwidth compared to larger EDM labels.

Notable Artists and Releases

Videos

Deal Structures

Ninety9Lives operates a creator-friendly licensing model that differs from traditional recording deals. The label offers two primary deal types. First, compilation inclusion deals where artists contribute tracks to numbered compilation albums (the main series running from 97 to 71 and beyond). These deals allow artists to appear alongside established roster artists while retaining certain rights. Second, individual artist release deals for full albums and singles, such as Nouveau Arcade's "DIE HAPPY!" and Bass Machina's "The Day After." All Ninety9Lives releases are free to use and monetize in user-generated content on YouTube, Twitch, and similar platforms without copyright claims, which is a licensing structure designed for the gaming and creator community. Commercial licensing for brands, film, TV, commercials, and video games is handled separately through licensing@ninety9lives.com. The label distributes through Beatport and its own platform at 99l.tv. The founding team originally sold Ninety9Lives in 2021 along with Pretzel (a music streaming service), then reacquired the label in early 2025 under their new company Doubly.

How Artists Get Signed

Ninety9Lives accepts demo submissions through its website at 99l.tv/demos. The label runs dedicated A&R from its Seattle-area headquarters (Redmond, Washington) with a distributed team across the United States, Canada, and Germany. The signing process focuses on high-energy EDM that fits the gaming community context. Artists should submit finished tracks rather than rough demos, as the label evaluates production quality alongside musical fit. The label looks for producers who make music suitable for gaming content, streaming, and creator use. Artists can also get noticed through the label's network, as existing roster members sometimes collaborate with new producers (such as FLERO collaborating with then-new artist Fortenox in 2022). The label employs approximately 4 people and has 1,040,000 YouTube subscribers across 663 videos, giving signed artists exposure to a large gaming-focused audience. After the 2025 relaunch under Doubly, the label has been actively rebuilding its roster with new compilation releases and individual artist projects.

Similar Labels

• NoCopyrightSounds - Creator-licensing EDM label with a similar free-to-use model for content creators
• Monstercat - Gaming-adjacent EDM label with compilation releases and creator-friendly licensing
• Trap Nation - YouTube-first EDM distribution channel with a similar model
• Spinnin' Records - Large EDM label with Beatport presence and diverse electronic roster

Related Resources

• Record Label Contracts Explained - What a Ninety9Lives deal contains
• Independent Labels vs Major Labels - The gaming-focused EDM label model
• How to Get a Record Deal in 2026 - Building an electronic profile
• NoCopyrightSounds - A related creator-licensing EDM label
• Ninety9Lives Official Site - Releases and catalog