Spinnin' Records is a Dutch dance and electronic music label founded in 1999 in Hilversum by Eelko van Kooten and Roger de Graaf. It is one of the largest dance labels in the world. Spinnin' is home to Martin Garrix, KSHMR, Sam Feldt, and Oliver Heldens, and released Tiësto's early work. Warner Music Group acquired Spinnin' in 2017 for over $100 million, and it now operates within WMG with its own A&R and brand identity.
Spinnin' built its brand on mainstream dance and EDM. Its YouTube channel became a primary discovery platform for dance music in the 2010s, and its sub-labels cover house, deep house, and remix culture. Martin Garrix's career was developed on Spinnin' (and its Musical Freedom sub-label) before he launched his own STMPD RCRDS. The label operates multiple sub-labels including Musical Freedom, Spinnin' Deep, Maxximize, and SOURCE.
Notable Artists and Releases
Spinnin' Records has released some of the biggest dance hits of the 2010s. Here are the label's most notable releases with chart positions:
- Martin Garrix - "Animals" (2013) - UK Singles Chart #1, Belgian Singles Chart #1, Dutch Singles Chart #2, German Singles Chart #4, Finnish Singles Chart #2. Released when Garrix was 17. The track that defined the big room EDM era.
- Oliver Heldens feat. Becky Hill - "Gecko (Overdrive)" (2014) - UK Singles Chart #1, UK Dance Chart #1. The last UK #1 based on sales alone before streaming was incorporated into the chart.
- Sam Feldt feat. Kimberly Anne - "Show Me Love" (2015) - A deep house remake of the Robin S classic. Over 147 million Spotify streams.
- KSHMR - "Jammu" (2015) - Released on Spinnin'. KSHMR's breakout solo single.
- KSHMR & Timmy Trumpet - "Toca" (2016) - A festival anthem that became a staple in EDM DJ sets.
- Tiësto - early releases - Spinnin' released Tiësto's early work before he moved to Musical Freedom (a Spinnin' sub-label) and later to Atlantic Records.
- Afrojack - early releases - Spinnin' helped develop Afrojack's career in the early 2010s.
- DVBBS & Borgeous - "Tsunami" (2013) - A big room house anthem that charted internationally.
- Oliver Heldens - "Gecko" (2013) - The instrumental original that reached #2 on Beatport. Released on Musical Freedom (Spinnin' sub-label).
- Martin Garrix & Jay Hardway - "Wizard" (2013) - Follow-up to "Animals." Reached the top 10 in multiple European countries.
Official Music Videos
Deal Structures
Spinnin' Records offers several deal types. The most common is the single-track deal. Spinnin' often signs individual tracks rather than full artist deals. This means the label acquires master rights for specific songs, not the artist's entire catalog. Full artist deals are also available for established acts. These deals transfer master ownership to Warner Music Group (Spinnin's parent company). Spinnin' also operates joint ventures through its sub-labels. Musical Freedom (founded by Tiësto) operates as a sub-label with its own A&R. Maxximize Records (founded by Blasterjaxx) operates similarly. Distribution-only deals are available through Spinnin' SOURCE. The label does not typically offer 360 deals. Artists retain merchandising and touring income. Spinnin's deal terms benefit from WMG's global distribution network. Advances for single-track deals are modest. Album deals command larger advances. The label's YouTube channel (30 million subscribers) provides marketing leverage that few labels can match.
How Artists Get Signed
Spinnin' Records is one of the more accessible major-imprint dance labels. It accepts demo submissions through its website and the Spinnin' Talent Pool platform. This is unusual for a Warner-owned label. The A&R team, led by head of A&R Jorn Heringa, reviews submissions regularly. Spinnin' also discovers artists through its YouTube channel. Tracks that gain traction on the Spinnin' TV channel often lead to signing conversations. The label's sub-labels provide additional entry points. Artists can be signed to Musical Freedom, Spinnin' Deep, or Maxximize depending on their sound. Martin Garrix was discovered after his "Animals" teaser went viral on YouTube. Oliver Heldens was signed after Tiësto championed his "Gecko" track. KSHMR was signed after his early remixes gained attention in the dance community. The process from demo submission to signing can take weeks to months. Spinnin' signs across dance subgenres including house, deep house, future house, big room, and tropical house.
How Spinnin' Operates
Spinnin' runs dedicated A&R for dance and electronic music. It accepts demo submissions through its website and the Spinnin' Talent Pool platform, making it more accessible than most major imprints. It uses WMG's global distribution and has a strong YouTube-first marketing model. Its sub-labels allow it to sign across dance subgenres.
Why It Matters for Independent Artists
If you make mainstream dance, house, or EDM, Spinnin' is one of the most accessible major-imprint dance labels. Its open demo submissions and Talent Pool platform give producers a real pathway. Its YouTube reach and WMG distribution can break a track globally.
Drawbacks and Things to Consider
- WMG ownership: Spinnin' is now a Warner imprint. Deals transfer master ownership to WMG.
- Dance focus: Spinnin' signs dance and electronic music. Artists in other genres should look elsewhere.
- Track deals common: Spinnin' often signs individual tracks rather than full artist deals. Read the terms.
- High volume: Spinnin' releases a lot of music. Standing out requires strong production and timing.
Related Resources
- Record Label Contracts Explained - What a Spinnin' deal contains
- How to Get a Record Deal in 2026 - Building a dance music profile
- Streaming Royalty Calculator - Know your streaming value
- Warner Music Group - Spinnin's parent company
- mau5trap - An independent electronic label
- Anjunabeats - A UK independent dance label
- Spinnin' Records Official Site - Roster and demo submissions
