SHIFT Launches Artist-First Label with Season 1 Roster

SHIFT, a new independent electronic music label founded by Guy Tolhurst and Grant Nichols of Nichols+Roark, launches this October with a seasonal roster model designed to support artists over longer development cycles rather than one-off track deals.

Season 1 Roster and Transmissions 001

The label's first season includes Cristina Tosio, Leena Punks, N1NJA, Seizmic, Sonickraft, TIMANTI, and Willis. Artists on the roster can continue working with existing management and release music through other labels while benefiting from SHIFT's network and resources. The model replaces the open demo inbox with a curated selection process focused on a smaller group each season.

Transmissions 001, the label's debut Various Artists compilation, drops October 16 and features Sonickraft, Nichols+Roark, Seizmic, N1NJA, and Willis. The compilation introduces several Season 1 artists through the label's first collective release.

Official Launch at Amsterdam Dance Event

SHIFT will officially launch during Amsterdam Dance Event on October 22, 2026, at The Crane Faralda in Amsterdam from 9:30 AM to 4 PM. The event brings together the Season 1 roster alongside Volkoder, Human Rias, and Julian Prince for performances and industry networking.

Guy Tolhurst explained the rationale behind the model: "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."

Grant Nichols added: "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."

Tickets and RSVPs for the October 22 launch are available via Skiddle. SHIFT plans to build each season around a concentrated group of artists, linking releases with development opportunities, collaborations, and events.