The electronic music powerhouse Insomniac, which is responsible for events like Electric Daisy Carnival and Beyond Wonderland, announced this week that it launched a new record label called Lost In Dreams to amplify new talent in the pop/electronic sphere.
Insomniac, one of the leading promoters within the electronic music industry, recognized that the scene is changing rapidly even during a time when events are shut down for the foreseeable future. Pandemic aside, trends in electronic music tend to shift almost seasonally, and Insomniac is regularly able to predict trends and pivot to new sub-genres within dance music in order to accommodate.
Just a few years ago, for example, house music saw a comeback as one of the hottest electronic music trends of the late 2010’s—paying homage to the industry’s roots in Detroit and Chicago night clubs. Though house music is and always will reign as one of the most popular genres within electronic music, Insomniac noticed a significant rise in future bass, melodic dubstep and pop/electronic that, until now, hasn’t had a home.
Enter Lost In Dreams, a new label that gives a home to the dreamy landscape that those bass-heavy, vocal driven sounds provide. The company announced the label on Monday, revealing that it will bring with it an entirely new event dedicated solely to fans of the genre. No details of when the event will take place or where it will be have been announced yet, but the company did reveal today that it’s keeping its plans for a 2021 Electric Daisy Carnival for now, at least, signaling that we could hear news of a real event some time this year.
“Our mission has always been to create a home for every type of dance music fan out there while bringing quality new genres to the forefront, and we’re excited to continue that mission with Lost In Dreams, a brand new festival with its own dedicated record label, both of which will open up a new world of future bass, melodic dubstep, and vocal-driven dance music,” said Pasquale Rotella, Insomniac’s Founder and CEO in a statement. “Lost In Dreams is an entirely new vision for us where the festival team and our Insomniac Music Group crew will work side-by-side to simultaneously execute the development of the festival and record label. We are thrilled to unveil the newest world within the Insomniac universe,” Rotella said.
The company says that inspiration for the label and festival came from an increase in interest for acts like Alison Wonderland, ZHU, and Rufus Du Sol—all of which represent a diverse interest in dance and electronic music but could find equal success in one home.
“Insomniac Music Group started as just one label and has expanded to over 20 imprints covering almost every genre of dance music in the past 5 years,” says Joe Wiseman, Director of Insomniac Music Group. “When COVID hit, we decided it was time to grow a bit more and create a label focused on a style we hadn’t properly represented at Insomniac with its own dedicated brand. For the first time, we’ve simultaneously launched a festival with its own imprint – this time dedicated to the sounds of future bass and melodic, vocal-driven dance music. We couldn’t be more excited,” Wiseman says.
Aside from its annual Electric Daisy Carnival—which pulls headlining acts across all sub genres of dance and electronic music—Insomniac doesn’t really have a permanent home for these sorts of acts. Lost In Dreams will provide that, and fans are likely to respond with excitement and enthusiasm.
Kicking off the label will be Kaivon, who plans to release a single under the new label titled “Whole Life” featuring Nevve this Friday. You can stream the track on platforms like Spotify and Apple Music upon its release later this week.