Started in October 2006 by Steve Lawler, VIVa MUSiC began life as a conduit for the internationally renowned DJ and Producer to release the wealth of underground music he encountered on his travels. Now, just a few years later, VIVa is a self-contained hotbed for new talent which draws attention from DJs, punters and producers alike.
Having previously handled the now-classic and ‘traditional vinyl’ label Harlem Records, Lawler decided VIVa was to be a forward thinking outlet for quality music and boldly announced that VIVa was to be a digital only Label. However this quickly changed when certain markets, namely Germany & Italy, created huge demand for VIVa MUSiC on vinyl. With a clear mission to look towards the future of the music industry, releasing first on digital was a step to ensure that music could be released quickly and retain the freshness that the label’s A&R was initially struck by.
Far from the template set out by many of Lawler’s contemporaries, VIVa MUSiC quickly established itself as a label where artists could be themselves and write music that isn’t defined by just A&R, but by one simple guideline: Quality. Subsequently the label has gone on to release music from a wide range of artists, from major players like Lawler himself, Radio Slave and Audiofly through to burgeoning talents like Livio & Roby, Simon Baker, Detlef and LEON.
At the forefront of this exclusive roster of talent are the likes of LEON, David Pher, Detlef and Anek. Also VIVa MUSiC will continue to work with what it considers an extended family for both releases as well as remixes.
"VIVa is an important part of my life, working with and building a family of artists that I take great pleasure in supporting and pushing. The amount of amazing music coming from new talent is phenomenal and its birth and direction are very exciting."
- Steve Lawler - VIVa MUSiC…….