Proximity has evolved from YouTube channel to label partner with Geffen Records, stream their first single – Dancing Astronaut
For virtually anyone who’s been keeping up with the current state EDM, the name “” might ring a bell. It belongs course to the beloved , which has since grown into a behemoth organization with over five million subscribers – easily one the largest dance outlets in current history.
Proximity has grown so large, in fact, that it has ficially achieved its biggest milestone. As the clock struck midnight on the East Coast, the YouTube channel announced its new label partnership with none other than —no easy feat for what started as a humble social media page. Geffen’s power within the music industry at large is so immense that since its foundation in 1980, the label has signed the likes Guns N’ Roses, Snoop Dogg, Elton John, and more.
The newly-inked deal makes Proximity the lucky seventh sub-label to join the Geffen family, which in turn is owned by . As a label, the entity will not only be able to continue its current legacy breaking EDM’s next hits, but also use its clout to help sign artists and bring refreshing new talent into the electronic fold.
Its first signee named Bo Talks, for example, created a sunny, chilled-out new track for the label launch which features none other than the vocals Sara Hyland from Modern Family. “You Know Anymore” plays with tropical, eletro-pop influences, making it a surefire piece that will attract a legion fans.
Geffen wouldn’t forge such a deal with any YouTube channel with a sizable subscriber base. They know full well that with founder Blake Coppelson playing a key role, they can trust a successful batch talent will be chosen to represent Geffen and Promixity’s now shared name.
Coppelson’s ear for what will make the electronic community tick is almost uncanny. When he first started posting to his channel in 2011, he had already honed in artists like , , and . Other major acts he began promoting early on in their careers include , , , and . Since reaching the 1 million subscriber mark in 2014, his rate new followers has increased dramatically and thus has led to Proximity being a hub for brand new music by the top players in the game. As recently as July 14, he helped unveil a brand new record.
“It’s humbling to be able to work and partner with a label like Geffen,” said Coppelson. To his mind, the label has a catalogue previous releases that are “extensive and legendary.” Besides which, he sees the move as just a next step for the burgeoning dance music brand’s continued growth.
“Spearheading the label is one many steps to continue furthering Proximity’s global presence in the music scene and expanding from just a curation outlet,” said Coppelson.
This new partnership between Proximity and Geffen is certainly unprecedented, and speaks to the opportunity one can make for themselves using internet and social media platforms. Its development will be one to watch, and as we observe how an influential YouTube channel establishes itself as a major part the music industry.