From Online to Big Time: At Dirtybird Records, a New Flock Takes Flight
Like a mother bird keeping her eggs warm, Dirtybird Records has hatched the careers of several DJs in their own proverbial nest over the last 18 months, taking one artist after the next under their wing.
Social media helped to hype the label's newest recruits in the absence of live shows, but few could argue the real magic happened on the online streaming platform Twitch, which seemingly overnight became the heartbeat of the electronic dance music scene during the pandemic. For Dirtybird, their Twitch channel garnered staggering support with more than 7 million viewers tuning in to stream since April 2020, totaling more than 928,000 hours of direct screen time with fans. They also quickly racked up more than 50,000 active followers on the platform, bolstering their digital presence.
While the threat this era-defining pandemic poses appears to be drifting into the rearview (events are back!) newcomers who are all bristling with attitude and talent are putting in the work. Among some others, rising producers Nikki Nair, Lubelski and Nala all made waves on the imprint during this time by sharing their music on the Dirtybird Records Twitch channel.