President of Rotary Records Roger de Graaf Retirement imminent, brand’s representative confirmed advertising billboard.
De Graaf co-founded the Dutch brand in 1999 Alko van Kuten, Manipulating it has gone through several eras of electronic music and rapidly evolving consumption models, from CDs to DSPs.
“In the beginning, we wanted to be the number one dance company in the Netherlands,” De Graaf told advertising billboard 2019. “Then we want to be the number one dance company in Europe and then the number one dance company in the world.”
Spinnin’ became a mainstay of the EDM era, with members including Afrojack and Martin Garrix, Tiësto, Martin Solveig, Nicky Romero, Sander van Doorn and more. The company’s business structure also includes a range of artist brands, including Tiësto’s Musical Freedom and David Guetta’s Future Rave. In 2019, the label focused on international expansion, entering the Brazilian market by signing Brazilian producer Alok and launching Spinnin’ Records Asia.
“Whenever we achieve any success, we don’t take much time to celebrate,” DeGraaf told us advertising billboard2019. “We always want more and are always focused on our next success.”
The success of Spinnin’ eventually led to Warner Music acquiring the label in 2017, in a deal reportedly worth over $100 million. The shift resulted in van Kooten leaving the label and launching Ledo, a global digital distribution platform that works with artists and social media influencers.
In September 2023, DeGraaf and Ewart Swart Named Co-President of Spinnin’ Records. DeGraaf’s successor has not yet been announced.
