Big ups to DJ and producer Tom Noize. His Inkognito record label is 100 releases deep – an impressive achievement by anyone’s standards. Launched in 2018, the label aims to capture the spirit of Dubai and export it around the globe. As the label makes a growing impact, we find out more…
Where are you from and why did you move to the UAE in 2014?
I’m from Budapest, Hungary, and was DJing there from the age of 17. Later I worked in the media sector when one day I received an opportunity to work in Dubai as a DJ. So I decided to finally turn my passion into a full-time profession.
Why did you start Inkognito and what sounds does the label champion?
I started the label as an experiment to release my own music but soon it became a hub for my musician friends in the UAE and around the globe. The label covers a wide range of electronic music including chillout, deep house, progressive house and some tech-house as well. The goal is to teleport the listener to the sandy beaches of Dubai with positive sounding electronic music.
What was the first release on Inkognito?
The first song was my collaboration with Dubai-based Bulgarian sax player Marin Bozev, aka MarciSax. It’s a deep house track with Marin’s memorable sax melodies. It’s called Something Shiny, in reference to the vibe of Dubai’s rooftop bars, where we used to play as a DJ and sax duo.
As label boss, what are you looking for in the artists you sign?
I only sign ‘evergreen’ sounding music that won’t go out of fashion in the next 20 years. I’m trying to create something like Café del Mar but in a Dubai style. Perfect music for a perfect sunset and positive vibes.
Who are the best-selling UAE-based artists on the label and what makes their music popular?
The label has chalked up many Beatport chart positions but I’m very proud of Alexis Nohra’s Hudson Street, which climbed to No.19 on Music Week’s Upfront UK Club Chart. I’m also happy that my first release on the label, Something Shiny with MarciSax, has just passed 100,000 streams on Spotify. It’s a great achievement for an instrumental deep house song, and it’s still being added to more and more playlists.
Aside from Inkognito’s 100th release, what’s the label’s biggest achievement to date?
During the last two years, the label’s playlists on Spotify – including Dubai Beach Bar & Lounge and Dubai Chill & Relax – gained around 10,000 organic followers from around the world. I’m really proud that through music people can get the vibe of this city.
What’s a common mistake that young producers make these days?
I hear lots of unfinished tracks on the main platforms that should still be on SoundCloud to collect feedbacks from the audience. I also hear the same full-length vocal samples over and over. People forget that there are lots of great singers out there; we should use their talent instead of using these templates.
What’s the most challenging aspect of your role as label boss?
Right now, it’s the time management between my other tasks and the label but, luckily, I really enjoy the administration parts as well.
With so much music being made these days, how do you ensure Inkognito records are heard?
All songs are directly promoted via email to over 1500 DJs and radio stations globally, and we receive weekly feedback from them. The followers on Spotify are also a big help in organic promotion.
What do you know now that you wish you knew when you first started making tunes?
I wish I had spent more on a proper audio interface and monitor speakers than on synths when I started. Probably I could have stepped up a few production levels some years earlier.
Tell us about the 100th release on Inkognito?
I wanted to keep the 100th release for myself. It’s called The Night and features the vocals of Anaté. I wrote the lyrics and music during lockdown. The track is about us – party people and entertainers waiting for the night when we can celebrate together again.
What else is in the pipeline for the label this year?
I’m receiving more and more good quality demos, even from artists that I never thought would get in touch. So the plan is to grow bigger and better.
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