Label Talk with Metrica
For this second edition of the ‘Label Talks’ series, we have the pleasure to interview Spanish label Metrica.
Metrica has transformed the melodic scene in South of Spain and keeps on growing considerably as years go by, which is why we were curious to learn more about this project and how it came to life.
For this we had a chat with label owner Miguel Payda and discussed the creation of the brand, but also the events and their plans for the future.
Hola Miguel, hope you’re doing well and thanks for taking part in the second edition of ‘Label Talks’.
Metrica is an ever growing label and event series that has been making waves for the past few years.
How did this project start and was the first intention to create a label or simply organize events along the Costa Del Sol?
Hi Karim, nice to link up again. It is a pleasure for me to take part in the second edition of Label Talks and to talk about something I am very proud of.
Metrica was born as a club in the center of Malaga (Spain). When I started this project, I was playing at parties and festivals around the country but also around the world.
It was highly influenced by the avant-garde clubs I was visiting during these trips, absorbing everything I liked with the idea to then create a space to showcase the music I believe in - which was not the most popular in my city back then.
The concept has evolved into what it is today: Metrica is now a club, an event promoter and a record label.
Metrica has transformed the Malaga scene by showcasing some of the best international DJs and producers of the melodic niche. How much of an impact do you think the events had on the label releases and vice versa?
The Metrica events are currently national and international, always in the same specific music genre. We have built a large community in our city where people identify with our concept (some people have even tattooed our logo!).
Artists such as &ME, Innellea, Trikk, Frankey & Sandrino, Marino Canal, Pional, Toto Chiavetta, Santiago Garcia played at our events.
We are trying to offer the same level of quality on the label and at the parties. During the nightmare that was the pandemic I worked hard and managed to find a balance between the two projects. It is still a work in progress and will help Metrica to gain the international recognition I am aspiring for. The combination of the events and the label really makes a positive impact on the fans of this kind of music.
The literal translation for Metrica into English is Metric. There are multiple meanings of metric ; however, what is the definition of Metrica to you and how did you come up with this name?
For me it's something simple and beautiful. In Spanish 'Metrica' also means 'the musicality of a poem'. It is an idea I always wanted to associate with this emotional kind of music we promote. Not only should it be good to dance to, but it should also communicate emotions and tell a story.
There is an abundance of labels and releases around the world. What makes you stand out from other labels and what is your ethos in such a competitive field?
I don't have a set script. Obviously I have reference labels whose work and creativity I admire. However, in my case I would rather go with the flow. I am clear about what I like and what I don't like, I try not to be influenced by fashions and have a single purpose: to release tasteful timeless music.
Metrica has created a platform for both recognized and upcoming artists around Malaga to release music. How important is it that you give the same opportunity to fresh talent and what dimension does it give to the label releases as a whole?
You gotta start somewhere, we all started from scratch and I try not to make distinctions between recognized producers and new talents. I am amazed by people who work hard from their humble home studio. As a producer I really value giving people the opportunity to join our family, it’s something that gives me great satisfaction.
The process to get to where you are now as a label takes years of time, hard work and dedication. What was the biggest challenge you had to face as a label owner and what have you learnt from it?
I have been in the industry for many years and I always had the intention to create my own brand. Running a successful label is a complicated job, however I believe that with enthusiasm and dedication, anything can be achieved. Before the pandemic I did not have enough time to invest in the project, but this changed during covid and I was able to acquire the necessary knowledge to grow my label.
This is a job that I do on my own, as one of my flaws is being a “detallista” (a person with great attention to detail) with my work. However, I am currently considering finding a partner to work with because I do not have all the time I need. So I would say the biggest challenge is to have to handle everything by myself.
In March 2021 you released the first compilation on Metrica with various artists and 20 tracks. How was the approach different to releasing regular EPs?
As you said, we usually release EPs. However we sometimes like to create a compilation with new talents and established artists of the scene in order to showcase a wider range of sounds, usually once a year.
The artworks of your releases have a recurrent theme: a black background and an abstract object that looks surreal, even spacelike. The video graphics for each release also add an extra dimension to the photographic version of the cover - which I find amazing. Could you tell us more about the artists behind this work?
It’s a combination of two people: Diego Rojas (Maldita Agencia) and myself being a pain in the arse every day (lol).
I believe we have created an aesthetic that fits our music, which I think nowadays is quite essential. Even when the music is good, it must be accompanied by a visual experience that is attractive to the public. Our minimal aesthetic has a certain elegance that is appreciated by many artists who work with the label.
What is the process to release on your label? Do you have a set number of releases every year, or do you go with the flow?
We try to release once a month. We have a lot of releases ready, but sometimes it takes more time than planned to put music out there. I believe that music should be released as soon as possible so that the artist feels happy with it, but it can be tricky unfortunately.
We are entering the last 4 months of the calendar year ; what has Metrica planned for the upcoming weeks?
I can say that there are top quality releases coming with emerging artists but also big names. We are very happy to count producers like Avidus or Auggië in the upcoming months.
How long does it take on average to get an EP out? Could you explain the process from receiving the demos to finally releasing the music?
Much more time than I wish. We have a lot of music piling up, and we sometimes try to find a known artist to bring some light to the demos that we receive.
The process is not always the same but I’d say it takes half a year to release an EP on average.
About a month and a half in advance we upload it to the distribution and start promoting it to make sure it makes some noise on the release day.
By the looks of it you are currently offering digital releases only. Do you also have the intention to release on vinyl in the future?
It's something I would love to do. However, I'm aware that this is a romantic idea. Some people still buy and play vinyl, but the vast majority of DJs only use the digital format nowadays. Business wise it might not be the most profitable idea, but it would certainly give another dimension to the label. Let’s see what happens next year.
As you mentioned earlier, you host major events in the south of Spain. How do you manage to balance running a label while throwing events at the same time?
I guess loving what I do and this scene helps me to combine the two sides of the project. Over the years I was able to count on colleagues who helped organize the events as they own a much larger production company. Francis and Alberto are my partners for the events, and we work with a team of over 30 people. Regarding the label, as said earlier, I think it is time to find a person to join forces with.
What would be your best advice for those looking to start a label or an event series, and what do you wish you had known sooner?
My advice is to do it from the heart and work hard. Then it will always pay off.
Have patience, never limit yourself and keep looking for new opportunities because you never know what you can achieve.
You can draw inspiration from things you like but try to create something of your own. There is a lot of competition and that's why you need to stand out. Try to have a clear idea of what you are looking to achieve and don't let yourself fall off from a bad experience.
Time will come when you are able to work to live and not live to work.
Thank you for the opportunity to showcase my work.
All the best,
Miguel.
interview by karim schembri
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