Welcome to the first in our new series of short interviews, affectionately titled Talking Shop. The majority of media and fan attention gets showered on the artists who create the music we love to listen to/DJ with/dance to, and for good reasons. But without the hard work, keen ears and business savvy of label staff, we’d be stuck only streaming tracks on Myspace. The first up is Adriano Trolio, one of the owners of the rapidly blooming Diynamic Music. In its first 10 releases, the Hamburg-based label (which Trolio co-owns with Mladen Solomun) has readily established itself in the house/techno scene with an ornate and infectious aesthetic built by Stimming, H.O.S.H., Kollektiv Turmstrasse, Gebrüder Ton, Solomon and Adriano themselves. They’ve also recently started their own booking firm, fittingly called DIY Booking. Now seemed like a perfect time to ask just how they do what they do.

Please tell me about the beginnings of Diynamic Music. Why and how did you start out? Did you have much experience in the business end of things?

Adriano Trolio: Since we both (Adriano and Mladen) are great fans of music, we have organized parties for many years and produced electronic music for a long time; so it was always our next step to someday start our own label.

How did you select the artists for Diynamic’s roster?

We have regular artists who have built up [their names] on our label and continue to put out new records with us, such as Stimming (formerly of Gebrüder Ton), H.O.S.H. and Solomun. Now we’re adding the boys from Kollective Turmstrasse, with whom we have a very friendly relationship. But in the end it’s always about the music – we have to like it and it has to convince us 100 percent of the time.

Listen to Solomun & Stimming, “Eiszauber” (buy)

Do you get many demos?

As time goes on we continue to get more, and with a select few we’ve come close to signing a new artist; but in the end, unfortunately it didn’t happen. But we look forward to every demo that’s sent to us.

Economically, running a record label isn’t one of the “smartest” things to do. How do you keep Diynamic running with vinyl sales slowing as they are?

I think we do the same sales everyone else does. If anyone has any successful tips, then they should call us!

How important are sales figures to you?

The sales figures don’t say anything about the quality of the music. It is, of course, a big help if a record sells more, because it also means that we’ve reached or won over new people.

What do you think are the advantages of being based in Hamburg?

We just feel really good here in Hamburg and there are a lot of other great artists and labels with whom we have a friendly relationship. We are also very close to our distributor, Word and Sound, which is also based in Hamburg, so everything just fits together very well.

Listen to Kollektiv Turmstrasse, “Wagnis” (buy)

Do you think mp3 blogs like mine help or hurt the dance industry, and why? Do you think blogs have a role in the future of dance music promotion?

It’s hard to say, but there was a great interview with Ewan Pearson on this topic in the new issue of Groove (number 108). He pretty much hits the nail on the head with regards to this situation. There are always new paths that have to be forged [with regards to promotion]. I believe that every form of promotion helps the label a little bit. But usually you only know which way is best in hindsight.

There is no shortage of labels in dance music. What does Diynamic do to stand out from the crowd?

You will always have people who like your music and people who don’t — sometimes more, sometimes less. That’s how easy it is. We only go after artist who we like, and we stand behind that 100 percent.

As technology advances further, vinyl is moving closer to becoming obsolete to many DJs. How do you feel about this?

I find it very sad. It doesn’t make putting out vinyl any easier. I can’t imagine it any other way, and there’s an entire culture that’s in decline. I’m really sour and upset about that.

Do you think the end of vinyl is in sight?

Never. In two to three years from now, vinyl will bloom again. I’m convinced!

What can we expect from Diynamic Music in the next year or so?

In the coming months our online shop (shirts, sweaters, etc.) and our artist agency, DIY Booking, will launch. In the next year there will be a Diynamic compilation with unreleased material and new remixes from artists who are our friends. We’ll also go on the great Diynamic Tour, and of course, lots of new EPs.

[Note: Replies were translated from German and may appear slightly different from original wordings.]