Roger de Graaf launches Fluent Music Group in Amsterdam
Spinnin Records cofounder Roger de Graaf launched Fluent Music Group with marketing veteran Robert Tammens to develop electronic music talent. De Graaf retired from Spinnin last November after building careers for Martin Garrix and Afrojack since establishing the label in 1999. Warner acquired Spinnin for more than 100 million dollars in 2017.
The Amsterdam operation will provide recording services, publishing administration and consulting for disc jockeys and producers. Tammens previously built digital agency Molecule after working at Spinnin and served clients like Sony Music and Footlocker. De Graaf said the venture will deliver artist guidance and rapid support in a changing market.
The partners plan to serve emerging artists and established performers seeking trusted development partners. Tammens emphasized empowering creativity while helping musicians grow independently. De Graaf maintains a strong passion for dance music after years of observing industry evolution.
