Alex Tronic Artist Page

lLabels Special

The Skinny Magazine Nov 07 by James Blake

Alex Tronic Records -a voice for everyone

THE LABELS SERIES CONTINUES WITH EDINBURGH LABEL ALEX TRONIC RECORDS.

One of Edinburgh`s purveyors of new electronic music . Alex Tronic Records is the brainchild of Paul Croan (mr Alex Tronic himself) and Louise O`malley ( A&R and Artistic developement ). The label has been going since 2006 , when Tronic who had been producing for other indie labels such as Koyote / Peyote Records embarked on hi down tracks in his home studio .Tronic employed the talents of vocalist Asa Seljestad most tracks . The resultant buzz of activity meant a steady procession of participants trooping back abd forth from Tronic`s home ,so in June 06 , Tronic moved his recording equipment to a new premises in Edinburgh`s Hillside Crescent and Alex Tronic Records was born

Working out of their Hillside base Paul and Louise have thus far released post rock electronica duo Keser`s debut album Esoteric Escape to respectable airplay and reviews and this year also saw the start of the Alex Tronic Compilations series prompted by Louise wanting to put out more new music by local artists as she was " fed up of all the boring crap on the radio . This promotion of new music by local acts is very much at the heart of the labels ethos . Alex Troniv Volume 1 is a disc awash with cold surges of electronica pounded along by insistent basslines .
As Paul says " Our Ethos is ; we will put out music as long as it`s good and is basically electronic in nature ".
At Present the label is still very much a small operation which suits Paul and Louise . It enables them to speak to their artists directle, and Alex Tronic homself is a client . Label mates currently include Keser and newest signing Roy`s Iron DNA ,signed after Paul saw them perform at The Liquid Rooms in Edinburgh .Their debut album is an upcoming project and is described by Paul as "an electronic Stone Roses "The debut album by leeds based knob twiddler Marvin Wilson /producer Marvin Wilson entitled Being Here is also intended for release before the end of the year and is described by Paul as "simply beautiful "
The label is one of an ever increasing number which are springing up all over the world in response to major label domination of the marketplace. As Paul puts ir , "We will not be afraid to give anything new a voice " The label has enjoyed exposure on Radio1 and throuh publications such as Future Music and Dj Magazine leading to increased exposure in the market place . You`ll find Alex Tronic products in HMV and Virgin ,as well as indie outfits such as Avalanche .
Plans for the future include a trip to the South by Southwest Festival in Austin Texas to develope worldwide distribution contacts in the USA and Asia , and the debut album from Mr Tronic himself , which is already being mooted fornext year . Busy and exciting times ahead.