Monstercat


Monstercat is a Canadian independent electronic music record label based in Vancouver, British Columbia. Founded in 2011 by Mike Darlington and Ari Paunonen, the label released music on a tri-weekly basis until 2018, when this was changed to four releases a week.
Beginning with the release of its first compilation album, Monstercat 001 – Launch Week, the label releases regular compilation albums featuring music from various artists. Until the release of Monstercat 030 – Finale in 2017, each compilation was given a name and depicted the story of the aforementioned mascot in the album cover. This preceded a rebranding of the label, with a new series of albums titled Monstercat Uncaged. In 2018, Monstercat introduced a new brand titled "Instinct".
Monstercat has featured many notable artists, including Pegboard Nerds, Vicetone, and Seven Lions. Monstercat has also released soundtrack albums for various video games, including Rocket League and Beat Saber.
The label is known for the 2016 release of the song "Alone" by American DJ Marshmello, which reached Platinum status in the United States and Canada in 2017 and 2018, respectively. The April Fool's Day release of "Crab Rave" by Irish music producer Noisestorm became an internet meme for months after its release.

History

Founding (2011–2012)

Monstercat Media was founded on 1 July 2011 by Mike Darlington and Ari Paunonen, two university students from Waterloo, Ontario. The label's YouTube channel, which served as a medium to promote their friends and their music, was created the same day, and began a tri-weekly upload schedule in October. The young students were later responsible for the creation of the label's uniform compilation albums.
The team moved to their current offices in Vancouver in 2012 after Darlington and Paunonen finished school.

Building the label, first tour, and Marshmello (2013–2016)

In July 2014, Monstercat surpassed one million in record sales across the label. When asked about the label's model, Darlington said:
People don't need record labels anymore. Artists can do everything on their own. So we either had to do it for them better or provide a platform and marketing tool they can't find on their own. That's where the community concept came for Monstercat. We created a brand that fans can use to discover music and artists can use as a platform for getting their music out there.

In August 2014, Monstercat published a manifesto calling for the reform of copyright law. In it, they described their desire to allow musicians more freedom in sampling other musicians' recordings.
In December 2014, Monstercat launched Monstercat FM as part of live-streaming service Twitch's start in music broadcasting. Monstercat FM is a 24/7 radio station-like Twitch stream featuring many of Monstercat's releases from throughout their history as a label. The launch event for the stream was a DJ set by Monstercat artist Stephen Walking. Monstercat FM was eventually added to YouTube and Microsoft-owned live-streaming website Mixer.
Since 2015, Monstercat has participated in multiple music festivals. One such festival was the Amsterdam Dance Event. Billboard described their 2015 show as "a three-hour mixer outing".
In May 2016, Monstercat signed American producer Marshmello's single, "Alone". Its music video has amassed over 1.1 billion views combined across YouTube, including a label record 161 million views on Monstercat's YouTube channel These views contributed to the artist earning $21 million the year after the video's release.

Partnerships, awards and evolution (2017–present)

In June 2017, Monstercat partnered with Psyonix to promote the two-year anniversary of the video game Rocket League by releasing Rocket League x Monstercat Vol. 1, an 18-song album from artists who had previously signed songs to Monstercat, including Slushii, Aero Chord and Vicetone. The album was released on 5 July 2017. Monstercat also announced their own television channel, Monstercat TV, on the Pluto TV television platform the same month.
In July 2017, Monstercat won DJ Mags Best Breakthrough Label, competing against other labels such as Discwoman, Tuskegee Music, Perspectives Digital and Honey Soundsystem. Monstercat has hosted an annual block party near their headquarters, "Monstercat Compound", since 2017.
In November 2017, Monstercat received the label's first certified platinum record for the 2016 song "Alone" by Marshmello. In an email to Billboard, Mike Darlington expressed his gratitude towards the collaboration and expressed his praisal for Marshmello's success.
In December 2017, Monstercat was named one of the five best independent dance labels of 2017 by Billboard.
On the week of 1 January 2018, Monstercat announced a split in branding into two distinct themes, "Uncaged" and "Instinct", citing the diversity of their music library. This was accompanied by the creation of a separate channel, named Monstercat: Instinct. The Instinct brand features more melodic music, including genres such as house and future bass. The change included a retirement of the tri-weekly release schedule in favour of a release schedule of four times a week and a podcast episode in-between.
In another first for the label, 9 August saw a collaborative single with Sumerian Records. Called "Kneel Before Me", produced by Slander and Crankdat, and featuring Asking Alexandria, the single was praised across both the electronic and rock music industries.
In September 2018, two weeks before Rocket League x Monstercat Vol. 4 released, Gavin Johnson, Head of Gaming for Monstercat, spoke of the collaboration between the label and Psyonix:

I met Josh Watson at one of our Monstercat gaming-driven events during E3 of 2016. Shortly after, Josh introduced me to their Audio Director Mike Ault as he had a vision for how he wanted to approach music in Rocket League which mirrored that of our ethos with Monstercat. During our first call, it was clear that we shared the same desire to build new platforms for exhibiting artists to be on and grow. The groundwork Rocket League x Monstercat Vol. 1 begun immediately afterwards.

In November 2018, Noisestorm's April Fools' Day single, "Crab Rave", entered Billboards Dance/Electronic Songs chart. The Irish music artist, writing to the magazine, praised its entrance onto the chart, and expressed his approval of its status as an internet meme.

Other partnerships

In 2019, Monstercat partnered with Dutch video game developer Soedesco to compose music for its video game, Xenon Racer. The game was released on 26 March of that year.
On 14 March 2019, Czech-based indie studio Beat Games released their first paid Downloadable content song pack for their virtual reality rhythm game Beat Saber for Microsoft Windows and PlayStation 4. The song pack was released as a partnership with Monstercat, titled Monstercat Music Pack Vol. 1. It features a collection of 10 tracks from the record label, including songs from Aero Chord, Pegboard Nerds, Muzzy, Stonebank and Kayzo. The song pack was released for $12.99 USD,, with Monstercat offering new subscribers a free month of their Gold Subscription. A crossover music pack with Rocket League was released in November 2019.
In July 2019, to coincide with the label's eighth anniversary, Monstercat announced a partnership with Linden Labs to bring live music experiences into the developer's virtual reality game, Sansar. The collaboration, called the Monstercat: Call of the Wild Experience, began on 12 July, and hosts a live virtual reality alternative to Monstercat's weekly Call of the Wild radio show.

Key people

Monstercat signs artists on a single-track basis, allowing them to move between labels and brands without an exclusive contract.
Monstercat has supported prominent artists such as Krewella, Gareth Emery, Knife Party, Modestep, Seven Lions, and Infected Mushroom. Other producers with connections to the label include:

Discography

Main series compilations

Uncaged