Spinnin' Records

Spinnin' Records is a Dutch electronic music record label founded in 1999 by Eelko van Kooten and Roger de Graaf. The company began with a relatively practical role in dance music: pressing vinyl records for artists. It subsequently developed into a broad electronic-music platform combining label operations, artist and repertoire work, management, music publishing, digital marketing, and global distribution. The label emerged from the Netherlands' established dance-music infrastructure. Van Kooten had initially worked in the publishing business associated with his father, Dutch radio DJ and businessman Willem van Kooten. De Graaf had experience at Rhythm Import, a specialist dance retailer. Their complementary backgrounds helped Spinnin' connect the commercial, retail, and production sides of the expanding electronic dance market. Over time, Spinnin' Records became known not only for its main label but also for a large family of specialist and artist-linked sub-labels. Reference material describes approximately 25 active sub-labels alongside the principal imprint. These imprints enabled the company to organize releases across different electronic styles, audiences, and artist communities while maintaining a recognizable Spinnin' identity. The broader group has also provided artists with A&R support, management, publishing, and digital promotion. Spinnin' developed in an era in which online video, streaming platforms, social media, and direct-to-fan discovery changed how dance records were marketed. The label became associated with highly visible digital release campaigns and, at times, promoted tracks without immediately naming the artists involved in order to generate curiosity and discussion. This approach reflected the label's emphasis on audience engagement and online momentum as well as conventional radio, club, and retail promotion. In September 2017, Warner Music Group acquired Spinnin' Records in a transaction reported as being worth more than $100 million. The acquisition brought the independent dance label into a major international music company. Following the transaction, co-founder Eelko van Kooten left the business, while co-founder Roger de Graaf became chief executive officer. The label continued operating under the Spinnin' name within Warner Music Group's global recorded-music structure. In October 2023, Spinnin' moved its headquarters from Hilversum to Amsterdam. The relocation marked a change in physical base while preserving the company's Dutch identity and international focus. Spinnin' remains principally associated with electronic dance music, label development, multi-imprint release strategies, and services designed to help artists distribute and promote music across global markets.

Spinnin' Records was established in the Netherlands in 1999 by Eelko van Kooten and Roger de Graaf. Van Kooten came from a publishing background connected to his father, Willem van Kooten, a former Dutch radio DJ and businessman. De Graaf had worked for Rhythm Import, a specialist retailer serving the dance-music market. Together they formed a company that initially concentrated on pressing vinyl for artists. The business expanded as electronic dance music became increasingly international and as the economics of releasing music moved beyond physical formats. Spinnin' developed from a pressing-oriented operation into a full-service label platform. Its activities came to include A&R, artist management, publishing, digital marketing, and the release and promotion of recorded music. A central part of its structure was the creation and operation of multiple sub-labels. The reference material identifies approximately 25 active sub-labels in addition to the primary Spinnin' imprint, with many associated with particular artists or distinct label identities. The multi-label structure allowed Spinnin' to serve different parts of electronic music while retaining centralized expertise and marketing capacity. Its work increasingly reflected the importance of online discovery, streaming, social platforms, and video distribution. The company was also known for promotional experiments in which tracks were circulated without immediately identifying the artists, a method intended to create curiosity and build a digital conversation around the music. Spinnin' remained one of the most prominent Dutch electronic-music companies as dance music became a global commercial category. Its services extended beyond conventional record release functions, giving contracted artists access to A&R, management, publishing, and digital promotional support. This broader model positioned the company as both a label group and an artist-development business. In September 2017, Warner Music Group acquired Spinnin' Records for a reported amount exceeding $100 million. The transaction changed the company's ownership while leaving the Spinnin' brand and its label operations in place. After the acquisition, co-founder Eelko van Kooten departed and fellow co-founder Roger de Graaf assumed the role of chief executive. The company thereby became part of Warner's international music network while continuing to focus on electronic dance music. In October 2023, Spinnin' transferred its headquarters from Hilversum to Amsterdam. The move updated its Dutch operating base but did not alter its fundamental identity as an internationally active electronic-music label group. Spinnin' continues to operate through its main imprint and a network of associated labels, releasing and promoting dance music while providing selected artists with commercial, creative, and marketing services.

• 2023

  Headquarters moves to Amsterdam

  [1]Spinnin' Recordsen.wikipedia.org

  Spinnin' Records relocates its headquarters from Hilversum to Amsterdam in October.

• 2017

  Warner Music Group acquires Spinnin' Records

  [1]Spinnin' Recordsen.wikipedia.org

  Warner Music Group purchases Spinnin' Records in a transaction reported at more than $100 million.

• 2017

  Post-acquisition leadership transition

  [1]Spinnin' Recordsen.wikipedia.org

  Co-founder Eelko van Kooten leaves the company and Roger de Graaf becomes chief executive.

• 1999

  Spinnin' Records is founded

  [1]Spinnin' Recordsen.wikipedia.org

  Eelko van Kooten and Roger de Graaf establish Spinnin' Records in the Netherlands, initially focusing on vinyl pressing for artists.

A globally oriented electronic dance music label and artist-services platform built around a large multi-imprint network, digital-first promotion, and international distribution.

• Record label · 1999

  Spinnin' Records main imprint

  The principal Spinnin' Records imprint releases electronic dance music for international audiences. Its output is supported by the company's A&R, marketing, publishing, and distribution capabilities and is commonly delivered through digital platforms as well as other release formats.

• Multi-label platform

  Spinnin' Records sub-label network

  Spinnin' operates a broad network of sub-labels, with reference material describing approximately 25 active imprints alongside the main label. Many are linked to individual artists or specific electronic-music identities, allowing differentiated release strategies within the wider Spinnin' organization.

• Music services

  Artist services

  Beyond releasing recordings, Spinnin' provides selected artists with A&R, management, music publishing, and digital marketing support. These services connect creative development with the commercial promotion and international distribution of electronic music.

• Anonymous-artist release promotion

  International digital markets

  Spinnin' Records at times promoted songs without naming the artists behind them. The tactic was intended to create a sense of mystery, stimulate audience discussion, and generate online attention before or around release identification.

  Outcome. Used as a promotional technique to create buzz; the available reference does not provide campaign-specific performance figures.

  Source

• 2023

  Relocate headquarters from Hilversum to AmsterdamStrategy

  Background

  Spinnin' maintained its Dutch base while operating as an internationally focused electronic-music company.

  Action taken

  The company moved its headquarters to Amsterdam in October 2023.

  Aftermath

  Amsterdam became the label's stated headquarters; no additional operational or financial effects are specified in the available material.

  Source

• 2017

  Accept Warner Music Group acquisitionM&A

  Background

  Spinnin' had developed into a significant international electronic-music label and multi-service platform. Warner Music Group pursued the company as part of its broader recorded-music expansion.

  Action taken

  Warner Music Group acquired Spinnin' Records in September 2017 in a transaction reported to exceed $100 million.

  Aftermath

  Spinnin' continued under Warner Music Group. Co-founder Eelko van Kooten left, while Roger de Graaf became chief executive.

  Reported acquisition value. More than $100 million (September 2017)

  Source

• 2023

  Spinnin' Records relocates headquarters to Amsterdam[1]Spinnin' Recordsen.wikipedia.org

  Other

  The label moved its headquarters from Hilversum to Amsterdam in October 2023.

• 2023

  Spinnin' Records moved its headquarters to Amsterdam[1]Spinnin' Recordsen.wikipedia.org

  Other

  The label relocated its headquarters from Hilversum to Amsterdam in October 2023.

• 2017

  Warner Music Group acquires Spinnin' Records[1]Spinnin' Recordsen.wikipedia.org

  M&A · Leadership change

  Warner Music Group acquired Spinnin' Records in September 2017 in a transaction reported to be worth more than $100 million. Co-founder Eelko van Kooten subsequently left the company, while Roger de Graaf became chief executive.

• 2017

  Warner Music Group acquired Spinnin' Records[1]Spinnin' Recordsen.wikipedia.org

  M&A

  Warner Music Group purchased the Dutch electronic-music label in September 2017 in a deal reported to exceed $100 million. The transaction expanded Warner's presence in dance music and brought Spinnin' into a major-label corporate structure.

• 2017

  Eelko van Kooten left Spinnin' after the Warner acquisition[1]Spinnin' Recordsen.wikipedia.org

  Leadership change

  Following Warner Music Group's acquisition, co-founder Eelko van Kooten departed the company and Roger de Graaf assumed the chief executive role.

1. 1Spinnin' Recordsen.wikipedia.org