mission
Mission
CHRIS KNIGHT, AKA KRYDER, IS A GLOBALLY RECOGNIZED PRODUCER & TOURING DJ WITH OVER 25 YEARS OF MUSIC INDUSTRY KNOWLEDGE, EXPERIENCE & AWARDS.
HE HAS WORKED WITH THE SWEDISH HOUSE MAFIA, DAVID GUETTA, TIESTO, ARMIN VAN BUUREN, AND HAS BEEN SIGNED TO LABELS LIKE UNIVERSAL, WARNER, SPINNIN', AND PERFORMED ON STAGES LIKE TOMORROWLAND, ULTRA MUSIC FESTIVAL, AND CREAMFIELDS. HE BELIEVES THAT ARTISTS HOLD THE REAL POWER IN THE INDUSTRY, AND IT ALL STARTS WITH THE ENERGY & PASSION OF CREATION.
BY DESIGNING FORWARD-THINKING BESPOKE FOUNDATIONS WITH HIS TEAM FOR HIMSELF AND THE ARTISTS SIGNED TO D12, WE ARE ON A MISSION TO REBALANCE THE OUTDATED INDUSTRY, LEAVING ARTISTS TO CREATE IN A LESS ENERGY-DRAINING WAY SO THEY CAN FOCUS WITH CONFIDENCE ON THE MOST IMPORTANT THING... THE ART.
CHRIS KNIGHT, AKA KRYDER, IS A GLOBALLY RECOGNIZED PRODUCER & TOURING DJ WITH OVER 25 YEARS OF MUSIC INDUSTRY KNOWLEDGE, EXPERIENCE & AWARDS.
HE HAS WORKED WITH THE SWEDISH HOUSE MAFIA, DAVID GUETTA, TIESTO, ARMIN VAN BUUREN, AND HAS BEEN SIGNED TO LABELS LIKE UNIVERSAL, WARNER, SPINNIN', AND PERFORMED ON STAGES LIKE TOMORROWLAND, ULTRA MUSIC FESTIVAL, AND CREAMFIELDS. HE BELIEVES THAT ARTISTS HOLD THE REAL POWER IN THE INDUSTRY, AND IT ALL STARTS WITH THE ENERGY & PASSION OF CREATION.
BY DESIGNING FORWARD-THINKING BESPOKE FOUNDATIONS WITH HIS TEAM FOR HIMSELF AND THE ARTISTS SIGNED TO D12, WE ARE ON A MISSION TO REBALANCE THE OUTDATED INDUSTRY, LEAVING ARTISTS TO CREATE IN A LESS ENERGY-DRAINING WAY SO THEY CAN FOCUS WITH CONFIDENCE ON THE MOST IMPORTANT THING... THE ART.
HE HAS WORKED WITH THE SWEDISH HOUSE MAFIA, DAVID GUETTA, TIESTO, ARMIN VAN BUUREN, AND HAS BEEN SIGNED TO LABELS LIKE UNIVERSAL, WARNER, SPINNIN', AND PERFORMED ON STAGES LIKE TOMORROWLAND, ULTRA MUSIC FESTIVAL, AND CREAMFIELDS. HE BELIEVES THAT ARTISTS HOLD THE REAL POWER IN THE INDUSTRY, AND IT ALL STARTS WITH THE ENERGY & PASSION OF CREATION.
BY DESIGNING FORWARD-THINKING BESPOKE FOUNDATIONS WITH HIS TEAM FOR HIMSELF AND THE ARTISTS SIGNED TO D12, WE ARE ON A MISSION TO REBALANCE THE OUTDATED INDUSTRY, LEAVING ARTISTS TO CREATE IN A LESS ENERGY-DRAINING WAY SO THEY CAN FOCUS WITH CONFIDENCE ON THE MOST IMPORTANT THING... THE ART.
Vision
The music industry's evolution has been accompanied by persistent adherence to outdated practices. The prevailing commission structures perpetuate a hierarchical model where artists find themselves at the base of the pyramid. Post-creation, the financial burden compounds with distribution expenses, label commissions, management fees, and often marketing costs that chip away from the artist's share, resulting in an unfair accumulation of debt for the artist.
Traditionally, artists receive meager, if any, recoupable advances, leading to a cycle of disappointment when faced with annual or bi-annual statement payouts. This setup forces artists into a high-volume creation mode, struggling to generate substantial income from their music. The pressure mounts as artists feel compelled to court labels and conform to the preferences of playlist gatekeepers, stifling their innate talent and creativity.
The financial strain often drives artists toward relentless touring, an unsustainable endeavor both physically and financially. This perpetual cycle not only limits artistic freedom but also compromises well-being, leading to an unhealthy reliance on ever-expensive tours merely to sustain a livelihood.
D12's fundamental objective is to revolutionize this landscape. It seeks to cultivate a new paradigm in the music industry, one that champions a healthy, equitable, and transparent environment for artists. The mission is to provide a stress-free platform that empowers artists to create, release, perform, and market their art without compromising their mental well-being or artistic integrity
The music industry has changed, but the old, outdated ways haven't. Current commission structures leave the artist at the bottom of the pyramid. After creation - there are distribution costs, label commissions, management commissions, and often marketing costs coming from the artist's %, leaving the artist with unfair debt.
D12 aims to create a new music landscape that promotes healthy, balanced, honest, and stress-free environments for artists to create, release, perform, and market their art.
D12 aims to create a new music landscape that promotes healthy, balanced, honest, and stress-free environments for artists to create, release, perform, and market their art.
brands we have worked with
Throughout our career, we have had the privilege of collaborating with a diverse range of esteemed brands. From renowned MUSIC LABELS to cutting-edge FESTIVALS, each collaboration has allowed US to showcase OUR skills in unique and exciting ways.
