Roger de Graaf, the co-founder and former CEO of Spinnin’ Records, has officially unveiled his next chapter: Fluent Music Group, an Amsterdam-based artist development firm that reimagines what a modern electronic-music ecosystem can look like.
After helping turn Spinnin’ into one of dance music’s most influential labels—home to names like Martin Garrix, Afrojack, and Oliver Heldens—de Graaf is now setting out to build something more personal, flexible, and future-ready. Fluent Music Group, created alongside longtime marketing executive Robert Tammens, aims to combine recording, publishing, consulting, and community strategy under one roof, offering artists the kind of holistic career support that traditional label systems often struggle to deliver.
From corporate powerhouse to creative freedom
When Spinnin’ Records was sold to Warner Music Group in 2017 for a reported $100 million, it symbolized the peak of EDM’s global explosion. But it also marked a turning point. As the scene matured, many artists began questioning how much creative control they were sacrificing in exchange for reach and exposure.
De Graaf, who guided Spinnin’ from a small Dutch imprint into a world-dominant brand, appears ready to tackle that problem head-on. Fluent Music Group is his answer—a structure that values speed, agility, and authenticity over corporate layers and quarterly targets.
“I want to help artists build their careers and give them real direction in a fast-changing industry,” de Graaf said. “To make them feel heard and provide true A&R guidance.”
The rebirth of artist development
What’s striking about Fluent’s model is its return to old-school artist nurturing combined with a new-school digital mindset. Robert Tammens, who previously led the creative agency Molecule (working with brands like Sony Music and Vogue), brings expertise in digital storytelling and brand identity. Together, they want Fluent to be a space where both sound and story grow side-by-side.
Why this matters for the next generation
For emerging producers, Fluent Music Group’s launch is symbolic. It shows that the most experienced figures in dance music recognize the need to reinvent the path to success.
In many ways, Roger de Graaf is doing what great artists do: reinventing himself while staying true to the roots that made him influential.