Few names have left a bigger fingerprint on electronic music’s modern era than Roger de Graaf, the co-founder and former CEO of Spinnin’ Records. Now, just a year after stepping away from the label he helped turn into an EDM powerhouse, he’s plotting his second act.
The Dutch exec has unveiled Fluent Music Group, a new Amsterdam-based talent ecosystem. Forged alongside former Spinnin’ colleague and marketing executive Robert Tammens, Fluent is built on a hybrid model that will encompass recording, publishing and consulting with an objective to develop the next generation of electronic music stars.
At Spinnin’, de Graaf played a central role in shaping the label’s creative direction and global footprint, building a platform that helped develop breakout successes for artists like Martin Garrix, Afrojack and Oliver Heldens, just to name a few. His work in A&R and label strategy was instrumental in positioning Spinnin’ as one of dance music’s most influential imprints, ultimately leading to its $100 million acquisition by Warner Music Group in 2017.
He formally stepped into the CEO role following the sale, but his influence had guided the label since its inception. He eventually departed in November 2024, leaving behind a legacy that remains engrained in the genre’s current evolution.
With Fluent Music Group, de Graaf is channeling that legacy into a more agile structure designed to meet artists where they are, both creatively and professionally.
“I want to help artists build their careers and give them real direction in a fast-changing industry, to move quickly when they need support, to make them feel heard, and to provide true A&R guidance,” he said in a statement. “I have always felt a responsibility to guide and support artists at every stage of their career.”
Tammens brings deep roots in digital strategy and branding, having previously led Molecule, a creative agency with clients ranging from Sony Music to Vogue. Fluent will lean heavily on that expertise to craft community-driven growth strategies that go beyond traditional label services.
“This is not about nostalgia,” Tammens added. “It’s about creating an environment where new voices can thrive and where great music has the space to connect with audiences again.”
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