NEW MEXICAN NETLABEL : VIRA RECORDS

by Ricardo Guzman on Sunday, August 15, 2010 at 1:34pm

Vira: (biology) A phylum in that consists of all viruses, in the LHT viral classification scheme.



VIRA RECORDS (méxico)

Music is very similar to a virus, it lives, reproduces and evolves as a living being. It adapts to its environment and time. Even natural selection applies to music: in a world of excessive consumption, only the “stronger” and more adaptable music tracks will survive.

The same way as viruses, music can generate a wide range of different specific reactions on people. It can make them happy, sad, make them dance or even alienate them into consumption, depending on its rhythm, pitch, dynamics, texture and content. Also, since it goes straight to the brain of its listeners, music is one of the few things that can affect the physic world either coming from a digital, analog or an accoustic source.

Vira Records is an independent label focused promotion and documentation of contemporary electronic music. It operates from Mexico, but it’s not restricted to any specific geographical zone. This label considers music as viruses, therefore each of our releases is considered as a vessel which contains analog or digital signals to create waves that can generate specific reactions on people.

Each release is different, therefore every release is suposed to adapt to the container (format) that fits the most to the music. But just like viruses, we don’t know which path it will take or which reaction it will generate after it gets to the listener.

Borned in a “post-netlabel” era, this label tries to adapt to new media and ways of consumption. Different ways of distribution means different formats. Based in a viral and independent system of distribution and promotion, Vira will be using different methods and formats, depending on the release. From free and paid digital releases to physical formats (CD, vinyl and USB flashdrives) and online streams.

Low frequencies tend to have more impact in the human being. When correctly amplified they are perceived not only by the ear, but by the whole body. This is the point of departure of the selection of the sound, so bass driven music will be the start for the sound of the label. Dubstep, Dancehall, Breakbeat, Glitchhop, Wonky, Future Garage, 8bit, Dub… and everything in between will be the interest in the near time.

Vira is a point of intersection of a group of artists; a channel of expression which will be evolving through time as the artists, society and culture evolves.

In a parallel way to the audio releases, Vira will be releasing podcasts with DJ sets and live acts in which forthcoming material is shown and the music will get contextualized in a sonic manner. The blog will also help to describe the environment of the artists and their sound.

Three words can be used to describe the ideology behind Vira:

“Spread the sound”

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FREE DOWNLOAD :

VIRANET01

NAME: VAPOR REMIXES

AUTHOR: MHV, V/A

RELEASED: 15/08/2010

FORMAT: FREE NET EP

+info / gigs / demos /

———————-

info@vira-records.com

www.vira-records.com

http://vira-music.bandcamp.com/

méxico

2010