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Svetlana Industries Toby Brundin

07.04.2011 | 17:45

Dom Omladine

Hype, hope, energy and love

DJ Toby Brundin a.k.a Tobama was born in Oxford, England. He runs the Svetlana industries record label. He is also a DJ, event organiser, and producer of cultural projects.

Tobama started out playing raves back in the 90s, running nights in Ireland and promoting a range of club nights and festivals. He established his reputation as a trailblazer early on by introducing jungle to a packed club of teenagers at a hardcore rave in the middle of the Irish countryside. He held down a residency at two different nights for three years before moving to London and getting increasingly involved in organising live shows and festivals, as varied as Aphex Twin in a rooftop greenhouse and Lily Allen alongside Terry Hall and Mad Professor on a beach in Russia.

He likes to push new sounds, but his sets always retain a breathless sense of excitement and steadily build from start to finish. As he puts it: "I like energy, I like attitude and I like seriously big tunes."

Toby will showcase Svetlana Industries, his Belgrade-based label working mainly in abstract hip-hop, wonky, dubstep and genres in between.His approach to music marketing bordering on hippe, Toby will expatiate on the means of furthering one's musical agenda, be it radio rotation or press coverage. He will discuss good strategies and methods of promotion, networking and establishing contacts in the industry, as well as the importance of guerilla marketing and social media.


EMC - EXIT music conference


Toby will talk about artist and label promotion, focusing on the key ingredient of success: the Hype.


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Toby Brundin




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