Roger de Graaf Launches Fluent Music Group

Spinnin’ Records Co-Founder Roger de Graaf has launched Fluent Music Group, with a mission to help develop electronic music artists.

The launch:

• De Graaf is launching Fluent with marketing exec and fellow Spinnin’ Records alumnus Robert Tammens, who previously launched digital agency Molecule.

• As per Music Business Worldwide, the Amsterdam-based company will handle recordings, publishing and consulting work for producers and DJs.

• It will also incorporate “Tammens’ expertise in digital strategy, branding, and community building to create a forward-looking structure for artist development.”

Backstory:

• After co-founding Spinnin’ in 1999, de Graaf worked with artists such as Martin Garrix, Afrojack, Oliver Heldens and Sam Feldt.

• Spinnin’ was acquired by Warner in 2017 in a deal worth more than $100 million.

• De Graaf retired from Spinnin’ Records in November 2024.

• Upon leaving Spinnin’ and founding Molecule, Tammens worked with clients such as Footlocker, Vogue, Pacha and Sony Music.

What they said:

• Robert Tammens: “With Fluent, our mission is to empower creativity and give artists the tools to grow on their own terms. This is not about nostalgia. It is about creating an environment where new voices can thrive and where great music has the space to connect with audiences again.”

• Roger de Graaf: “Fluent will be a home for young talent finding their voice, as well as producers and DJs who already have success but want a trusted partner to help them evolve. This is a true passion project built around a lean but dedicated team that truly cares about artists and music.”