Ukrainian DJ, promoter, producer, and label boss Nastia has been a driving force in the electronic music scene since 2005. Her journey exemplifies innovation and resilience in the music industry. Nastia’s latest venture, a platform for exclusive tracks on NECHTO, is revolutionizing artist-label collaboration.
Photo credit: Michael Fedorak
In this exclusive interview with EG, Nastia delves into the inspiration behind NECHTO’s model, where artists receive 100% of their income plus an additional fee. She discusses the challenges of capturing audience attention in the digital age and shares her vision for fair artist compensation. Despite the ongoing war in Ukraine, Nastia continues to champion Ukrainian culture and talent on the global stage.
Join us as we explore Nastia’s thoughts on the future of music distribution, the importance of quality over genre, and how NECHTO is building lasting relationships with artists.
EG: What inspired you to create a platform for exclusive tracks on NECHTO? How does it benefit both artists and the label?
Nastia: The inspiration came from the concept of exclusive tracks on Bandcamp. I’ve always appreciated the thrill of discovering rare, exclusive content that only true music enthusiasts find. After purchasing one of these Bandcamp-only tracks, I wondered how we could implement a similar idea at NECHTO, but with a unique twist.
We decided to open our doors to all artists, encouraging them to release on NECHTO. The key difference is that artists receive 100% of the income from their music, plus an additional fee from the label. This model benefits everyone involved: the label expands its audience, while artists can release music and earn money simultaneously.
EG: Is there a specific music format or genre that you focus on for tracks released through this project? What criteria do you use to select tracks?
Nastia: We don’t limit ourselves to a specific music format within this project. Our selection criteria are simple yet effective: if a track is high-quality, has a strong concept, and I can envision playing it as a DJ, it’s eligible for selection.
EG: Why do you believe it’s important to support artists in the music industry? What changes do you think need to be made to ensure they receive fair compensation?
Nastia: For far too long, the industry has undervalued those who dedicate their lives or spare time to creating music. We’re not alone in wanting to change this situation; projects like Aslice and Support The Sound share our goal.
We believe that artists who make music should be able to live off their work. The current model of releasing music primarily to secure tours and justify their labor needs to change. Not all producers want to or can tour, and producing music is a profession in its own right. It shouldn’t be tied to the “release music – earn money on tour” cycle that’s become the norm.
“We believe that artists who make music should be able to live off their work”
EG: What challenges do you face in capturing and maintaining the audience’s attention on social media and other platforms? How do these challenges affect your marketing efforts for NECHTO?
Nastia: This is undoubtedly our biggest challenge. In the world of social media and digital platforms, there’s a constant battle for attention. Conceptual content often struggles to engage the majority of the audience, who prefer entertainment-focused information.
For NECHTO, this presents a significant hurdle. Visual content is expensive to produce, and since the label doesn’t profit from this project (and even pays artists extra), we can’t invest heavily in PR. We rely on our own efforts and the active support of our audience. To help spread the project’s music, we’re planning to release a comprehensive compilation on Beatport at the end of the year.
EG: What role do you see a new project playing in the relationship between artists and the NECHTO label? Can you share any success stories from artists who have worked with NECHTO? What are the long-term goals of NECHTO?
Nastia: A new project serves as an introduction to the label’s activities, establishing communication and laying the foundation for the artist-label relationship. We’ve already seen success stories within NECHTO. For instance, after releasing tracks on our digital compilations, some artists from the Scary Beautiful project were signed for our first vinyl VA release.
Our philosophy is that once the doors are open, NECHTO doesn’t close them – the opportunities are in the artists’ hands. Our long-term goals remain consistent: to support artists, promote quality niche and dance music, maintain our aesthetic, and continue to entertain and educate our audience.
Lee Holmans ‘Nech026’ is now available on NECHTO Records. Stream and download here.
Follow Nastia: Spotify | Soundcloud | Instagram | Facebook
Follow NECHTO: Website | Soundcloud | Instagram | Facebook
