Dirtybird

It’s been 15 years since “Deep Throat” by Claude VonStroke became a global phenomenon, marking the third release on his now iconic record label, Dirtybird. True, the crew had prior begun throwing free parties in San Francisco’s Golden Gate Park, serving up barbecued treats and attracting a troupe of musical misfits whose fun-loving ethos would since foster a far-reaching influence.
 
Way back when, it was all humble pie, as Barclay Crenshaw launched the homegrown label with a hand drawn logo by his first signee, Justin Martin. Beginning in 2005, VonStroke A&R’d a tastemaking roster of producers including the likes of Catz ‘n Dogz, Julio Bashmore, Shiba San and Eats Everything among many more.
 
Today, the underground sound has practically become a genre unto itself, developing a loyal following that’s still flying high with the wind beneath their wings. As Mixmag’s #1 label of the decade, Dirtybird continues to imagine a transcendent reality of magical art and creative expression.
 
At this time it seemed only right that artist Claude VonStroke would reflect on what it’s meant to helm the label hybrid into the enterprise that it’s become. His eclectic new album, Freaks & Beaks, celebrates Dirtybird’s 15th birthday with the same spirit of quirky innovation that makes the brand something special.
 

Annual Program of Events

 
To mark the occasion, we put all our cards on the table, rolling out an ambitious program of events including two new festivals and a world tour. Album release parties kicked off in Detroit and Chicago, before making a jaunt to London and Berlin, with a pit stop at the Beatport office to discuss the recent milestones on album release day.
 
Touring continued with dates in South America and Asia, before the full flock of Dirtybird Players landed at Miami Music Week, taking over two rooms at Club Space for a sold out show with over 20 acts. In addition to producing custom t-shirts for the annual pilgrimage, we issued a compilation album and threw an all-nighter at 1-800-LUCKY with Claude VonStroke.
 
The customary Dirtybird BBQ got a special edition birthday treatment spanning five cross-country dates, while the third installment of Birdhouse festival touched down in Los Angeles for a carnival of house and techno, after ruling the roost in the midwest. Then, the Dirtybird Players reconvened at Movement with a pyramid stage takeover and official after party at Bert’s Warehouse.
 
Finally, the whole flock migrated East for the ultimate long weekend at our new Florida festival, Dirtybird CampINN, where the stage is just steps from your hotel room. Followed by our beloved “tentpole” event, Dirtybird Campout, chock full of good ol’ fashioned fun and games with our wild n’ crazy cast of characters.
 

Holistic Solution

 
VonStroke commissioned visionary illustrator, Jeremy Fish, to design the album jacket which was extended into a vinyl box set including a 300-page coffee table book as well as a seasonal capsule collection of merchandise. The commemorative book chronicled the label’s history with photos, interviews, and artwork across the ages.
 
In Los Angeles, we hosted a show of the visual artists responsible for more than a decade of album covers, offering fans a first listen of the new record and a chance to get their book signed by Claude VonStroke. Additional signings were held in London and New York.
 
The entire experience was captured in an eight part docuseries following the making of the music, life on the road, and a deeper dive behind the scenes.
 
To support the massive undertaking, we partnered with Listen Up & Infamous PR for pitching media, radio, DSPs and playlists in Europe and North America. In striving to serve the whole world with nothing but the best dance music, we made deals with Armada Music and Etcetc for territory licenses in Europe and Australia, respectively.
 

And the Beak Goes On

 

 
As we set the stage for one of the biggest year’s yet, Pete Tong invited VonStroke to contribute an Essential Mix for his legendary BBC Radio 1 program. A cover story from DJ Mag highlighted the renegade spirit shared by these birds of a feather.
 
A day ahead of the album release, we partnered with SoundCloud to run a push notification driving to an exclusive premiere of the irreverent “Birthday Messages” left by fans on a recorded phone line.
 
On release day Spotify ran a high-impact banner on the mobile home tab and the master, Claude VonStroke, took over the Housewerk and Guest List playlists, with other placements on Dance Rising. Editorial support included a Label Spotlight on Dirtybird Records.
 
Following an in-person listening session with Apple, we secured global editorial support including contribution of a Beats One Mix and addition to playlists such as Groove, New Music Daily, and Global Dance among more. Anna Lunoe interviewed Claude VonStroke as he took the reins of her DanceXL playlist, offering an album deep cut, “Session A,” for a more European flare.
 
Lastly, a Billboard feature documented the importance that authenticity has played as a core tenant of this enduring music community.