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Started in October 2006 by Steve Lawler, VIVa Music began life as a conduit for the internationally renowned DJ and Producer to release the wealth of underground music he encountered on his travels. Now, just a few years later VIVa is a self-contained hotbed for new talent which draws attention from DJs, punters and producers alike. Having previously handled the now-classic and traditional vinyl label Harlem Records, Lawler decided VIVa was to be a forward thinking outlet for quality music and boldly announced that VIVa was to be digital only. As well as a clear mission to look towards the future of the music industry, this was a step to ensure that music could be released quickly and retain the freshness that the labels A&R was struck by. Far from the template set out by many of Lawler's contemporaries, VIVa quickly established itself as a label where artists could be themselves and write music that isn't defined by just A&R, but by one simple guideline: Quality. This has meant the label has gone on to release music from a wide range artists, from major players like Lawler and Audiofly through to burgeoning talent like Livio & Roby and Nicole Moudaber. In keeping with an ever evolving outlook, 2009 will see VIVa further transformed. Worldwide tour nights, Festival Arena, International Residency's and a new UK based residency at the legendary Ministry of Sound in London are just the tip of the iceberg. Always ones to buck trends, the VIVa family are pressing vinyl again alongside it's digital output as well as expanding its roster of relatively unknown talent rather than rely on the tried and tested. At the forefront of this exclusive roster of talent are the likes of Vrajitoroo, David Pher, Dragosh, Adroid Cartel, Jimmy Hill, Alex Tepper, TRNNSTR, Darius Syrossian & NYRA, Erphun and Sean Miller but VIVa will continue to work with what it considers extended family for both releases as well as remixes; which means the likes of Jamie Jones, Audiofly, Simon Baker, Tiefschwarz, Bearweasel, David Durango and many, many more. VIVa is an important part of my life now, building a family of artists, that I take great pleasure in building and pushing. The amount of amazing music coming from new talent is phenomenal and its birth and direction are very exciting. - Steve Lawler Viva VIVa, 2010

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