Steve Aoki‘s longstanding Dim Mak label has a new president, with Lorne Padman — the imprint’s vp for the last decade — assuming the position. In the role, the Los Angeles-based Padman will oversee strategy for the imprint, which was founded by Aoki in 1996 while he was a student at UC Santa Barbara.
The current Dim Mak roster includes producers like Henry Fong, Chyl, Ookay, Deorro, Cash Cash, Cheyenne Giles, Sikdope, 4B and more, with upcoming releases from Ray Ray, Mila Falls, Nostalgix and Aoki and Afrojack’s collaborative Afroki project, among others.
“Throughout Lorne’s ten years as vice president, he has been an integral part of the label’s success story,” Aoki tells Billboard. “His ability to cultivate strong relationships within the industry has been critical in elevating the reputation of Dim Mak’s brand. I’m confident that Lorne’s leadership and hard work will continue to steer the label toward further growth and excellence.”
Padman tells Billboard that for him, the label’s health and vibrancy is demonstrated by the fact that artists from across the roster collaborate often, without being pushed to by management. “For me,” he says, “that’s an indication we must be doing something right, if we’re creating an ecosystem of talent that all want to work with each other and get along socially and musically.”
These artists make many different styles of electronic music, with Dim Mak focused less on cultivating a specific sound and more on releasing compelling, relevant output. The idea, Padman says, is to offer a “complementary roster of different sounds, from really fresh underground and cool and new. But also, a bit like a financial portfolio, you can’t only be taking moonshots, you also need to have some established things that will guard our reputation and can also financially open the possibility of being able to take swings at emerging artists.”
Taking swings is built into Dim Mak’s business model, with the label’s New Noise imprint having released music from a totally new artist every two weeks for the last decade. This structure offers artists with what is often their first official release, providing them with the Dim Mak visibility boost while helping the label identify emerging sounds and trends. Altogether, Padman says, it’s “an avenue to market for development artists that are potentially too small for some other other labels.”
Padman brings decades of experience to the role, having DJ’d in Australia for 18 years. (“With only six Saturday off,” he says.) He was part of the development teams for the first releases by Avicii and The Chainsmokers and also has experience in management, radio, television, production and songwriting.
This history gives him the ability to speak the same language as artists and offer feedback in technical terms. But, he says, “I only ever feel like I have 49% of the vote” regarding the creative decisions any artist or member of the team — which includes staff across A&R, video, marketing, social media and art direction — should make.
“I want the artists to feel good and empowered, and I definitely don’t want to feel like Dim Mak is a distributor and that we’re not adding any value,” he says. “But at the same time, I don’t want them to feel like they’re being told what to be, because they have to choose that themselves.”
Padman’s previous label experience includes a run as national promotions and label manager at Australia’s Vicious Recordings, where he was working when he met Aoki. “At that time I felt Vicious was quite successful,” Padman says, “then Steve said something to the effect of, ‘But no one’s wearing a Vicious t-shirt.’ That stuck in my head. People will wear Dim Mak shirts and get Dim Mak tattoos, but no one’s wearing Sony or Warner or Universal or Republic shirts. There are labels and lifestyle labels. I always have to keep cognizant of the fact that Dim Mak is a lifestyle label.”
Padman also has a close working relationship with the dance/electronic categories at the Grammys, having co-authored proposals including the one that introduced the Dance Pop category to last year’s awards.
“I’ve always felt that it’s about reputation more than anything really,” he says of his and Dim Mak’s position in the wider industry ecosystem. “I’ve always felt like that if I can live my life through the four principles [of coaching expert Dan Sullivan] of showing up on time, doing what I say I’ll do, finishing what I started and saying please and thank you, then I’m going to be referable.”