In a crowded field of new techno, few labels can rival the raw authenticity of New York Trax. A direct product of its hometown, the emerging techno imprint has cultivated a punishing sound that immediately resonated with us. While just founded last year, label-head Nicole Gier has already gained a dedicated following and generated a lot of buzz throughout the international techno community. New York Trax builds on the city's legendary history and continues its legacy with brvtal, rhythmic electronics that infuse equal parts of hardcore and industrial.
The label's first release came from local legend Richard Hinge. A pioneering proponent of the New York City techno scene since the 90's, Hinge returned from a hiatus to help launch the label in a major way. The 12" (like all releases pressed at Brooklyn Vinyl Works), is comprised of three massive tracks that range from the hypnotic "Changes" to the crushing "Voices In My Head".
The next release, born out of a stolen tracks scandal, came by way of New York Tracks Imports. With no creative boundaries and an invitation to collaborate with like-minded artists, the "Imports" sub-label proves that you can channel the New York ethos regardless of your location. Swedish producer Dawid Dahl, and seasoned Irish producer Another Alias, come storming though the gates with Dahl's alarming, apocalyptic track, "Krig". Another Alias finishes the A side with the distorted, percussive onslaught of "Craic Fiend". Dahl closes things out on B with the pulverizing "Gehenna".
Coming up next for the label is Serbian born, now New York City-based Boris Brenecki. Also a member of Ontal and Impulse Controls, Brenecki's solo work is just what we want - merciless techno with elements of industrial and rave. "The Oven" is a perfect NYC track that is oozing with the spirit of the underground. Perhaps the perfect finishing touch is the evil "Strictly Hardcore", which pounds you deep into submission to end the release. Official video for "The Oven" here:
We asked founder and label-head Nicole Gier what inspired her to start the label and where does she it going and she provided us with this insightful response:
I was born and raised in NYC, but when I was 10 years old my mother married a new guy and we moved to Europe. I lived in Warsaw and also in Berlin and London. I was a promoter for around 8 years and created one of the biggest hardcore techno events in Eastern Europe at that time. Then I came back to NYC, completely on my own, started going out to parties alone not knowing anyone, so I had the time to focus and observe. I discovered that promoters and producers here do not follow the generic European sound in techno, nor the European bro-based self-serving culture in the scene, and that everyone is more authentic and more distinguishable from each other. And exactly this triggered the thought to create New York Trax. A label which releases only NYC-based producers and elevates the NYC scene by showing the rest of the world how unique it is, how it resembles the city itself with its insane diversity. Then the scandal happened with the stolen tracks and it was my decision to create the sub-label.
In the future, I will just keep doing what I am doing. To me, the politics of the scene don't matter, who is famous and trendy does not matter either. I want to release quality sound because I want people to go over my catalog in 20 years from now and be like "wow this is outstanding". All the kids replicating other kids will be forgotten sooner than they think. I hate the entire social media based culture and all this bullshit that puts aside talent and glorifies everything else which should normally be deemed irrelevant in the music scene.
Over the course of just one year, New York Trax has established itself as perhaps the hardest label in New York (after Industrial Strength of course). We love the imprint's commitment to elevating the local scene and their approach to the music aligns with our tastes perfectly. For crushing, dystopian techno, there are few better places to look right now.