Believe and Kidding Aside Announce Strategic Partnership to Create All Night Long Electronic Music Label

All Night Long music label
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All Night Long music label
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Photo Credit: All Night Long

Believe and Kidding Aside announce a strategic partnership to create All Night Long, an electronic music label set to draw in artists spanning techno to EDM.

Management agency Kidding Aside and indie label Believe have joined forces to create a diverse and expansive electronic label in All Night Long. Created to provide personalized support for artists, the new label intends to serve as a bridge between genres to establish itself as a leader in electronic music.

The label will provide artists with a comprehensive toolkit, specialized digital knowledge, and dedicated promotional and marketing teams tailored to the specificities of electronic music to broaden the reach of artists.

“Matthieu [Jay] and I have been involved in artist development for years, and what we’ve built up so far has paid off. All Night Long embodies the perfect blend between Kidding’s electronic music experience and Believe’s marketing and digital expertise,” says Henri Jamet, Director of Artist Services & Development at Believe.

“Electronic music thrives on its vibrant live scene. Our aim with All Night Long is to provide unprecedented support to this movement, without any segmentation,” added Matthieu Jay, Managing Director of Kidding Aside.

The first lineup of All Night Long artists includes NTO, Folamour, TDJ, Urumi, The Acid Arab Collective, and Trym. All Night Long is a welcome addition to Believe’s Artist Services, which comprises three labels: AllPoints Label Services (JUL, Werenoi, Naps, Djadja & Dinaz), Animal 63 (The Blaze, Yodelice, Johan Papaconstantino), and naïve (Yamë, Gaël Faye, Izïa).

News of All Night Long’s launch comes on the heels of Warner Music Group announcing it would not submit a binding offer to acquire Believe. That move follows a multi-week back and forth that saw Warner up against a consortium of Believe’s stakeholders who wish to take the company private, led by CEO and founder Denis Ladegaillerie.

Ladegaillerie’s consortium offered approximately $16.35 per share in a valuation of Believe that placed it at around $1.6 billion. The group finalized a deal to acquire a 71.92% stake in the company through “Block Acquisitions.” As of last week, Believe shares were trading at a nearly 60% year-to-date uptick.