Positiva Records
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Positiva Records is a subsidiary of EMI Records and is one of the biggest dance music labels in the UK. The record label was set up in 1993, by Nick Halkes. Previously, he used to run XL Recordings, the home of artists such as The Prodigy. Its headquarters are in Brook Green in West London. Currently[when?], it is the only large dance music label under the EMI banner. Labels that previously existed include Additive Records, which released more underground material and Credence. The second label was closed down by Parlophone in 2004, but has since returned under the CR2 Records name.
In its early days, Positiva attempted to establish its credentials in the music industry by releasing records from many names who were previously relatively unknown in the UK. For example, one of the label's first release was "I Like To Move It" by Reel 2 Real. This was an alias of dance DJ Erick Morillo, who is now known across the world mainly for his work at Subliminal Records. Later, the label signed tracks from US vocalist Barbara Tucker, who went on to release tracks including "Beautiful People", (1995) "Stay Together" (1995 again) and "Stop Playing With My Mind" (2000). Other house releases in this period were from Umboza, The Bucketheads and Judy Cheeks. During the late 1990s, the trance scene was fast emerging, and Positiva released several tracks from this genre such as Alice Deejay's Better Off Alone, which became a huge hit in Europe and the U.S., as well as DJ Quicksilver's "Belissima", Ayla, with "Ayla", Binary Finary "1998" and BBE's "Seven Days And One Week". Positiva has always claimed that it is simply a record label which takes underground hits and pushes them to the forefront. Its influence on dance music is hard to ignore.
Successful releases in the 2000s have included the number 1 hits "Toca's Miracle" by Fragma, "Groovejet (If This Ain't Love)" by Spiller featuring Sophie Ellis-Bextor, and "Lola's Theme" by the Shapeshifters. Other top 10 hits in the same decade include Watergate's "Heart Of Asia", "Flashdance" by Deep Dish, remixes of The Source feat. Candi Staton's "You Got The Love" and "Watch The Sunrise" by Swedish DJ and producer Axwell.
The label has also attempted in recent years to foster a certain degree of artist loyalty. For example, Axwell has released two records so far through the label. "Watch The Sunrise" was released in 2006 and "I Found U" in 2007. This year[when?], Positiva Records are joining together with Defected Records to release Axwell's co-production with Bob Sinclar, featuring the vocals of Ron Carroll, entitled "What A Wonderful World". The track has already been released through Sinclar's own Yellow Productions label, but will now receive a wider release. According to Positiva, the track is due to be given a full release on digital download on September 22nd, 2008. Other artists who have been with the label for many years include Paul Van Dyk and The Shapeshifters, although they have since left to release tracks via Defected Records and to concentrate on running their own Nocturnal Grooves label.
