If you follow club culture, you're already familiar with dance-floor demons DJ Rob-E, Baby Anne, Andy Hughes, Atmosphere and Jason Brown. Individually, these performers are impressive; collectively, they are an electronic tour de force that flies under the banner of Phattraxx Records. Jumping into the recording business with this already-established lineup of jocks, the young dance-music label quickly made a name for itself with high-quality releases.
Perhaps most important to the label's growing credibility are the popular club nights that keep the talent connected to its dance-floor constituency. Baby Anne's new weekly promotion, Phatt Breakz Tuesdaze, starts June 13 at Icon, in addition to the established Thursday nights, Creation, at Club La Vela, with Rob-E, Andy Hughes and Daisy. And Dave Maltais spins Fridays and Saturdays at 600 North in Daytona Beach.
Ironically, Phattraxx Records emerged in 1997, just as the late-night dance scene was under attack by the local government. With personal ties to the underground sphere, successful Orlando businessman Steven Moore and his DJ friends were discouraged by the way local dance-music artists were being recorded and marketed. So Moore decided to be a part of the solution, uniting a community of jocks as Phattraxx Records and presenting their musical vision to the world.
The first Phattraxx release, a masterful mix CD by Rob-E dubbed "Orlando Breakz Vol. 1" (March 1998), sold nearly 7,000 copies, invigorating the start-up company. That success was followed by a string of high-energy 12-inch vinyl singles by turntable veterans Baby Anne, Rob-E, Andy Hughes and Atmosphere (Dave Cassetta). Most tracks are recorded the label's local studio, The Phat Pharm. But Moore's partner Brent Borel, a DJ and producer himself, maintains a satellite office in his Texas home, where he mixed recent the releases "The Whoop! Project" CD and DJ Jason Brown's 12-inch "Peace Comes From Within."
Although Phattraxx is relatively new, the company is building relationships that should pay off down the road. Virgin Megastore already distributes the label's product in the U.S. Even bigger is a deal with Transworld Entertainment that will put 'Traxx releases in every mall in America. Future plans call for foreign distribution.
Meanwhile, the label's vigorous gigging and tracks of techno bliss continue to define and promote the home-town sound way beyond the city's limits.