Founded by Nick and Nico in 2013 as a YouTube channel, the distinctive music selection and visual appearance of Selected. instantly grabbed the attention of a growing number of loyal followers and music lovers around the globe. Selected. was born. Still, under the first big landmark of 100,000 YouTube followers, Klaus and Michael joined the team in 2015 and became partners with the clear goal of expanding the Selected. brand into a full-scale music company. Since then, it's been a steady uphill journey.
Nowadays, Selected. is a major player on all platforms. The electronic super-brand hosts one of the most influential YT channels for electronic music and runs two of the biggest playlist brands on all streaming services. With these powerful tools and millions of fans and followers, Selected. has turned into a boutique label partner for electronic artists all over the world. A platform for emerging talents, but also for big names like Joel Corry, Sonny Fodera, Avaion and Just Kiddin (to name a few), the Selected. label crossed the 4 Billion stream milestone in spring 2024 and is now heading for new frontiers.
I am co-founder at Selected., navigating the next chapter of our brand evolution as one of the global power-players in electronic dance music. Around 10 years ago, Nico and I started Selected. as best friends and out of a shared passion for music, story- and brand-building. I couldn’t be more proud today about how far we’ve come and how we’ve been able to attract the attention and love of the incredibly talented & passionate individuals who form the team that Selected. is today and who are nothing less than a family to me.
10 years ago, Nick and I founded Selected. in my parent’s house. We are not only best friends from the very beginning, we also shared the same vision musically and visually to where Selected. needs to go. Strengthened by Michael and Klaus’ knowledge and experience, Selected. wouldn’t be as successful as it is today, and I’m forever grateful for that.
I am the lucky one. More than 25 years ago, I met Michael, who became my lifetime business partner, best friend and brother in heart. We went through all ups and downs in the music business; I thought I’d seen it all. Having such a partner is a rare blessing. But then, years ago, I met the two talented Berliners, Nick and Nico, and finally, my musical career took a completely new twist. Driven not just by the same musical taste but also by sharing the same values, goals and ideals, Selected. feels like the coronation of my career. It never felt so good, and, as I said, I’m the lucky one…
What Klaus and I have been experiencing in the last years with Nick and Nico is a dream come true. The synergy of 4 people from 2 different generations coming together has been so inspiring and fulfilling since the very first day, and until now, this effect has never stopped. When I was around 27 years old, I asked Chris Blackwell, the founder of Island Records and the person who brought Bob Marley to the world, for advice as I was about to start my first own record label called Kosmo Records.
He said, “just work with people you like”. There has been a lot of wisdom in this advice, and the longer I have been doing this, the more I recognise the deep truth of this approach to one’s professional and personal life. It feels so good that this has become a wonderful reality at Selected., working together with people you fully trust and that you can enjoy the ride with.
I started my journey in the music business almost a decade ago, initially as the manager of a label and publishing company, and most recently, as an independent production manager and publicist for various corporations and artists. Joining Selected. as its product manager felt like a genuinely natural step, and I am more than excited to be bringing my experience and expertise to its inspiring team. Through my position, I aim to amplify the company's and our artists' ever-evolving growth, by successfully handling our various productions and finding new strategic ways to creatively market our product.
In today's ever-evolving music industry, establishing a strong brand presence is paramount to success. As the Brand & Communication Manager, I understand the power of storytelling and know how to craft compelling narratives that resonate with our audience. Through my innovative approach and long experience in the world of electronic music, I shape selected.’s image, communication, and content to position the label as a prominent player in the music landscape. I’m in charge of defining and executing our marketing and communication strategies. My mission is to collaborate closely with artists, producers, and our dedicated team to develop cohesive campaigns that amplify our artists' unique voices and showcase their remarkable talent to the world.
I am the hands behind much of the audiovisual material you see on selected. I craft and compose content that selected. shares through our communication channels, using the best creative strategies and tools to showcase it on your screen just as selected. wants to do it. Along with my strong background in creating content in the music industry and working with artists, my mission is to give my all to make selected.'s community expand from a creative, empathetic, and engaging perspective. Being a part of the selected. team is an achievement, and now my goal is to grow with it.
