Believe welcomes Cr2 Records, BLK&WHT RCRDS and Credence relaunch with global distribution deal and partnership.

13 July 2021 - Press release

UK independent dance label, Cr2 Records, has signed a global distribution deal and partnership with Believe. 

Now celebrating its 17th year, Cr2 Records are hugely excited to be partnering with Believe, recognised as one of the leading digital music companies in the world. The partnership will allow Cr2 to be able to develop and sign new artists on a global level, using Believe's infrastructure and expertise. Upcoming key releases include signings from HUGEL, Matt Sassari, Ben Rainey and more. 

The global distribution deal will also include BLK&WHT RCRDS - Cr2's alternative / indie imprint label. BLK&WHT is the home to Australia's four-piece band, Pirra. Signed by Mark Brown in 2019, Pirra's fifth single 'Never Apart' will be released June 18th, co-produced by Sam Littlemore from PNAU. 

Alongside the flagship label, Mark Brown will be re-launching Credence Records. Credence won DJ Magazine's 'Label of the Year' in 2001. DJ and producer Spencer Parker, based in Berlin, re-joins the team as A&R Consultant and will work closely alongside Mark to develop a roster and re-sign Credence's key releases. The label's first signing is a joint venture with Chicago's house legend, E-Smoove, featuring 10 new and exclusive singles. Credence previously ran for five years as an imprint within Parlophone/EMI where Mark Brown worked prior to launching Cr2 and achieved 25 top 40 UK hits – including the signings of the now iconic dance artists Eric Prydz and Green Velvet. He also signed the band Dirty Vegas who won their first ever Grammy award for a dance recording, ‘Days Go By’, in 2003.

Cr2 Records was founded in 2004 by DJ Mark Brown, one half of MYNC project at the time, following on from the success of Brown's previous label Credence. The name ‘Cr2’ was inspired by Credence, as the second chapter of Mark’s journey. Mark runs the label with his brother, Matthew Brown, and team. 

Mark Brown has over 25 years of experience within the music industry, starting out from music retail to DJing to label owner. From the age of 17, he has been DJing around the world and producing his own music. One of his greatest production achievements was producing the track entitled ‘The Journey Continues’, featuring Sarah Cracknell, in 2008 – the music of which is from the famous Lloyds TSB advert. The advertising campaign ran for 5 years and was a huge hit in the UK.  

Since launching, Cr2 Records has become a house music institution; with releases from some of the most established names in house, techno and electronic music including Eric Prydz, Steve Angello, Carl Cox, Nile Rodgers, Eats Everything, Nic Fanciulli, Paul Woolford, Deadmau5, Gerd Janson, CamelPhat and Dimitri From Paris to name a few. Their celebrated compilation albums are recognised as some of the biggest selling dance albums in the industry, collaborating with the top club and festival brands including Tomorrowland, Space Ibiza and elrow. 

Mark Brown, Cr2’s Founder and CEO added: “I am hugely excited about our global distribution deal and partnership with Believe. After 17 years of Cr2 Records being a self-releasing record label, I felt the time was right to partner with Believe to expand and grow the label globally while remaining independent. We’re thrilled to be working with the Believe team and we look forward to a successful 2021 and beyond.” 

Ben Rimmer, Believe’s Direct Labels & Artists Solutions UK, IE, Benelux says: “We’re thrilled to sign this long-term deal with Cr2. The old release models of local licensing and multi-partner solutions for a record label’s digital retail make less sense in the modern digital music industry so it’s perfect timing for Mark to consolidate his global audio-video digital and streaming business with Believe. We’re best placed to surround Cr2 with the teams and services they require to grow their business in the digital world with our local and global expert dance and electronic teams. There is excitement throughout Believe and our partners about what can be achieved with Mark and his team on the Cr2 brand and catalogue as well as the exciting upcoming artist projects.”