Roger de Graaf, who co-founded Spinnin’ Records, is returning to the music business with Fluent Music Group, which will develop electronic music artists.
De Graaf is launching the company alongside marketing executive Robert Tammens, who previously worked at Spinnin‘ Records and later founded the digital agency Molecule.
During his tenure at Spinnin’, which he co-founded in 1999, de Graaf worked with Martin Garrix, Afrojack, Oliver Heldens and Sam Feldt during their early careers. De Graaf retired from Spinnin’ Records in November 2024. The label was acquired by Warner in 2017 in a deal worth over $100 million.
De Graaf’s new Amsterdam-based company will handle recordings, publishing and consulting work for producers and DJs. Fluent Music says it will “combine that foundation with Tammens’ expertise in digital strategy, branding, and community building to create a forward-looking structure for artist development.”
“I want to help artists build their careers and give them real direction in a fast-changing industry, to move quickly when they need support, to make them feel heard, and to provide true A&R guidance.”
Roger de Graaf, Fluent Music Group
Tammens said: “With Fluent, our mission is to empower creativity and give artists the tools to grow on their own terms. This is not about nostalgia. It is about creating an environment where new voices can thrive and where great music has the space to connect with audiences again.”
Tammens brings experience from both the music industry and brand marketing. After his time at Spinnin’, he built Molecule into a digital agency working with clients including Footlocker, Vogue, Pacha and Sony Music.
De Graaf added: “After years of watching the scene evolve, my passion for dance music remains as strong as ever.”
“With Fluent, our mission is to empower creativity and give artists the tools to grow on their own terms.”
Robert Tammens, Fluent Music Group
“I want to help artists build their careers and give them real direction in a fast-changing industry, to move quickly when they need support, to make them feel heard, and to provide true A&R guidance.”
He added: “I have always felt a responsibility to guide and support artists at every stage of their career.
“There are still so many opportunities for both new and established names to grow, and I believe real A&R can make the difference.
“Fluent will be a home for young talent finding their voice, as well as producers and DJs who already have success but want a trusted partner to help them evolve. This is a true passion project built around a lean but dedicated team that truly cares about artists and music.”
Music Business Worldwide
