Layton Giordani Launches MADMINDS Label with Club-Facing Green Velvet Collaboration, "When It Kicks"
MADMINDS is a "New York-based house and techno label at heart, reaching to unlock and innovate our music," says Giordani.
Rachel Narozniak
The formula is simple: when it kicks, it hits, and when it hits, it hits hard.
Layton Giordani and Green Velvet's trance-inducing collaboration, "When It Kicks," lives up not only to its name but also to the hype that surrounded the club-forward cut, which formally opens Giordani's MADMINDS label for business.
"My own record label. This has been a long time coming. I'm a big believer in things happening naturally, and after making music for 15 years, it begins. A New York-based house and techno label at heart, reaching to unlock and innovate our music," he wrote on Instagram.
"When It Kicks" plays with authority, urgency, and intensity, dictating the listening experience – and then delivering it in real-time. The song has run laps across dance/electronic's live circuit since Giordani premiered it during his headline New York City show last December, surfacing in sets from Adam Beyer, John Summit, and Mau P. Listen below.
After several hit collaborations, including their remix of "PATT (Party All The Time)," Giordani and Green Velvet's synergy is clearly ever-flowing. Catch it in action at the Experts Only Festival in New York later this month, where the producers will go b2b.
"When It Kicks" is out now via MADMINDS. Buy it on Beatport.
