‘One voice is quiet but together, we will be heard!’ – Rid
A new report from Attitude is Everything reveals that disabled music creators face significant barriers across the music industry. The survey shows that only 48% felt confident in applying for financial funding, only 10% felt confident in self-promoting their artist brand and music and only 20% felt confident in sharing their access requirements.
There are many organisations, movements and people doing great work to change this, but a dance music label dedicated to disabled artists only? This is new. Enter: Optivus Music.
Optivus Music is a nonprofit, UK based record label, created exclusively for disabled artists in dance music only. Creator of Optivus Music, Nick AKA DJ and producer, Rid, acquired a brain injury back in 2011, meaning that the team lead with deep understanding and lived experience.
Knowing the challenges that disabled people face in both life and the music industry, Optivus is committed to removing systemic barriers for disabled people in this sector. Their aim is to not only provide easy routes for disabled artists to release their music, but to promote accessibility and educate people on the challenges disabled people face; all whilst creating a beautiful, thriving community along the way.
But wait, the fun doesn’t stop there: All label profits will be donated each year to their charity of choice. Their goal is to provide an income revenue for the artists they work with, whilst actively promoting and supporting other charities who are already out there doing amazing work. This year, the charity of choice is Child Brain Injury Trust, a charity close to Nick’s heart.
After the release of their debut track ‘Just a Thought’ by Miss Medik – and with second release ‘Creed’ by Nick/Rid incoming next – we jumped into conversation with Nick to find out more.
What is Optivus Music and why did you start the label?
Optivus Music is the first label dedicated to artists and producers in dance music with disabilities. As a producer with a brain injury myself, I have found it frustrating and very difficult to overcome the stereotypes put upon producers in the music industry. Having struggled with finding labels that would represent me, I decided to make a label to give a voice to people in the same or similar circumstances as myself. I want Optivus to get rid of any stereotypical views seen on disabled people. Optivus is also here to show people that just because you’re disabled, doesn’t mean you’re not talented. You would be surprised what people hide in the music industry, because they are worried about being labeled as different because of their disability. I want to help as many people as I can. Although I have been through a lot myself and still have my own challenges, I am also in a position currently where I can offer advice, guidance, time and support to others.
Amazing – some real work being done here! Why is there a need for this in dance music in particular?
The dance music sector is saturated as it is, but disabled artists in particular are shined out and always overlooked. We’re put into a category that we can’t succeed or can’t be as successful as people without disabilities. When people hear the word disabled, they already class you as down and out. Whereas, actually, we have a more unique view of life. People think that we’ll be difficult to work with or they’ll think we won’t understand what they’re talking about. I experience this daily with judgemental eyes and the way people talk to me, as if we won’t understand. Everyone who is disabled will be able to resonate with this. I have a brain injury, I’m not brain dead.
Talk to us about the first release, ‘Just a Thought’ by Miss Medik…
I reached out to Miss Medik, as she plays a similar sort of music to what I make and she liked a track that I sent her. We got talking. I found out she is Autistic and that she has a track that she would be up for releasing as Optivus’ debut release. She is a very talented producer and DJ who has a long list of excellent releases en route. We’re very happy to be working with her and to have her support for the label launch. Make sure to go check her out.
With the label being disabled-led, in what ways will you be able to better support the artists you’re releasing with?
I understand where the artists are coming from and how difficult life is, being part of the disabled community myself. Optivus isn’t just a label, we want to create a community for disabled artists to feel safe, happy and secure without the pressures of the mainstream. There’s no pressure, we’re working together as a collective. I will be there to support the artists in any way I can.
In addition to this, you’ll also be raising money for charity. Why was this an important aspect of what Optivus is?
At the start of every financial year, we will be giving the disabled community the chance to vote on our charity of choice. This will be the charity that we will donate all label profits to at the end of the financial year. This is an important part of Optivus because it reinforces our values. Kindness, supporting others and giving back. We know there are already a lot of charities out there doing amazing work. Instead of becoming a charity ourselves, we’d rather support existing projects and organizations that are highly experienced and skilled in causes we strongly believe in.
Tokenism has been a huge topic of conversation in the last few years. As someone who is eager to promote the voice of marginalised groups, what are your thoughts around this?
Our aim is to nurture disabled talent, giving them the tools to grow and succeed in a very harsh industry. We won’t be releasing tunes that we don’t believe in, however, if a producer comes forward or a track is sent to us that we feel is worth investing some time in, we will support that producer to make that release happen. It’s not about releasing music because these people are disabled, it’s about giving disabled producers and artists the platform to showcase their talent. Disabilities come with a wide range of complexities, which means we will work with each person who wants to work with us in a way that suits them. Every person is different, every person with a disability is different. We will offer mentoring to our producers to help them to grow within their craft.
Any words for disabled artists and producers who might be reading this?
You can do it! Believe in yourself. Optivus will support you. Please get in touch if you want to connect or if you have music that you want to release. We are actively looking for disabled artists and producers to get involved. We are also looking for DJs who would be up for doing mixes for our socials or Mixcloud. If this is you, get in touch or send this article to someone you think might be interested.
And finally, yes, we are disabled, but we are not defined by our disabilities. Optivus is our chance to rise together. One voice is quiet but together, we will be heard!
Steam/Buy Miss Medik ‘Just a Thought’
Follow: Optivus Music | Instagram | Tik Tok
