Its artists do not conform to the usual perception of "Electronic music, World, New Age Music, Instrumental or Chillout Music". They don't fit easily into any one 'box'.
The musical territory in which AD Music operates was described by the company in its early days as "electronic, experimental and esoteric", indicating just how difficult it was, (and still is!), to pigeonhole. It invented the term 'Evolutionary Ambient', which, while still vague, better represented what the label offered.
Much of, although not all the catalogue at the time, followed in the tradition of European Electronic Music, building on, rather than emulating the styles typified by such exponents as Tangerine Dream, Vangelis, Kitaro and Jean Michael Jarre.
However, it also presented new music that crossed over into other musical territories, i.e. ambient, trance, electro/gothic, synth rock. Early examples of these are the Wright/Fox ambient band Code Indigo and Chicago based band Witchcraft.
Over the years AD Music has continued to define its own vision of electronic music, building a solid underground reputation with numerous high quality, critically acclaimed albums. The talented roster of artists grew to include Israel based Raviv Gazit, Romanian Catalin Marin and UK based Robert de Fresnes. More recent additions are Callisto, (David Wright & Dave Massey), Ashok Prema, Enterphase and Richard Bone.
A strong web presence (AD Music was one of the first UK labels to have a web site!), licensing and Publishing through Notting Hill Music, strong promotion in the USA, Italy and Holland plus a series of prestigious concerts in the UK and Germany by key artists, helped considerably to raise the labels profile.
During the early 2000's AD Music continued to evolve and redefine its musical style, releasing increasingly mature albums that also explored more commercial areas, such as trance, dance and chill-out.
However, despite the cleverly nurtured perception of being a much larger label, AD Music remains an artist run indie label with a passionate belief in the ethos of high quality instrumental music with substance and soul, and in its family of artists.
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