THE
TZAR MUSIC previously ECHOPULSE PRODUCTIONS was officially registered in 2006.
Echopulse Productions, Founded by two high school friends namely, Gauta Lenake
and DJ Mixxy; the company was later renamed The Tzar Music in 2008 after the
latter decided to part ways with the label. The new name was inspired by the
former Russian rulers of the 16th century known as “The Tsars”; Managing Director, Gauta Lenake explains: “I was young and hungry and I needed a new
direction and a name that would “shock” people and ask me what it means. I
wanted to be original from the music, concepts, etc; I just wanted to do things
my way!” The Tzar Music started trading in October
2008 as a recording studio for aspiring local artists and eventually became a
registered trademark and launched as a label in 2009.
Mindworx
EP by Smug was the label’s first digital release followed by a Hip Hop EP
(Unfinished Business) which featured various artists. However these projects
were unsuccessful. Label Head Gauta Lenake decided to research and
learn more about the music industry and as result The Tzar Music didn’t release
any music for the next 18 months. The Tzar Music resurfaced in late 2011 when their
song Reason by Masello was featured on (South Africa’s Music Sampler) compiled
by AIRCO released for MIDEM in Cannes, France. In 2012, the label launched a
subsidiary label Sonic Noyz Productions on AfrodesiaMP3 and immediately made an
impact after the release of successful EP’s which were well received by house
music fanatics worldwide.
