Universal Music Group Launches RE:VERSAL, Electronic Music Initiative
The brand is set to be a home for dance music icons, along with rare and often undiscovered gems.
Universal Music has just announced the launch of RE:VERSAL, a new electronic music initiative. Describing the endeavor as the “first dance and electronic label of its kind,” founder Felix Lindsell says that RE:VERSAL “brings together classics, gems and rare music from the world’s largest music archive, featuring some of the most influential labels in history.” The goal of the imprint is to combine labels, artists, and genres under one umbrella, be it the downtempo trip hop stylings of Kruder and Dorfmeister or the garage-tinged house of Masters At Work.
RE:VERSAL’s first release will arrive this October, and feature tracks from artists like Soul II Soul, The Orb, Alex Reece, and The Future Sound of London. Titled REV001, the collection will debut on a strictly-limited one-time pressing on 12” 180g heavyweight vinyl. A second release, REV002, is expected before the end of 2025.
Order the first release from RE:VERSAL now.
Beyond the records, there will also be some other special treats for electronic music fans before the end of the year. Lindsell describes RE:VERSAL as “a unique cultural platform featuring DJ interviews, events, radio shows, rare archive content and artist collaborations in the dance and electronic music space.” As such, fans can expect events and pop ups in the coming months. Fans can also expect playlists, DJ mixes, and collaborations with other influential electronic musicians. Right now, RE:VERSAL is running a competition to win special vinyl releases from across Universal’s archive of releases.
For Lindsell, this project is something that has been working toward for a long time. First becoming involved with electronic and dance music as a teenager as a collector and crate-digger, Lindsell worked as a music journalist in the United Kingdom and the Netherlands before eventually working with record stores and music distributors. Aside from RE:VERSAL, Lindsell also co-runs the label and clothing company Dr. Banana, which in 2025 has performed in countries including the United Kingdom, Croatia, Spain, and Albania.
