“Club First, Algorithm Later”: Toolroom COO Reveals A&R Strategy Behind Beatport’s Top-Selling Label

Some might call it swimming against the current. Toolroom Records, however, would call it knowing what actually makes us all dance.

In a digital age where streaming all too often dominates the conversation, Mark Knight's storied record label has defiantly proven that culture still matters most. The independent electronic music powerhouse recently claimed Beatport's prestigious "Best Selling Label of the Year" award for the second consecutive year, reinforcing its position as a juggernaut in the DJing ecosystem.

With Beatport's massive footprint of 36 million users and nearly half a million DJ customers, the achievement represents the true verdict of the global dancefloor. The platform's sales-based metrics offer an unfiltered glimpse into what's actually moving bodies in clubs worldwide.

There's a sad "stream or die" mentality in 2025, and it can corrode the mentalities of even the most talented artists. But Toolroom COO Miles Shackleton knows that true longevity in dance music is measured on dancefloor impact, not data dashboards.

Two decades since launching, the label continues to demonstrate remarkable adaptability in an industry that transforms as quickly as a TikTok DJ's dignity. As they focus on mashing genres into new microgenres no one asked for, Shackleton has stayed hyper-aware of dancefloor trends through superior A&R instincts and marketing savvy.

We caught up with him to highlight the secret sauce behind Toolroom's industry-leading A&R and marketing strategies. Read on to discover Shackleton's insights in his own words.

1. Our A&R strategy: sign with your ears, not for the algorithm

After lockdown, we took a long look in the mirror. The world had changed, and so had the dance music industry. It was time to realign with the reason Toolroom existed in the first place: to move people, both physically and emotionally, on the dancefloor. 

That meant cutting the noise, tuning back into the clubs, focusing on signing music that truly works in the room. We called it “signing with our ears, not for the algorithm.” We focused on music that carried cultural weight, music that DJs would reach for instinctively.

That shift in thinking led directly to our biggest Beatport success stories of the past two years. Essel’s "Lennon," which emerged from Toolroom Academy, became a clubland essential long before it cracked streaming platforms. And this year, "Dance to the Music" by Tony Romera and Low Steppa followed the same arc: club first, algorithm later.

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2. Marketing that embeds the record in the culture

In 2025, you don’t promote a record—you embed it. That means ditching the one-size-fits-all marketing assets and starting with what matters: real club energy, captured and shared by real people.

We’ve rebuilt our marketing playbook around user-generated content, authentic DJ reactions and moments that show our music in its natural habitat: the club. Instead of crafting a polished visual identity in isolation, we seed the records into the scene and let the buzz grow organically. From dancefloor clips in Tulum to iPhone footage from London basements, we work to capture and circulate the moments when a Toolroom track lands. That’s the marketing strategy: insert the record into the culture and let it breathe.

We’ve also gone harder on DJ and tastemaker promo than ever before. We’re obsessive about where our tracks are landing and who’s playing them. It’s not about hype; it’s about creating records that DJs want in their sets. That’s the real win.

3. Long-term artist development is the backbone

Our core artist roster isn’t just a roster—it’s a squad. Essel, Crusy, Martin Ikin, Tony Romera, Cassim… these are artists we’ve grown with, believed in and invested in over the long haul.

Their individual sounds and stories may differ, but what unites them is trust. They trust us to amplify their vision, and we trust them to represent the Toolroom ethos on the world stage. We don’t dip in and out of trends. We build careers. And that long-term view pays off: every chart-topper and Beatport #1 we’ve had is part of a bigger arc. 

These aren’t flash-in-the-pan moments; they’re the result of consistent work and mutual belief between label and artist. This level of trust creates freedom—freedom to experiment, evolve and try new ideas. It’s why we’re proud to say some of our biggest hits have come from artists who’ve been with us for years. They’re not just part of our label. They are the label.

4. Serving the DJs—and the producers

We’ve always had a deep respect for the DJs and producers who make this culture move. That’s why we spend so much time listening, engaging and responding to their needs. Whether it’s through Toolroom Academy, direct A&R sessions or global conferences, we’re constantly in conversation with our audience—not just broadcasting to them.

We know a big part of our fanbase are creators themselves. They’re not just passively listening; they’re playing in clubs, producing their own tracks, and looking for their own breakthroughs. We want to support that journey. That’s why we’ve invested so heavily in education, mentorship and access. When we say “Toolroom Family,” we mean it.

This direct relationship with DJs and producers is a huge part of why our records sell on Beatport. We're not just making music for the scene—we’re in it, and constantly learning from it. That dialogue keeps our catalogue sharp, relevant and useful for the people who need it most.

5. A team that lives and breathes the culture

Finally, none of this happens without the people behind the scenes. Our team has been together for years, many of them for over a decade. They’re not just great at what they do; they’re invested. They live it. They DJ, they produce, they tour, they teach and they bring that understanding into every release we put out.

There’s a deep sense of purpose in the Toolroom offices. We’re not chasing short-term wins; we’re building something lasting. Everyone here understands the mission: to serve club culture with authenticity, creativity and care. That energy radiates outward and artists feel it, fans feel it, and DJs see it in the way we show up.

Our Beatport success isn’t just about the music. It’s about the people. A tight, dedicated crew working together over years to support artists, honor the scene and push this culture forward. That’s the real reason we’re #1.

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