Thrive Music Launches HOUSE RULES, a Label for the Next Era of Club Culture
Thrive Music has announced the launch of its new imprint, HOUSE RULES, a label focused on shaping the next generation of electronic culture. The new division will debut on October 31 with BOLO THE DJ’s “Like A Cholo”, a high-impact club release that sets the tone for its creative direction. Future releases will include tracks from Lucas Bahr, Mareels, and others across global house and club scenes.
Defining a New Chapter for Club Culture
Created by the team behind Thrive Music’s most forward-leaning dance releases, HOUSE RULES aims to spotlight records built for real club environments. Its focus is on rhythm, attitude, and connection—music that bridges DJs and listeners through movement rather than formula. “It’s about feel, not format,” said the label team. “Great dance music doesn’t need to fit inside a formula. HOUSE RULES was built for artists who sit between the underground and the mainstream—records that hit hard in the club but still carry personality and cultural edge.”
The imprint will serve as a platform for producers who push the boundaries of modern house and club sounds. Its vision extends beyond any single city, reflecting a truly global influence from Los Angeles and São Paulo to London and Barcelona. By combining inventive sound design with accessible grooves, the label seeks to strengthen the connection between diverse dance communities.
A Visual Identity Rooted in the Underground
HOUSE RULES carries an aesthetic shaped by the raw, unpolished energy of nightlife. Its design language draws on rave flyers, street culture, and DIY club posters, blending nostalgia with modern edge. The intention is to represent the unfiltered character of dance music in both look and sound.
Thrive’s leadership describes the project as a home for artists whose work sits in the middle ground between underground credibility and wide appeal. The imprint is positioned to highlight authentic producers who value longevity, precision, and community-driven expression over trends.
Thrive’s Continuing Legacy
Since its founding in 1998, Thrive Music has played a major role in shaping electronic music’s evolution. The label has released work from artists such as Paul Oakenfold, Deep Dish, and Steve Aoki, along with scores for landmark films including Pi, Memento, and Irreversible. Thrive’s current roster includes ACRAZE, Wuki, Jerro, GUDFELLA, That Kid, and Neith, reflecting its ongoing commitment to supporting both emerging and established talent.
With HOUSE RULES, Thrive continues that legacy by focusing on music that embodies cultural relevance and lasting club impact.
