Label Lounge: Love to be... from local dancefloor to global house powerhouse
- Undrtone Blog
- Jul 4
- 3 min read
If you raved in the 90s, you’ll know the name.
Love to be... began its journey back in 1994 at the legendary Music Factory in Sheffield. A full-tilt house night with serious pedigree, it quickly became one of the UK’s most iconic club brands. The energy was raw, the lineups heavy, and the crowd lived for every moment.
Fast forward 30 years, and Love to be... is no longer just a party. It’s a record label, a global events brand, and a trusted tastemaker with a worldwide radio show broadcasting across 100 stations.
So what’s kept the brand alive all this time? According to co-founders Tony Walker and Marc Dennis, it comes down to consistency and evolution.
“We’ve stayed true to our roots while moving with the times,” they explain. “That original Love to be... sound still hits – and you can feel it across generations on the dancefloor.”
Why start a label?
Love to be Recordings launched to give the brand a new way to connect with producers, DJs and clubbers alike.
“We wanted to reach a wider audience and put the Love to be... stamp on our releases,” they say. “It’s another outlet to show what we’re about.”
The sound? House, always – but with serious range. From soulful grooves to peak-time bangers, the label reflects the same approach they bring to their DJ sets.
“We’ve never boxed ourselves in. As DJs, we play right across the house spectrum, and that’s how we A&R too. It’s always about the vibe, not the sub-genre.”
The Todd Terry link-up
One of the label’s biggest moments came earlier this year with Fire in the House – a collaboration between Trimtone (Tony and Marc’s own production alias) and house music heavyweight Todd Terry.
“It was a real pinch-me moment,” they admit. “Todd played for Love to be... back in the early days and we’ve shared DJ booths with him plenty of times, but making a track together? That was next level.”
It’s a release that speaks to the label’s mission to bridge the past and future of house music.
“Guys like Todd connect with the OG crowd, but they’re still relevant today. That’s the kind of crossover that just makes sense for us.”
A&R and community
The label’s busy release schedule is fed by a constant flow of music – from demos, promos, and their own events.
“We get sent loads of tracks for our radio show and gigs,” they explain. “When something connects, we look deeper and see if the artist is someone we can get behind.”
They also work closely with DJs on their lineups, building a tight link between the label and the event side.
“It’s about building a full ecosystem. The label reflects the events, the events push the music, and the radio show ties it all together.”
It’s clear that Love to be... still runs on a deep love for house culture – and a sharp instinct for what works in the club.
“Whether it’s a new name or a headline act, if it bangs, we’re interested.”
Taking it global
Love to be... events have gone worldwide. From Ibiza to New York and everywhere in between, they’re still packing out rooms with that same original energy.
“In the 90s, we had weekly events, so the momentum was constant,” they explain. “Now it’s all about quality over quantity – fewer shows, but on a much bigger scale.”
And 2024’s looking stacked. There’s 528 Ibiza on July 12, Summerlub NYC on August 3, Back at the Yard in Manchester on August 9, and the flagship Love to be... Festival on The Stray in Harrogate on September 6 – with Armand Van Helden and 30 more acts.
They’re also locking in an ADE takeover, a Sheffield club night on October 4, and plans for a UK winter festival.
What’s next for Love to be...?
August brings a milestone: Love to be Recordings’ 100th release, courtesy of Kone & Pelaccios. It’ll be followed by new tracks from Cricco Castelli, Adelphi Music Factory and a fresh Todd Terry collab.
All signs point to more expansion – but with the same grounded approach that’s served them since day one.
“We’ve always come at this from a musical angle,” they say. “We’re curators, tastemakers, community builders – all of it. That’s what you’ve got to be now.”
Still doing it for the dancers
Three decades on, Love to be... hasn’t lost its edge. It’s not riding trends – it’s building something lasting. A platform that supports new talent, celebrates legends, and keeps club culture alive.
Whether you first found them in a sweaty Sheffield basement or through a fresh new release in your inbox, one thing’s certain – Love to be... is still here for the house heads. And they’re only just warming up.
Love to be...
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