The SirChillicious Project

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Genesis

It was in August 2012 that I’ve decided to take things into my own hand and reveal some of the hidden gems of music.

Scrolling through my SoundCloud feed every night after school I was gobsmacked by the sheer amount of brilliant new music that was waiting to be discovered. Only to see that many small bands and producers never were. What started as another side project that I thought I might abandon after a couple of months turned into a story that would last for years.

Concept

Between 2009 and 2012 a new form of music discovery platforms emerged – in the shape of YouTube channels, dedicated to certain vibes.

With brands like UKF, Liquicity, MrSuicideSheep and Majestic a whole wave of music promotion channels popped up on YouTube left, right and center. When I was brainstorming about how I could promote the music I was discovering, I decided to hop on board and start my own channel on YouTube.

Looking for name I quickly came up with the word-creation “chillicious”, a combination of “chill” and “delicious” (chill music that is “delicious” to your ears, see “earcandy”). Regarding branding I had no previous experience and was rather overwhelmed with the process so I had a look at the wave of new music channels that were formed around that time and ended up with “SirChillicious” as an alias I would use to upload the music I found. A rather unspectacular process.

One thing most channels had in common: a certain direction or genre they were dedicated to. What I knew is that I wanted to create a space for the more chill side of music but I was never able to stipulate one genre only. While this definitely caused some confusion for the listeners, especially in the early years, I kept the concept and played the long-game.

Things I’ve learned along the way

One of the greatest things about this project is that it showed me that “anything” is possible if you are dedicated enough. I had absolutely no experience and didn’t even know anyone in the music industry when I started. Launching any type of project requires a certain amount of self-organization, vision and perseverance. Being your own boss is fantastic because you can literally do what you want, but without a plan or idea where you want to head you can quickly lose your head.

Miscellaneous project statistics

  • Over 30.000 subscribers on YouTube since mid 2016
  • Top 5 geographies: USA, Germany, UK, France, Canada
  • Reviewing up to 10.000 songs a year

Tune in and check out the latest uploads

Partner labels & brands I work and worked with

I collaborate with some of the finest & most innovative labels and agencies in the scene to push a steady flow of new releases. In the meantime many of them are considered as family.

“It's rare to find such passion and enthusiasm in the music industry in today's market. Christoph has been nothing short of amazing in supporting artists and their music and it has been a pleasure working with him and our releases.“

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Oliver Edgecombe Co-Founder of Pegdoll Recordings

“He has been pivotal in pushing cutting edge underground music and has greatly helped raise Slime's profile across Europe and beyond. We always consider him a primary component of our promotional schedules and previous partnerships for premieres have greatly raised awareness of our artists' music. There are few platforms that care as deeply about promoting new music as much as his.“

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Andy Dennis Founder of Slime Recordings

“We've been working with him since 2013 and the experience has always been passionate, professional and driven by the love of music. The project's steady growth has been the result of relentless cyber-crate-digging and a continuous sense of style; something we admire. If our label releases something chill, he is sure to be the first place for us to promote it.“

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Aryan Ashoori Founder of Outtallectuals

“I wouldn't even exist on YouTube if it wasn't for Christoph. When I asked him for suggestions as to which labels I should send my EP to, he invited me to a group chat with some A&R people. Only one I know who'd do something like that is him.“

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William French Music Producer

“Christoph has always been a great support to me as a producer. Not only he granted me promotion, but also made me link up with some amazing people who then grew up to be close to a new family. He made me believe in the human perspective of the internet era again.“

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eXcess Music Producer

“Christoph has worked hard to expose our music to a multitude of dedicated fans, helping us to grow organically over time. He is a staple in our promotional efforts.“

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Jon Maynard Founder of City By Night Records

“Christoph has done me no end of favors from promoting my music to giving me feedback on tracks; very good ears for quality.“

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Mexpha Music Producer

“Christoph's project has been one of our favorite sources for finding new music. Having our own music featured has been perfect for getting our tunes to the right audience.“

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Vybloom Music Duo

“Christoph has greatly aided my musical career with his undying appreciation and exposure of my works. I have to thank him for a great handful of fans and listeners alike!“

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Qelaion Music Producer

“My go to destination for when I'm feeling lazy and just want to enjoy the more chilled sounds life has to offer.“

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Kyle Marno Founder of Soundspace

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