Disco Fries have spent years building a career across dance records, label work, radio support, and artist development. Nick Ditri and Danny Boselovic have earned Billboard #1 records, logged hundreds of millions of streams, and released through labels including Spinnin’, Armada, Atlantic, RCA, Musical Freedom, and Strictly Rhythm.
With Liftoff Recordings already serving high-energy club and festival-facing music, their new imprint Weightless gives them a separate home for chill, melodic, and atmospheric electronic music, created in partnership with longtime promotion executive George Hess.
That partnership gives Weightless a strong position from day one. Ditri and Boselovic bring the producer and label-owner perspective, while Hess brings decades of promotion experience across dance, pop, radio, and label strategy. His background spans Arista, Elite/ADM Marketing, Strictly Rhythm, and G5 Entertainment, with work tied to artists and campaigns across dance radio, club promotion, and major-label development. The label’s launch also arrives at a time when focus playlists, wellness listening, algorithmic discovery, and mood-led streaming habits are shaping how electronic music reaches new listeners.
In the interview below, Ditri, Boselovic, and Hess explain why Weightless needed its own lane, what separates chill electronic music with a clear identity from passive background music, and how playlist culture affects release pacing and artist development. They also discuss JONDAL BREEZE’s “Broken Dreams,” the label’s first release, which has entered rotation on SiriusXM Chill, and offer direct advice for producers sending demos.
For artists working in melodic electronic, chill house, ambient dance, and cinematic electronic music, Weightless is positioning itself as a focused home for music built around melody, restraint, atmosphere, and repeat listening.
Interview
What made this the right moment to launch Weightless, especially after spending so much of your career around higher-energy dance records?
Nick Ditri: We’ve always been big fans of the chill space and have been making this kind of music for years, mostly outside of the Disco Fries name. Some of it came out on Liftoff, although it never fully fit the main identity of that label. At a certain point, it felt like this deserved its own lane. Weightless gives us a way to be intentional about it and build a real home for the sound.
Chill electronic music can easily drift into background music. What gives a track enough identity to work as a proper release?
Danny Boselovic: Melody and sound selection are big ones for me. Because something is playing in the background does not mean the melody cannot reach your subconscious and stay with you as you go about your day. Some of my favorite music in this space is highly melodic, and regardless of style, a strong song will always win. At the same time, production plays a huge role in creating the atmosphere and feeling we are looking for as a label. Skilled producers know how to explore sounds that evolve throughout a track and keep it engaging from start to finish.
The first Weightless release, JONDAL BREEZE’s “Broken Dreams,” landed in rotation on SiriusXM Chill. What made that track feel like the right first statement?
George Hess: This is a format that I personally enjoy while driving, working, or relaxing. When JONDAL BREEZE sent this over, I listened to it five times in a row. It contained every element of the chill genre that I appreciate. There is no guarantee of airplay, although I strongly believed this track was a perfect fit for the sound and context of that channel.
What made this the right moment to launch Weightless, especially after spending so much of your career around higher-energy dance records?
George Hess: I have spent a large part of my life working in dance music, and I love it. I still stay very active by listening to the radio, going out, and researching trends. I have wanted to launch a chill-focused label for a while, as I am a dedicated listener of the genre, although I knew that to be most effective, I could not do it alone. When I spoke to Nick and Danny about the concept, I knew it would work. We are friends and associates who each bring a specific role to the table, and this is a passion project for all three of us. The data also supports that this format and vibe are currently winning.
Playlist culture has become a major discovery path for mood-based electronic music. How does that affect the way you think about singles, release pacing, and artist development?
Danny Boselovic: There is a lot of talent in this space, and outside of a few bigger names, many artists still fly under the radar because so much of the listening is passive. People often go to these playlists for a vibe, rather than to seek out specific artists. We want to acknowledge that by staying very consistent with the label’s sonic identity, while also finding ways to present the people behind the music and build a real community around it.
For producers reading this who want to send music to the label, what should they know before submitting a demo?
Nick Ditri: Well, if they read this article and listened to our first Weightless single from JONDAL BREEZE, then they know the vibe. All they have to do is send an email to weightlesshq@gmail.com.
Will Vance is a professional music producer who has been involved in the industry for the better part of a decade and has been the managing editor at Magnetic Magazine since mid-2022. In that time period, he has published thousands of articles on music production, industry think pieces and educational articles about the music industry. Over the last decade as a professional music producer, Will Vance has also ran multiple successful and highly respected record labels in the industry, including Where The Heart Is Records as well as having launched a new label with a focus on community through Magnetic Magazine. When not running these labels or producing his own music, Vance is likely writing for other top industry sites like Waves or the Hyperbits Masterclass or working on his upcoming book on mindfulness in music production. On the rare chance he's not thinking about music production, he's probably running a game of Dungeons and Dragons with his friends which he has been the dungeon master for for many years.
