Sister label of EMI Records' highly successful dance music imprint Positiva Records, both of which are overseen by Kevin Robinson, a former EMI sales representative who has helped to develop both labels. Additive specialises in more grass roots trance releases, whereas Positiva represents the more commercial end of the dance and house spectrum (epitomised by the Vengaboys). Additive anticipated the rise of trance as a dominant force in late 90s dance music, signing rising stars of the scene such as Germany's Taucher and the UK's Lange. Additive releases are popular with high-profile DJs, such as Judge Jules and Paul Oakenfold.
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