Eitan Reiter is a seasoned musician renowned for his sonic explorations. Recently, he embarked on an exciting journey with the launch of his new label, Impulse. With a versatile skill set and endorsements from industry icons, Reiter has left his mark across various genres, releasing tracks on esteemed labels such as Minus, City Slang, Mule Musiq, and Get Physical. His musical endeavors extend beyond the studio, with contributions to film, commercials, and notable remixes, including a remix of The Doors’ “The End.” Notably, his music video for “Fade Away” clinched the title of “Best Music Video” at the NYC Independent Film Festival. Reiter’s compositions have found homes in both mainstream and independent films, alongside his work on commercials and diverse electronic and acoustic projects. In a revealing interview, Reiter shares insights into the origins of the new label, the creative process behind the debut release, and his vision for the label’s future.

WWD: What were the reasons for starting your new label, and how do you see the future of this platform?

It’s something that has been cooking internally for many years. I want a place to bring my vision of release orders and such to tell a long story and create my musical odyssey.

WWD: Can you tell us about the inspiration behind your debut release with Impulse? What led you to create this collection of tracks?

I was lucky enough to have a lot of unreleased tracks that I have been playing for a while, and this release is just the first chapter. I aimed to debut with an EP that leans more towards a solo direction, considering this is the first release. Usually, I love collaborations, but here (3 out of 4) are solo stuff. It is also an ep that combines a few of my sides, from electro to techno to 90s Goa trance.

WWD: The description of your debut release mentions a blend of nostalgic nineties aesthetics with a contemporary twist. How did you strike this balance, and what obstacles did you encounter while striving to achieve this balance?

The nineties aesthetics have been in my music forever. I always look for a fresh, futuristic approach as this is a part of the nature of electronic music, but I also love the roots and the things I grew up on. The minimalism of the 90s and the lack of options and tools appeal to me, as the limitations are a great path to creativity.

WWD: Could you walk us through your creative process behind the tracks, particularly how you integrated nostalgic nineties aesthetics with a contemporary twist to create a unique sound?

Most of my stuff comes from recordings in the studio where I use vintage synths (like the MS10 in Distance or the SH 101 bass in 1994,) and the same goes for the effects. I often incorporate 909 Kicks and other vintage drum machines into my productions because I appreciate their distinctive character. Despite aiming for a futuristic sound, I like these classic, aged sounds. Usually, I start by crafting a groove and then improvising over it. However, if I stumble upon a synth sound entirely new to my ears, igniting my imagination, there’s no doubt that it becomes the starting point for a track.

WWD: Listening to your entire release undoubtedly offers valuable insight into your personal space. How would you describe your artistic identity, and what do you hope listeners take away from experiencing your music?

That’s a difficult question! I like my DJ sets, and I love having parties. Still, my musical creation is usually part of a search for my sound. I invite the listeners of Impulse to join me on my journey. The plans are currently unknown. The sound will answer all the questions!

WWD: What are some of the key themes or emotions you aimed to convey through this release, and what were the challenges you encountered during the production process of this release?

In this specific one, I went for a psychedelic mood. 1994 is the more uplifting track, but the rest are deep, hypnotic, and even a bit uncomfortable and full of tension.

WWD: How has your artistic expression changed since you first started producing music?

I started more than twenty years ago. I was motivated only by passion with zero knowledge. I learned so much over the years. My aim these days is to forget again.

WWD: In what ways do you think your music reflects or responds to the current cultural and musical landscape of 2024?

Well, there is so much of everything these days, so much good music out there alongside things that I find less interesting. I want to bring my blend into the landscape. I want to bring timeless music. It means to be in line with my authentic self and not necessarily for 2024. That way, it will be special no matter what year you play it. Many of my tunes from 2005 are still playable because of this approach.

WWD: What’s your next move in music production, label repertoire, and life?

I’ve started to work on a distinctive project combining rock and electronica. As for life, I plan to do more sports, eat healthier, be there for my loved ones, spend less energy where I am not appreciated, and have a lot of free time on the beach.

You can now listen to ‘Eat You (2024 Mix),’ Impulse’s debut track from Eitan Reiter, exclusively on When We Dip. Enjoy!