1988: Cornel Hillmann and Carl Erling found the indepentent label Gymnastic Records (EFA Medien Distribution). The company is in the tradition of the (at this time new) Industrial-Electronic wave, but also of the Wave Rock.
1996: A year of great changes: Foundation of the new label Chrom Records GmbH by Carl Erling. Gymnastic Records closes down. Newer productions from the German label branch and the complete German crew change to Chrom Records.
1999: Co-operation with COLUMBIA/Sony Music and the release of a new Deine Lakaien albums is just one of the highlights of this year.
2000: Turn of the millennium. The clocks do not stop, computers and keyboards work normally so the technical End of the World is postponed officially. Deine Lakaien reach new peaks.
2001: We move to Berlin. Chrom Records appears at the MIDEM in Cannes for the first time.
2002: A new distributor: INDIGO MUSIC. - The former distributor, EFA, closes down, one of the first big victims of the rapidly changing market (“digital revolution”).
The times are difficult for record labels, this is the “perfect storm”:
The darkwave trend is at its peak. Good. But this means that some bands now have utopic demands for budgets, marketing and royalties, although the market has already started declining. This makes it harder to sign new talents. Also promotion costs explode as there are more and more media.
Pirating songs is the new trend. Often, songs are leaked online even before they are are in the stores. Copy protection cannot stop this.
The market for records is also weakening because of the dawn of DVD-movie sales. The retail stores have less and less display space for CDs.
Online shops and legal download platforms are not fully accepted by the audience at that time and cannot (yet!) replace the fading CD sales.
The new business plan for this time of changes is the strengthening of the already existing back-catalogue and the investment in the Chrom webshop. New signings are postponed.
2005: Label owner Carl Erling’s work for the new design studio takes up to many resources. As a consequence, the label stops artist development and concentrates on the back-catalogue and fan item sales.