A strategic rebrand built to modernize identity, scale globally, and unlock new opportunities.
services
Artist Development, Rollout Strategy
client
NOT AGN
year
2025
NOT AGN is a strategic rebrand focused on redefining market positioning and long-term scalability. To achieve this, we rebuilt his identity from the ground up—aligning sound, visuals, and messaging into a unified brand optimized for labels, festivals, and global audiences.
Overview
NOT AGN is a techno and electronic artist formerly known as DJ Diddy, with an established audience and millions of accumulated streams. While the project already had traction, the brand identity no longer reflected the sound, direction, or long-term vision of the artist.
DMT Records led a full rebrand to transition the project into NOT AGN — a modern, refined electronic brand built for global scalability in the dance and festival market.
A strong brand doesn’t just look different. It creates different opportunities.
The Challenge
The original name created market confusion and limited scalability.
Visual identity lacked consistency across platforms.
The sound had evolved into modern techno, while the branding had not.
The goal was to preserve momentum while rebuilding the brand for international growth.
Strategy
DMT Records executed a structured rebrand focused on:
Renaming and redefining the project as NOT AGN
Creating a cohesive visual and press identity
Transitioning existing listeners to the new brand
Repositioning releases for techno, labels, and festival audiences
Building a scalable foundation for future growth
Results
The transition to NOT AGN was completed without losing traction.
The project now operates under a clear and modern techno identity.
Positioning improved for label pitching, press coverage, and bookings.
Key Takeaway
Rebranding is strategic, not cosmetic.
By aligning sound, identity, and market positioning, NOT AGN evolved from a legacy project into a future-focused electronic brand built for long-term growth.
