SETO 'Play Me': Albert Harvey's New Tech House Label and Project

Albert Harvey has spent two decades in dance music's engine room — writing, producing, and co-creating for some of the biggest names in the game. Now he's stepping out from behind the credits with SETO, a new artist project and a debut single called 'Play Me', launched simultaneously with his own label Nu Dutch Attitude. The move is deliberate, and the context makes it worth paying attention to.

Who Albert Harvey Is — and Why SETO Is Different

The production credit list attached to Harvey's name is long and varied: David Guetta, Pitbull, J Balvin, Akon, Steve Aoki, Black Coffee, Iggy Azalea. That catalogue has fed into some of the biggest platforms in dance and pop music — European studios, Los Angeles sessions, records that have run on mainstream radio and festival mainstages alike. Knowing how those rooms operate gives Harvey a particular kind of fluency, but it also gives him something to move away from.

SETO is where Harvey sets his own agenda. The name is intentional — a clean break from a career built largely in service of other people's visions. The project is rooted in his own background: raised between the Dutch countryside and The Hague, with Surinamese and Indonesian musical heritage running alongside his early obsession with rap and street-level sound. That combination has been filtered over the years into club-focused production, and 'Play Me' is where it lands officially for the first time.

'Play Me' — The Debut Track Broken Down

The track is built to work in two registers: festival mainstage and late-night club room. That dual ambition is not always easy to pull off — music that tries to serve both can end up serving neither — but 'Play Me' navigates it through a driving groove and a hook that is instantly recognisable without leaning on the obvious pressure points of radio-friendly house.

Early DJ support came in ahead of release from Martin Garrix, Don Diablo, Lucas & Steve, Nicky Romero, and MOGUAI, among others. That kind of pre-release traction — from producers who have no reason to pick up a track unless it actually works in context — suggests the record has a genuine floor case behind the press release. The Spotify page for SETO and the official website are live now with the full release.

Nu Dutch Attitude and What the Label Stands For

Nu Dutch Attitude (NDA) is the infrastructure Harvey has built around SETO. The name is a statement, deliberately invoking the independent, contrarian spirit that has long defined Dutch electronic music — a scene that has produced some of dance music's most technically rigorous and commercially successful artists while maintaining a stubbornly self-determined approach to how that music gets made and released.

Harvey's framing of NDA positions it as a community-first imprint: not a vehicle for a single aesthetic, but a platform for like-minded producers who want to work without the constraints of a major or mid-sized label system. The Showtek parallel is relevant here — the Dutch duo launched their own label F_CK THE SYSTEM with a similar ethos of reclaiming creative autonomy after years operating inside the industry infrastructure. For Harvey, NDA follows a comparable logic: use the knowledge gained from working at scale to build something smaller and more accountable.

The tech-house lean of the debut gives the label a clear starting position without closing it off. If the subsequent releases follow the same principle — tracks built for floors, with a production quality informed by years of major-label sessions — NDA could quickly develop a distinctive identity.

The Dutch Scene in 2026

Dutch electronic music is in an interesting moment. The country that gave the world Tiësto, Hardwell, and a generation of peak EDM producers is now producing artists who are just as interested in underground credibility as in mainstream reach. Artists operating under the tech house banner in the Netherlands have increasingly looked to Berlin, London, and Barcelona for reference points while building on the structural advantages — studio culture, booking infrastructure, industry connection — that come from being Dutch in European dance music.

SETO does not arrive in a vacuum. It arrives as part of a broader recalibration, one in which producers with heavyweight backgrounds are choosing to build their own creative frameworks rather than continuing to feed into systems that were never designed to foreground them. Whether Nu Dutch Attitude becomes a label that defines a sound or remains a productive platform for one artist's self-expression, the opening statement is clear: Harvey knows exactly what he is doing, and 'Play Me' is where that clarity becomes audible.