When we started in 2008, it was often said that we were a so-called “wonky label”. We disproved this description relatively quickly with a broader notion of “Bedroom Beats” and our own definition of House Music. This mixture, however, tempted local journalists to put the label “The new sound of Vienna” on us. We thankfully refused, because the whole philosophy of label operator Jamal was never based on a local color.
It took a few more releases – from introverted experimental electronica to pulsating gqom waves – until the label idea could be better classified here and there. We worked constantly on a pluralistic Leftfield concept and also excursions into poppy RnB territory took place in the meantime. And now we are finally on the best way to become a Metal label. Affine comes from affinity. Stay tuned.