What began as an event concept has now evolved into its very own label, all thanks to Lane 8.
This Never Happened originated from the German-based artist's desire to eliminate jarring digital experience from live shows - essentially, calling for all smartphones and social media to be put away for one night to do nothing but enjoy the music and the moment in person.
Lane 8 first introduced his This Never Happened event concept in San Francisco at the top of this month and is now launching off his own label under the same name.
The debut of his This Never Happened label arrives with a worthy first track called 'Fingerprint', which is now available. The announcement has also arrived with a new summer edition of the producer's mix series, which you can hear here.
Valerie Lee is Mixmag's US Digital Editor. Follow her on Twitter here