Moby - the multi-platinum producer, singer and songwriter - has launched his latest project, label always centered at night.
The imprint will not be going for the largest number of digital streams, either. always centered at night claims to be a 'new kind of record label' in which it ignores what Moby calls the "current, fear-driven, algorithmic-based culture.”
Accompanying the label's launch is its first release, 'medusa', where Moby collaborates with producer Aynzil Jones to portray the intention of providing a space for creatives in which they can truly express themselves.
Read this next: 10 iconic Moby moments
“There’s so much fear out there," says Moby. "I talk to my friends who are creatives and it breaks my heart because they don’t trust themselves anymore. It seems like the only criteria is: “Can I sell this to a corporation? Will a corporation pay me to make it? Will I get enough ‘shares’ and ‘likes’?”. What happened to the idea that art and culture should be a contemptuous refuge from the mainstream, as opposed to this lickspittle, running dog accommodation to the mainstream?
"And so what I have to say to artists I want to work with is: ‘Look. We’re trying to make something unique, and idiosyncratic, and personal and the music and lyrics don’t need to explain themselves. They can be obscure, they can be whatever you want them to be.’”
“I love the idea of building a record label that creates music that’s not for everyone," he continues. "I’d rather make and put out music that is special to ten people, than ubiquitous to millions. Life is ridiculously short and random, you might as well do something interesting with your time here."
Read this next: A Moby Doc clip featuring David Bowie has dropped
always centered at night has been dubbed a virtual record label, where releases are solely digital, however Moby has not ruled out releasing physical copies "at some point". Nonetheless, he emphasises that the purpose of the imprint is to find a small group of passionate listeners, who find the music by "really discovering it".
always centered at night's first release, 'medusa', is available now. Check it out here.
Niamh Ingram is Mixmag's Weekend Editor, follow her on Twitter