RELOAD: "A multi-platform creative brand which creates cross-culture online"

Words by: Harriet Allen
Posted: 6/7/15 7:08
The purpose is to create a multi-platform creative brand which creates cross-culture online

RELOAD doesn’t call itself a label. It is a multi-platform arts collective that aims to put out music that exposes “the evolution of cross-culture”. They refuse to be divided by genres and instead go by a policy of hybridity - music that straddles scenes and brings together a diverse audience. Alongside releasing music, future ventures will include a clothing line amongst other things.

The purpose of RELOAD is to create a multi-platform creative brand which creates cross-culture online and offline content from music, video, clothing and editorial... Their first endeavor is a compilation, one of a series, by grime-garage-hip-hop DJ Amy Becker. This young mixer has earnt respect through her genre spanning sets and found herself with a 13 month residency on MistaJam’s Radio 1 extra show in 2012. Other appearances have included sets for Boiler Room, Rinse FM and NTS. This compilation will be stream only initially, before being put out as a download made available with the purchase of a limited run print zine.

Who is involved in RELOAD and what is the purpose of the organization? When did it start?
The purpose of RELOAD is to create a multi-platform creative brand which creates cross-culture online and offline content from music, video, clothing and editorial. RELOAD was born out of three creatives; Netti, Matilda and James from different corners of the music industry who felt disenfranchised with the current direction, and tired attitude of the music industry. We came together to create something entirely different, and going against the grain, we continue to do so on every passion project we work on.

This is going to be the first RELOAD compilation and you’ve chosen Amy Becker to front this one. What can you tell us about this artist and why she was selected?
Amy was selected because of her ability to be a flawless selector, we had absolute faith in her not only creating a playlist which would be completely unique, but also reflect our tastes as a group.

The reason for streaming only was a reflection of the inevitable future of the music industry...What kind of artists do you hope to showcase on your compilation series?
Just with the modern attitude to music in 2015; music fans are genre-less, they listen to Hip Hop one day, and Techno the next... we will reflect this by working with artists across genres, who we truly love.

This release is going to be stream only initially. What was the reason for this decision?
The reason for streaming only was a reflection of the inevitable future of the music industry, major labels are fighting a losing battle against sites like Spotify, Soundcloud etc… we wished to just bypass this and go straight for streaming, working with all the main players in the landscape a create a streaming only concept which is, to our knowledge, a world first.

Later there will be a download link given away in copies of a zine. What is this zine going to be about? Who has created it?
The Zine is a 100% collective project between us and the artists involved in the compilation, it has full colour, exclusive photos taken of all the artists involved in the project taken by different, talented photographers from across the globe along with of course, our very own talented creative director; Matilda Finn.

We wanted to create something that was truly unique and really give the artists involved something with personality...Why have you decided to make the downloads only accessible in this way?
We wanted the Zine to reflect the ‘physical format’, like a vinyl or CD would go alongside a digital download these days, however we wanted to create something that was truly unique and really give the artists involved something with personality.

Apparently there is going to be a clothing line coming soon from RELOAD. What can you tell us about it? Who will be the designer? What will the range consist of?
The clothing will be the next stage of RELOAD, all we can tell you now is that it will once again be a 100% collective project between us and exciting up and coming producers, musicians, artists who we are working with.

What can we expect from the compilation series in the future? And what other exciting projects are RELOAD artists working on?
We’re going to see where this concept takes us...

Stream // RELOAD presents Amy Becker TRX
Featuring exclusives from D Double E, Last Japan, Nightwave & Benton
Stream // RELOAD presents Amy Becker TRX // Featuring exclusives from D Double E Last Japan Nightwave Benton
lnk.to/AmyBecker

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