1. Where are you based?

Lawrence McGuire: I’ve lived and studied in The Hague for a couple of years. Although my base is definitely Brussels and that I would like to go back more often, I think The Hague is really awesome!

Victor Gybels: I am currently based in Brussels, Belgium. 

2. Can you describe your label mix?

V: It’s a selection of music we have released since starting the label 3 years ago. Honestly, I had a little proud dad moment while putting it together.

3. What inspired you to start a label?

V: Lawrence and I were quarantined together when the COVID crisis occurred. This 'free' time had us playing a lot of music together. We were doing a lot of livecoding stuff back then and we wanted to release a compilation with livecoders on it, exclusively. Afterwards, we realized we wanted to expand this to all kinds of music we liked and that's how i.u was born, I guess.

L: Well, I don't think we really had the intention to start a label per se when we did our first release in 2020, it was more of a collaboration between us two. We were organizing and participating quite a lot in live coding events back then and thought to expand this scene and music a bit into the fixed media side. Although we quickly veered off into a more personal approach to curation, which turned out to really work out. 

My main inspiration to start i.u was actually because of my friendship with Victor (and obviously our shared musical preferences)it just seemed right to do it and voila. During covid I stayed at his place for half a year and this was a perfect moment to start this collaborative effort imo.

4. Does your label have a sound or a mission?

L: I think it's an ongoing experimentation in questioning the 'serious' in modern day music. All releases share this sense of playful and funny-esque critique on the current austere approaches to music. I think the 'Tales Of' series succeeds quite well in this aspect + I'd say irony in music is incredibly important, but can also be poorly executed and this is something I would say we pay extra attention to in our communication towards the artists and during the curatorial process.

V:  For me it’s about making or releasing fun stuff, I think. With i.u, there's an obvious fixation on experimentation and 'out-of-the-box thinking' (I felt dirty writing that). But in the end, it's music, and it should be fun, right? 

I do believe, with the music we're releasing, that the process is more important than the result. I like it when I'm listening to a song and I'm trying to think of possible ways someone made this one particular crazy ass sound. I think that's more important than how much potential the song has to be a 'banger' after its conception. Not saying I don't like club/pop music, though. I thrive on that stuff and couldn't live without it.

5. Tell us about your scene(s)

L: As I mentioned I'm split between The Hague and Brussels as of now. The Hague is great, I think there is something for everyone in terms of music. From education to events, an interest in sound culture is very present. There is some history with regards to experimental electronic music and there's definitely some very good things happening especially the Default concert series (organized by Cis De Gendt). 

V: Belgium is very rich and diverse with its music scenes. I feel that compared to other (perhaps bigger) countries we still have a huge amount of spaces to express ourselves as musicians or creatives. A lot of the opportunities that presented themselves in my life came to be purely because of the people I've met along the way. I’ve organized quite a few parties when I was younger (and now still but it’s harder to find time for it) and that was an important part of my artistic development as well. Despite an ever-growing right wing political mentality I still feel that in Brussels you're able to express yourself as a creative person without having to worry too much about the profitability of your project. I think there's a lot of richness in that.

6. What's your A&R process?

V: It happens mostly virtually. For now, our budget is very limited and the label is more of an 'internet thang'. Mostly, musicians send us their stuff by e-mail and we do the mastering in house. We have been exploring physical releases with our 'Tales of' compilation but as said, it's still all very explorative.

L: Mostly over the web, indeed, but we do really enjoy working with Belgian-based artists and friends. We also don't really work with deadlines for projects and have an organic planning schedule.

7. What labels do you look up to?

L: The Italian labels Pampsychia and Artetetra are powerhouses of leftfield electronic exercises. Also the very great STAFFcirc crew, although I wish they'd have more frequent releases! Orange Milk Records is also an obvious inspiration for both Victor and I.

V: There are quite a lot. First one that comes to mind is Xquisite Releases. Love love love what they have been putting out lately. Also have to give a shout-out to local heroes Slagwerk. Oh yeah, and Tobago Tracks. Love TT.