Started by two music fans in Ghent, Belgium, the site filters its stock into sections like “a sense of melancholy,” “lost in dreams,” “having a blast” and “calm & collected.” The store’s catalogue exclusively features independent labels like RVNG Intl., Efficient Space, Smalltown Supersound, Music From Memory, Beats In Space, Running Back and Erased Tapes.
“We don’t come from a music background,” says says co-founder Alec Seynaeve. “I am a web developer and my partner Aimee is into branding and storytelling. Not coming from a music background gives us a somewhat different perspective on things. Instead of classifying music according to genres, we feel it’s more natural to classify music into moods, so we defined eight moods where we often feel ourselves to be in.”
The website also features a journal section which so far includes interviews with the label heads behind Kit Records and BAKK.