Lost on You: Making a Difference One Track at a Time

Lauren Krieger

Created with a unique and noble purpose, Lost on You music was founded to spread the sounds of talented underground electronic music artists in order to change the world. With so much love put into the creation and experience of electronic music, the labels’ founders Nina and Kelvin felt that it was important to use that energy to directly impact the lives of people around the world, or as they put it, “it’s created from love to be turned in to love”.

It begins with their initial selection for the label’s catalog, preferring to give a voice to up & coming artists who they can guide and support as they aim to reach a global audience. Devoted to discovering, promoting and mentoring talented underground artists who are struggling to find a platform to showcase their work, Lost on You knows that by setting up their artists for success, they can make a widespread difference. Donating all of the money raised from album sales to the fight against malnutrition, poor health and sanitary problems in the most deprived parts of our world, Lost on You is dedicated to taking the global impact of electronic music to another level.

The objectives of our project are manifold, but the guiding principle is in using music to do something great, and something that really matters: helping others to rise above, from the local to the international.

Lost on You

Music reaches our emotions, influences our experiences, connects us with others around the world. Why not also use it as a direct means to do good? Only a year in, and Lost on You has been answering that question with focus and persistence. It was a pleasure to catch up with the label co-owner Nina to discover more about how they make it work, what drove them to begin this journey, and what to expect for the future of Lost on You.

Lost on You Logo

When did the idea for Lost on You first begin?

The idea began a year ago and honestly I can not believe it. It has been so intense time that it feels like we have been doing it for a lot longer. Maybe it’s because the idea of ​​the project was really born two years ago when I got pregnant. I think knowing that my body was creating something so wonderful made us realize even more how fascinating and important human life is. I do not think there is anything more important for a mother than her baby. The concern for each test and the fear that something could go wrong with our baby opened our eyes. We are lucky to live in a continent where we practically have access to everything but how many women in the world do not have any kind of medical care? How many women in the world lack all the necessary vitamins and supplements and even food to be able to carry the pregnancy process safe and sound? How many children die from malnutrition every day in Africa? Most of the time, the breasts can not even breastfeed their babies. Imagine how painful it must be to watch your son die and not be able to do anything?

Our time had come to do something about it.

Who are the driving forces behind the label?

Lost on You is only Kelvin and me. We create the artworks, listen to the demos, make sure that we are constantly writing to the press media, some media already have us in the spam folder haha. We search for all the premieres, we promote on Facebook and Instagram, etc. In addition, fortunately we have the help of great friends that we have been doing along the way. All the masters of our Eps are in charge of Pobla studio with base in Valencia, the promos to the DJs take us Reach Promo and Audiolocker is taking down all the pirates links. All these people feel very identified by what we do so they offer us their best services at a minimum cost which helps to reduce our production costs so that the donations are much broader.

In addition, now we have begun work on a booking agency. it’s called Moove-Artists and it gives us even more jobs, haha, but we are happy and thankful to have such an opportunity to run all of it!

How did your experiences in the electronic music industry influence the decisions or directions of this project?

Well, to begin with I think it is all about the particular musical taste we all have. I have always been a fan of electronic music, but I have never been involved professionally with it. I have a master degree in cultural management, which has given me a strong foundation in this field. However, for me the most important thing is actually the experience, observation and analysis. The electronic music world is a particular environment where the movements has to be taken very carefully. All the little details, like style of logotype or names, must reflect the idea of the label and music preferences, to build an immediate relationship with the public and partners.

Kelvin has been producing music for a few years, so over time you define your musical taste till you develop your own style on your music productions. He is always listening to music and continuously trying to learn the techniques other producers use to imprint their own sound. This pretty much creates you and shows you the direction you want to go. For us, it is not really about the amount of followers or being guided by mainstream music and fashion of the moment; we look for tracks that have something special, unique and outstanding. We always like to listen to the music with deeper and with greater mindfulness, to look for a content, emotional potential or a story and understand it. We look for artists, who have something more to say with their music, because for us the point is not just in the sounds, but the sense of their configuration. Electronic music has such the power and possibility to express such a huge message; the fun is to discover it.

We know how hard it is for new talent to break through the crowd of producers, trying to catch their moment and shine so our goal is to help upcoming artists to be heard. If you listen to our music releases, we have a blend of everything. Also, electronic music doesn’t do a lot of charity work. Not very often do we hear about a charity party, not to mention releasing music to help other people around the world and the needs are still immense.

Music has such huge potential and we decided to use it to help causes close to our heart. By our Label we want to change the way we consume electronic music, to use that love to make something good.

With a focus on providing a platform for up & coming producers, you must put a lot of hours into listening to demos. Could you give us an inside look into your selection process? Do you have a set of qualities that you aim for each release to have or is it pure gut feeling?

Yes, indeed. We are getting a lot of demos, and we are very happy that so many people are interested in trusting us with their music. We are really thankful for it. It takes a lot of time to listen to, especially because we are very careful. Kelvin and I are doing everything we can to be as thorough as possible, because we don’t want to miss out on someone’s talent. As we have such an appreciation for the music, we are naturally obliged to take more time to listen to it as carefully as possible. It’s not just about giving their music, these people who send us demos, want to dedicate their music to help others. As we said before, we are always looking for original sounds. Music with a story, a narration, or big emotional potential. We would say that for us it’s more about a feeling, we don’t have any pattern, but also our releases have quite the same style as you can notice listening to them.

Lost on You Music Team
Nina & Kelvin

What would you suggest to producers who hope to release on Lost on You?

To everyone who would like to release music with Lost on You, we suggest to listen to our releases, it will give them the knowledge of our musical preferences. Sometimes we get Edm tracks and even hip hop but we have never released anything like that! We are open to any kind of electronic music but we place the greatest emphasis on the quality of the songs, selection of elements and uniqueness of melodies and sounds composition. We are looking for music with a story, tracks which will tell us who You are, and what You want to express, the music has to convince us!

It’s clear that you aim to go beyond just releasing music, and to help mentor and promote your artists in many ways. How important do you think that role is in the electronic music industry today? Have you found there to be a common piece of advice that many up & coming producers could learn from?

Yes, we believe young, new producers should get a bit more attention from record labels, and media. Records labels have the power to release new talents to provide freshness, and new sounds, new concepts and ideas to electronic music. It’s so easy to base on the well-established names with the particular style, but everyone knows that evolution is based on the changes and innovations. That’s why we think new names should get a bit more light and attention.

My only advice to new producers is: don’t be afraid of “going out of the box”, to have the courage, faith and patience. (And to send us their music :p)

What do you think makes music, especially electronic music, such a beneficial avenue for spreading good?

Music is an art. It comes from the deepest part of our being, our heart, mind, or spirit. Its created to be listened to, to make us feel or to understand. Music has value, energy. It carries love and it can give love. It has such a potential, and our aim is to use that power and energy to give good.

It’s the balance between taking and giving. It’s created from love to be turned in to love – help.

To know that music can save people, or make them smile, feel secure or happy it gives us the sense of doing it! We do not hear often about charitable work in electronic music. It’s not a very common activity for record labels or promoters. We think that is why more people should do something to make the change. To show that the underground music world is united in the fight against inequality, disproportion. That we are empathetic!

How do you choose which organizations to donate to? Could you tell us more about these organizations?

The first thing we did from the beginning was to do a very intense investigation about the charities that operate in Africa and the kind of help they give. We have had a lot of unpleasant encounters so to speak, because since we have been working with the label we have realized that many of these organizations spend most of the aid money in promoting the aid they make to Africa, so we We put NGOs on the list of unreliable organizations.

Against Malaria Foundation Logo

Currently, we work with two organizations that have been able to pass our quality test hehe, to date we have collaborated with Against Malaria Foundation and Build Africa. We believe that the smaller organizations pay more attention to the aid reaching their destination, than in promoting, as I told you previously, the aid they send to Africa. Do you understand what we mean?

Build Africa Logo

Build Africa is the organization with which we have felt most identified. Based in London, they have been building schools in Africa for more than 40 years and helping not only children on the African continent but also families, parents, women, farmers, etc.

Finding the right NGOs was the most complicated part because our artists need to be sure that the money in their music is really making a change, but what would be the objective of Lost on You? They spend their energy and time to create their music, so we can not risk wasting that gift.

What has been one of your favorite moments running the label so far?

Well, since we have started the project there have been really so many beautiful and special moments, which we will never forget. But I would like to mention 3 of them which touched me even more than the rest.

For sure the first one is the the day when we did our fist donation? It was not so much, only 463 euros but because of this we protected around 500 people against Malaria disease, and it took us 6 months of intensive work. It was just the beginning of Lost on You so it was not easy, maybe thats why the little donation made us so happy and satisfied.

The second special moment was on ADE, when we finally got to meet, hug and talk with people who had become our friends without ever meeting in person. People who helped us a lot, artists who gave us their music like Florian Kruse, friends from Pobla mastering studio from Valencia, Mattia Pompeo, AFFKT and many more amazing souls.

After the first year of working, we got selected by Beatport as the best record label of the month of January, and they made a video about us. We will never forget how special we felt that day, and how important it is for us.

Could you share more about your Lost on You events?

Selling music doesn’t give a large amount of money, and our aim is to be able to provide a significant help, something notable and valuable. We wanted to build a classroom in Africa which costs 11 000 euros with the organization Build Africa with who we work.

Lost on You events are a fundraiser party. We found the club and artist willing to do it. Everything was prepared, and the headliner disappeared. We never got an answer to our emails, so the project got suspended. We got very upset, because we put a lot of energy in to it, but we are positive and determined to make it happen. Can you just imagine, a new class room in Uganda, for example, built from the money from a party? We are looking for artists and clubs who would be happy to join us in this project.

Is there anything you have learned from running the label that was unexpected? What do you think have been your greatest lessons so far?

Ah amazing question and thank you for that. Well, everyday we learn something new. The lessons are very important, the good ones and even more important are the bad ones.

We have learned that we cannot trust people 100%. We are very honest, optimistic, full of trust, and enthusiasm. If we said that we will do something, we keep our promises, however not everyone is the same. At the beginning of the project we agreed to release the music from an artist everyone knows, we won’t mention any name to not get into any debate (you know who you are) we had the music and everything but in the end everything ended with sexual harrassment messages on Facebook. We told some people about it and after they responded with a “hacked account story” and we let it go. I’m not really a person who holds on to things. When I saw him at ADE and I thought that at least he was going to apologize or something but unfortunately it didn’t happen. So yes that’s have been my worst experience so far and not because I’m a woman and I want to pretend I’m weak, because I’m not, but because I respect everyone, so it’s nice when people respect you back.

What do you see as the future of Lost on You?

We have a lot of goals, so we have many plans for our future.

The first and most important thing is to increase our income as this leads to a direct increase in our donations. Attract a larger group of artists towards our project, committed to taking a step forward as well as attracting a larger audience.

Another of our objectives is to be able to count on our project with artists of the caliber of Dubfire, Nina Kraviz, Maceo Plex, Tale of Us, Amê, Sasha, Adam Beyer, wow… the list is quite large but we consider that they are essential and the engine that we need to give impetus to our musical revolution.

Our goal is to build schools, hospitals, provide medical assistance, send supplies to the poorest parts of the world, but we are realistic. We have set our goal of building the classroom in Uganda by the end of the year. For now we are focused on Africa, but our goal is to be able to help all parts of the world where the needs are enormous, to make the world more universal. So that people are not forced by the reality in which they live to leave their countries in search of a better life.

Learn more at http://www.lostonyoumusic.com

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