Today on German Mixmag, Berlin-based DJ and producer CRYME talked about the launch of SEVEN. The label is a mission he co-founded with his partner and manager Glenn Elliott.
SEVEN was conceived as a mission to explore and celebrate music at the intersection of house and techno. It will also be a platform for underrepresented artists, primarily queer and FLINTA* DJs.
In the candid interview, CRYME dove into the ethos behind SEVEN**’**s debut release, Hold On. He also talked about his hope to reshape how music producers are valued in the industry.
He also tells the story of SEVEN’s tagline, “Smile When You Dance.” CRYME believes this tagline perfectly captures the label’s spirit.
Techno is often associated with dark colours and industrial style. In contrast, SEVEN was envisioned to celebrate joy and warmth. This mission runs throughout SEVEN’s styling and branding—an effort CRYME leads at every level.
Head to Mixmag.de to read the full story, and stay tuned here for more about SEVEN and our future releases.
For more on CRYME and his full tour schedule, visit his artist page here.