Launched in early 2025 by Djena, one half of the French duo SOM.1, AWO Records is a fiercely independent imprint shaped by a spirit of sonic exploration and total creative freedom. Radically open and genre-fluid by design, the label embraces everything from Breaks, UK Garage, and Drum & Bass to experimental club hybrids and leftfield forms that defy classification. It all begins with the debut single from SOM.1, ‘Akua’, landing on July 11th as the first in a trio of releases leading up to their full-length album in October. With previous records on R&S Records and Cod3 QR (founded by Laurent Garnier), SOM.1 has already shown a willingness to push beyond convention – an ethos that AWO now channels into a platform for artists who refuse to compromise.
Read our exclusive interview with Djena below.
Tell us about your approach to curation. What draws you to a track or artist as being “right” for AWO?
The first thing we focus on is, of course, the music. It doesn’t matter where you come from, what label you’ve released on, or how well-known you are on socials. What we’re drawn to are artists who are authentic, loyal to their art and unafraid to take risks.
We’re not locked into one genre or mood. Sure, there are certain atmospheres we naturally gravitate toward, and that will reflect in our curation, but we’re not overly calculated or trend-chasing. What we care about is quality and vision—music that feels forward-thinking and brings something new to the table. We don’t want to be just another label echoing the sound of the moment.
‘Akua’ is SOM.1’s debut release. Why did you feel this track was the right one to introduce them to the world?
We’re gradually unveiling SOM.1’s debut album, which is set for release at the end of the year—and ‘Akua‘ is one of our favorite tracks from it.
It felt like the right tone-setter for the label’s direction: energetic, dancefloor-ready, with that raw breakbeat rhythm, 90s hip-hop vocal flavor, and a distinct UK breaks influence. It embodies a lot of the elements we love, and even though AWO’s catalog will be eclectic, this track gave a strong signal of our taste and attitude.
SOM.1’s ‘Akua‘ plays with breakbeats and 90s textures, but there’s something deeply emotional underneath. Is emotional storytelling a thread you want running through AWO’s catalogue?
Absolutely. Emotion is a major driving force for us—whether it’s subtle or overwhelming, it’s what creates a real connection.
That said, emotional storytelling isn’t a strict requirement. If we come across a track that’s a total dancefloor weapon with a heavy bassline, or something raw and stripped-down for after-hours, it can still find its place on AWO. The main thing is that it resonates with us. When it hits that emotional or visceral note, regardless of genre, we’re in.
AWO is described as genre-fluid and forward-thinking. What kind of artistic freedom do you want to offer artists, and how does that shape the label’s identity?
We’ve grown up listening to labels like XL Recordings, R&S, Ninja Tune..labels that built their legacies on artistic freedom and visionary output. We look up to them, humbly, and try to follow that path in our own way.
At AWO, freedom is non-negotiable. We’re not interested in boxing artists in. Whether you’re a producer, rapper, singer, or instrumentalist—if you bring something sincere and compelling, there’s space for you. We’re committed not only to creative freedom but also to supporting our artists deeply and building something long-term, together.
As the founder of AWO, what vision are you building for the label over the next year? Can you give us a glimpse into what is coming after SOM.1’s album?
Right now, our focus is on building the foundation. AWO is brand new, and we believe the best way to grow is by showing, not telling. We’re starting with SOM.1’s project because it reflects our vision across multiple releases.
From there, we’ll tap into our close network of friends and producers. We know that once the label has made a mark, more artists will feel inspired to reach out and share their music. The long-term goal is to offer a platform to any artist who moves us—established or emerging. We’re in no rush. It’s about trusting the process and staying committed to the quality and values we believe in.
What has surprised you most in the process of launching a label – creatively or logistically?
Finding your own identity is probably the hardest part. You start with a vision, but turning that into something real, something that people recognize and connect with, takes time, especially in a fast-moving industry where trends dictate everything.
We’ve made the conscious choice to ignore the noise and focus on what we truly want to contribute, not what will get us the most attention right away. AWO has been in the works for a few years, with plenty of trial and error behind the scenes. We’ve taken our time to refine our approach, and while nothing is set in stone, we’re confident in the direction we’re heading. If we need to adapt for the benefit of our artists, we will. But for now, we’re aligned.
What role do collaboration and community play in AWO’s future? Are you planning to grow a roster, build residencies, or support other emerging acts?
Community is everything to us. Our initial focus is on helping emerging artists—those who have the talent but not necessarily the visibility.
We’re not interested in follower counts or where you’ve released before. That mindset needs to change. We want to go against that grain and support artists who deserve more recognition, regardless of their current platform.
Of course, we’re also connected to established names, but they don’t need our help to grow. For now, AWO is here to elevate new voices, create space, and let raw talent shine.
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