In a music industry increasingly shaped by algorithms, automation, and fast-moving trends, Vokall Records continues to champion something timeless: real people making real music.
Founded in Amsterdam in 2020 by Guillaume Warmerdam and Jeroen Slutter, the independent label was built on a simple but powerful philosophy – “Real Good Music.” From soulful pop and neo-soul to folk, alternative R&B, afrobeat, and groove-driven electronic music, Vokall Records has created a home for artists who value authenticity, musicianship, and meaningful human connection.
Beyond releasing music, the label has grown into a creative community, hosting live events, organising writing camps, curating playlists, and bringing artists, songwriters, producers, and fans together. While technology continues to reshape the music industry, Vokall remains committed to supporting genuine artistry and building long-term careers rooted in creativity rather than trends.
We caught up with the team behind Vokall Records to discuss the story behind the label, the importance of artist development, the role of AI in modern music, and why “Real Good Music” continues to define everything they do.
Please introduce your label and share the story behind how it started.
Vokall Records was founded in 2020 by Guillaume Warmerdam and Jeroen Slutter with a simple but powerful vision: to create a home for real good music. Real musicians, real instruments, real grooves.
Based in Amsterdam, Vokall is an independent label and curator dedicated to soulful, funky, and groove-driven music that moves both bodies and hearts. From the beginning, our goal has been to blur the boundaries between genres while building a close-knit creative community around artists, songwriters, producers, and fans.
Beyond releasing music, we host live events, organise writing camps, and curate playlists that help connect listeners with the sounds we love.
What inspired the name and identity of the label?
The name “Vokall” reflects our passion for authentic expression and the human connection that great music creates.
Our identity has always been rooted in warmth, soul, creativity, and connection. We love music that marries the best of vintage and modern sounds into a new realm for today’s listeners, and we strongly believe in the power music has to connect people, whether through making it, listening to it, or experiencing it live.
That philosophy shapes everything we do, from the artists we work with to the experiences we create around the music. Our tagline, “Real Good Music,” perfectly captures the spirit of Vokall.
How would you describe the label’s sound? Which genres and subgenres does the label primarily focus on or represent?
With Vokall, you can expect soulful pop with feel-good energy at its core. Our catalogue also spans alternative R&B, neo-soul, folk, jazzy soul, afrobeat, retro soul, and chill pop.
Through our sub-label, Vondell Records, we also champion disco and funky house, always searching for infectious electronic grooves with a strong live element.
What do you look for when signing or working with artists?
The first thing is always the music.
A great song captures us through a beat, a lyric, or a voice that keeps us coming back. We look for music that feels genuine and reflects the artist’s personality.
From there, we look at the artist’s wider vision. What does their visual identity look like? Are they performing live? Do their social channels reflect their ambition? We enjoy working with well-rounded artists who connect with audiences both on stage and online.
Equally important is the personal connection. We want to work with people who value collaboration, community, and building something meaningful together. When an artist’s sound and values align with ours, that’s where the magic happens.
Can you mention some of the artists currently on your roster?
We’re proud to work with an incredible mix of Dutch and international talent.
Artists we’ve worked with include Noa Lauryn, TOINE, Alain Clark, K.ZIA, Sabrina Starke, Stefan Sands, Sedric Perry, FENNE, Rae Khalil, ZYHH, and Nic Hanson.
Each artist brings their own unique perspective and sound, helping shape the diverse musical identity of Vokall Records.
How has the music industry, particularly with the rise of AI, changed since the label first launched?
The rise of AI-generated music on streaming platforms has become increasingly noticeable, if not overwhelming. As a label, we’ve had to evolve so we can recognise AI-generated submissions, because we receive plenty of them.
At Vokall, we see AI as a tool rather than a substitute for human creativity. Great music is ultimately about emotion, storytelling, and genuine connection, qualities that come from real people and real experiences.
That’s why we don’t work with AI-generated music. However, we’re happy to use AI tools within our workflow, particularly for tasks such as data analysis, where they help save valuable time.
What challenges have you faced as an independent label, and how have you overcome them?
Standing out in a crowded digital landscape, adapting to changing listening habits, and balancing creative ambitions with business realities are ongoing challenges.
We overcome them by staying true to our identity, investing in meaningful relationships, and focusing on quality over quantity.
Our strong community, collaborative mindset, and willingness to evolve have helped us continue growing while remaining proudly independent.
Are there any upcoming releases, collaborations, or projects that fans should look out for?
Absolutely.
The second half of the year is packed with exciting album releases from some of our most promising artists, including K.ZIA and FENNE.
We’re also hosting the second edition of our Vokall Live Stage event this August in one of Amsterdam’s beautiful parks, and we’re hoping to return with another event during Amsterdam Dance Event (ADE) later this year.
What’s the long-term vision and goal for the label moving forward?
Our long-term vision is to continue building a creative, international platform for where artists can grow, collaborate, and develop sustainable careers.
As we expand internationally, we’ll continue investing in artist development, live experiences, writing camps, and innovative ways to connect audiences with great music.
No matter how the industry evolves, our mission remains the same: to champion REAL GOOD MUSIC.
Follow Vokall Records:
Website – Instagram – Facebook – YouTube – Spotify
