Label Focus – PARAMIDA’s Love On The Rocks

We celebrate a decade of cutting edge ‘outsider house’ with founder PARAMIDA

Whether she’s appearing in Vogue, gracing the BBC’s Top 100 Women list or playing Berghain’s Panorama Bar, where she’s a resident, PARAMIDA is synonymous with a new generation of house music artists keen on encompassing all the genre’s myriad of ingredients, from high-energy techno and Italian dream house to irresistible new beat, into a fresh new take on dance music’s most familiar sound.

She’s risen steadily through the ranks, as a DJ and – since 2020 – a producer too, but despite becoming one of Europe’s best known house ambassadors, she’s continued to nurture the outsiders and fledgling stars of tomorrow that keep house a vital, creative a force, through her Love On The Rocks label.

It’s currently celebrating its first decade in existence – so what better time to quiz Paramida on the label? Here’s what we gleaned…

WHAT’S THE NAME OF YOUR LABEL, AND WHO RUNS IT?

The name of the label is Love On The Rocks. It’s named after the Italo-disco classic ‘Love On The Rocks’ by Lama from 1993 – one of my all-time favourite records. It was founded by me and run by myself and Tal Golan.

WHEN & WHY DID THE LABEL START?

I started a record label when I was working in a record store, exactly a decade ago – in 2014. We would get swamped by so many new releases every week. There was something missing and I knew so many producers back then whose music I loved, so I decided to start my own imprint. I’ve always seen Love On The Rocks as an experiment in musical exploration, embracing artists both known and unknown, music both old and new; through re-issues of lesser-known tracks discovered by me via my DJing, research, digging and exchange of knowledge with friends. It is also defined by irreverence and unpredictability, with a touch of spiritualism, psychedelia, humanity, humour and an embrace of the unknown.

GIVE US A BRIEF SUMMARY OF WHAT YOU’VE RELEASED SINCE THEN….

During its ten years of existence, the label has released 27 records by artists such as Massimiliano Pagliara, Fantastic Man, Telephones, Alex Kassian and myself.

Currently, we’re releasing a limited ten-year anniversary compilation called Sky Is The Limit which is about to be released on June 7. The compilation features a selection of artists reflecting the idea of chosen family at the heart of the label.

WHAT QUALITIES ARE YOU LOOKING FOR IN THE MUSIC YOU RELEASE?

I have a very diverse taste in music, and the music I put out on LOTR reflects that. I put out stuff I relate to or feel at the time. LOTR is not limited to a specific genre or style. It’s also a personal project, characterized by collaboration with friends, the nurturing of relationships and new talent, and centered on the importance of personal connection. I could not release music of an artist I’m not personally connected to.

WHAT KIND OF VISUAL IDENTITY DOES THE LABEL HAVE (ARTWORK, VIDEOS ETC) ?

Our core identity is definitely influenced by 60s psychedelia. But every year we choose a visual concept that reflects the existing zeitgeist and the artistic direction of our releases. This year, we included a lot of 3D design and fantasy world references.

WHAT’S BEEN YOUR BIGGEST SELLING RELEASE TO DATE?  TELL US A BIT ABOUT IT AND WHY YOU THINK IT WAS SO POPULAR.

We had a few very successful releases, but I wouldn’t say which sold the most. At the top are Telephones, Fantastic Man, Alex Kassian, the Peyote reissue and my own releases.

NAME ONE RELEASE THAT YOU THINK DESERVED TO GET MORE ATTENTION THAN IT DID        

The reissue of Romie Singh’s ‘Cry Freedom’ deserved more attention. The track and its lyrics are timeless. The vinyl itself is hand-stamped on one side with etching.

IF YOU COULD SIGN ANY ARTIST, ALIVE OR DEAD, WHO WOULD YOU CHOOSE AND WHY?

Patrick Cowley & Francois K.

WHAT CAN WE LOOK TO FROM YOUR LABEL NEXT?

The label tagline “Those who don’t believe in magic will never find it…” emblazoned somewhere on almost every release. Love On The Rocks is about believing in yourself, believing in your friends, believing in the future – even (or especially) when you don’t know what’s going to happen next. Expect the unexpected. Anything is possible – Sky’s the limit.

Order your copy of 10 Years Love On The Rocks: Sky Is The Limit on double vinyl by clicking here