Following standout appearances across compilations, EPs, and her LP on Mama Told Ya, Moroccan-born, Paris-based producer and DJ Vel takes the next bold step in her creative evolution with the launch of her own imprint. With PURR, Vel signals a shift—towards full creative control and a sound that purrs with bass, texture, and sensory nuance. The label aims to carve out space for a new scene: producers who take risks and push electronic music into an encoded, future-facing reality.

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The label’s first release, pleaseinsert_ILOVEYOU, sets the tone with boundary-pushing contributions by Kick21, Liso, Max Duret, KennyKrazyWorld and Nigm. Inspired by the infamous ILOVEYOU computer virus that spread globally in 2000, disguised as a love letter and infecting millions of systems, the VA explores sensory overload as both rhythm and rupture.

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A standout is Vel’s collaboration with KennyKrazyWorld on the closing track, Liminal Sound, today’s premiere. A drummer since childhood, KennyKrazyWorld blends field recordings, foley, and unorthodox percussion with traces of trance and leftfield techno. Their match-made-in-the-matrix results in a track driven by tight percussion and flickering fragments, a functional tool with a haunting atmosphere and emotional tension.

Full tracklist

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1. Kick21 - Ego Chamber 

2. Vel - Musicaholic 

3. Liso - Maeve 

4. Max Duret - Equinox Rift

5. Nigm - Sunken

6. Vel & KennyKrazyWorld - Liminal Sound

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pleaseinsert_ILOVEYOU will be out on April 18th, 2025. Pre-order a copy via Bandcamp.