Skrillex’s Artist-Driven Label
#OWSLALabel documents Sonny Moore (Skrillex)‘s independent record label OWSLA (founded 2011), which championed experimental bass music, genre-bending producers, and artist creative freedom during EDM’s mainstream explosion.
Founding & Philosophy
OWSLA (pronounced “owl-sla”) launched August 2011 as joint venture between Skrillex, Tim Smith, Kathryn Frazier, and Clayton Blaha. Core principles:
- Artist ownership: Producers retain masters/rights
- Creative freedom: No genre restrictions or commercial pressure
- Community: Label as artist collective vs corporate machine
- Underground focus: Prioritize innovation over radio play
Name origin: Richard Adams novel Watership Down (OWSLA = rabbit warren’s ruling class).
Breakthrough Artists
Bass Music:
- Porter Robinson: Worlds (2014) released through OWSLA
- Zedd: Clarity (2013) before Republic Records move
- Kill The Noise: “Thumbs Up” (2012), technical dubstep pioneer
- Snails: “King is Back” (2014), vomitstep innovator
Experimental/Future:
- JOYRYDE: House/bass fusion (“NEW BREED,” 2016)
- What So Not: Future bass pioneer (post-Flume split)
- Mija: Genre-fluid DJ/producer
- Hundred Waters: Electronic/folktronica hybrid
Trap:
- KRNE: Future trap production
- Whethan: Teen future bass prodigy
- Graves: Dark trap/future bass
Peak Era (2012-2017)
OWSLA dominated festival culture through:
- Nest HQ: YouTube channel showcasing emerging artists (100+ million views)
- OWSLA Worldwide Broadcast: Radio show/podcast
- Festival showcases: OWSLA stage at Hard Summer, EDC
- Compilation series: Free Treats (free download EPs)
The label’s aesthetic (owl logo, dark/cyberpunk visuals) became iconic in bass music.
Decline & Hiatus
After 2017, OWSLA activity slowed:
- Skrillex’s reduced production output
- Key artists leaving for major labels (Zedd, Porter Robinson)
- Shift toward Skrillex’s solo projects
- Last major compilation: 2018
Label effectively went dormant 2019-2020, with occasional releases but no new signings.
Cultural Impact
- Artist development: Launched Porter Robinson, Zedd, What So Not careers
- Genre innovation: Championed experimental bass vs commercial EDM
- Independent model: Proved artist-owned labels viable
- Nest HQ: YouTube channel democratized artist discovery
- Free Treats: Pioneered free download culture in EDM
Notable Releases
- Porter Robinson - Worlds (2014)
- Zedd - Clarity (2013)
- Skrillex - Recess (2014)
- Kill The Noise - Occult Classic (2015)
- What So Not - Divide & Conquer EP (2016)
- JOYRYDE - “NEW BREED” (2016)