For Lee Ann, merchandise is not merely about fas- hion; it represents a form of engagement, a way for fans to express their connection to the sonic world she creates.
“It’s a bold step, but also something that felt really natural. I was in fashion in my previous profession so its really something I have always wanted to do - have my own line at some point”.
“To me, the merch is an extension of the music, it’s another way for people to engage with the vibe I’m creating. It’s all part of the larger vision, creating a space where the music, the visuals, and the com- munity all come together. Knowing that people are resonating with that and want to be a part of it means everything to me. It’s more than just clo- thing, it’s a shared connection”, she emphasizes.
This seamless fusion of sound and style show- cases the multidimensional nature of her artis- try, reflecting the vibrancy of the community she aims to cultivate.
As the founder of NowNow Records, Lee Ann embraces the dual role of artist and curator with fervor.
“Balancing my artistic vision with the role of run- ning NowNow Records is definitely a challenge, but it’s also something I enjoy so much, it’s my baby. As an artist, I have a certain sound and style that I’m deeply connected to, but running NowNow, my job is to create a space where different voices and perspectives can thrive. It’s about finding that middle ground where the label has a cohesive identity but still allows for variety and experimen- tation”.
While her sound remains paramount, her dedica- tion to nurturing emerging talent adds a rich layer to her creative journey.
“I’m always looking for artists who bring some- thing unique to the table, whether it’s a fresh take on techno or a willingness to push boundaries, it’s about the energy and vision behind the music. I look for tracks that evoke a feeling, that can transport listeners and rock a dancefloor”.
The challenge of balancing her artistic vision with the responsibility of guiding other artists is one she approaches with enthusiasm and commit- ment.
“At the same time, I feel a responsibility to nurture the talent on the label. I want NowNow Records to be a platform where artists can grow and evol- ve, not just a place to release tracks. So it’s about creating that balance, staying true to my own vi- sion while also giving space for new ideas and voi- ces to emerge. In the end, I think that diversity is what keeps the label dynamic and exciting”.
Lee Ann seeks out artists whose work embodies a unique perspective—those willing to explore the uncharted territories of sound.
TRANSFORMATIVE MOMENTS AT ADE: CONNECTING WITH THE GLO- BAL ELECTRONIC MUSIC SCENE
The Amsterdam Dance Event (ADE) stands as a pivotal moment in Lee Ann’s artistic narrative—a celebration of creativity that transcends borders.
“Closing DGTL last ADE was definitely something special. I’ve also had the chance to do my Now- Now shows for the last two years which felt like everything I’d been working towards came toge- ther in one place”.
Her experiences at ADE, particularly closing DGTL and hosting NowNow shows, represent the con- vergence of years of dedication and passion, cul- minating in a transformative experience that re- sonates deeply with her.
“The NowNow shows have been a huge highlight for me, not just as performances but as milesto- nes in my career. Seeing people from all over the world connect with the sound and vibe I’m trying to create was surreal. It’s one thing to play in a club or event, but to do it yourself at ADE, whe- re the entire global electronic music community is gathered, it takes everything to another level. The- se events have made realize how far I’ve come, but also how much more there is to explore creatively”.
At ADE, Lee Ann feels the electric pulse of the global electronic music community—a tapestry woven from diverse sounds, cultures, and stories. Witnessing the connection forged through her music inspires a sense of purpose that drives her to explore new creative avenues.
“On a personal level, ADE has been a place for growth. Being part of the shows is amazing, but it’s also about the conversations, the new colla- borations, and the inspiration you get from being around so many creative people. It’s pushed me to think bigger, not just about the music but about where I want to take NowNow Records in the fu- ture. ADE has become”.
In an environment as frenetic as ADE, maintai- ning a sense of self can be challenging. Yet, Lee Ann remains steadfast, drawing strength from her artistic vision and personal philosophy.
“The only person who you should compete with is yourself,” she emphasizes.
A mantra that encourages her to stay true to her unique path.
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