mixmag netherlands
BUILDING SYSTEMS, SHAPING FUTURES
That instinct for shaping extends beyond individual releases into the structure surrounding them. Jackfruit emerges as both an out- let and a framework, built from accumulated experience rather than sudden ambition. “Starting Jackfruit was a natural progression for me. I’d spent years releasing on other labels, and I got to a point where I wanted to build some- thing that reflected my own taste and what I actually want to hear in clubs. It felt important to create a space where I could be more direct about that, without having to fit into anyone else’s vision.” The label operates with a clear sense of pur- pose, rooted in functionality rather than abstraction.
Its identity is deliberately stri- pped back, centred on the funda- mentals of house music and the physical response it generates. “At its core, Jackfruit is about brin- ging back old-school flavours. It’s house music, it’s club focused, and it’s about records that actually work on a dance floor. There’s a certain energy and simplicity in older dance music that I think gets lost sometimes, and I really wanted to tap back into that in a way that still feels relevant now.” The pro- cess of selecting artists follows that same logic, guided more by instinct than analysis. “When it comes to signing artists like Ky Wi- lliam, BETH or Daisybelle, it’s really about whether the track hits in a club. I’m looking for strong groo- ves, solid drums, and something that DJs actually want to play. It’s less about overthinking and more about that immediate reaction.”
Balancing that curatorial role with her own artistic movement introduces a different kind of
awareness. Each operates on a separate timeline, requiring di- fferent forms of attention. “As an artist, I follow instinct and what excites me in the moment, and that can change quite quickly. But with Jackfruit, I have to think more long-term, it’s about consistency, building trust, and creating some- thing that people understand and want to be part of over time.” The separation is intentional, protec- ting both spaces from unneces- sary overlap. “Even if something might appeal to me personally as an artist, it doesn’t always mean it’s right for the label. The label has its own identity and direction, and part of my role is protecting that rather than just following my own taste in the moment.”
When translated into physical space, that identity becomes tan- gible, shaped through atmosphere as much as sound. What began as a club night now operates as a contained environment with its own internal logic.
“From the beginning, it was always about creating a certain kind of environment. Not just another night out, but
something that
feels intentional the moment you walk in. The music, the energy, the crowd, it all needs to feel aligned in a way that you can sense im- mediately.” The emphasis on pre- sence becomes central to that experience. “That’s why the pho- ne-free element is such a big part of it. It changes the whole dynamic, people are more present, more open, and more connected to each other and the music. For me, that’s what house music was built on, and that’s what I want Jackfruit to represent in a real, physical way.”
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