When paperecordings started in 1993 during the heady days of House when there were more DJs buying tunes in Eastern Bloc than there are glum faces on a crowded tube on a Monday morning.

Selling music was so pure and simple back then; our mates made the music, designed the sleeve, pressed the wax and sent it to our distributor who supplied the shops. All we had to do was go out dancing, feeding our own organic sound to the DJs playing our clubs to spread the word. Nowadays the rules are changing so swiftly that we have Radiohead (back) firing the gun of their own 'label free' album downloads, Madonna setting sail with live promoter's Live Nation and Prince, well just being himself and ‘allegedly’ promising to laser blast his imagery from his tattooed fan’s napes and hollows.

The challenge of starting a new ‘label’ couldn't have seemed greater or more ridiculous. The same way that bit torrents are blowing cold air across the film industries’ private places, downloads have made most of those selling audio sit bolt upright, shocked and stunned at the rug being pulled from under their feet. Apart from boutique 7's and a handful of 12’s the physical market is reeling with many of its distributors falling by the wayside. So, what did we do?

We Are Woodville is a new project we'd like to welcome into the world. A sassy digital package has been created for a ‘liquid’ debut release (Love the World by Karoshi Bros), utilising video, mobile and download to maximise broadcast royalties instead of bearing the immediate ball & chain of vinyl manufacture.

Nothing can compete with the warm sound generated by vinyl and I’d never let my 7” collection anywhere near eBay, but there is room for differentiation and new technologies are liberating labels and music makers, encouraging a spontaneous, have a go approach. Certainly, We at Woodville have been empowered by the canny way we can easily connect our music with likeminded souls across the planet, and are feeling a familiar electric buzz in the air whilst flying by the seat of our pants in this brave new musical landscape. Death by overwork, possibly, but what an ace way to go.

Check out the track on I Love Video and buy audio here

Rune Lindbaek

Ok, Kjor Romskip