We’ve reimagined the label and done some fundamental restructuring. We see OWSLA as more of a creative service rather than just a record label. At the start we did all the usual things when we put out a record, like editorial placement, Beatport and iTunes exclusives, getting it on Zane Lowe. But then we thought, “What does an artist really want and need from us?” An artist knows how to make music and tour, but they need creative people to help them find the right video director, get content for their socials or come up with cool merch, so it’s those kind of things we’re honing in on. Sonny’s started to take inspiration from fashion brands like Moschino or Alexander Wang.