Paul Loraine’s Rhythm Cult Vision, collaborating with DCLVIII OFC and the Arrival of Halo on Cubism

Rhythm Cult was never meant to be just another record label. More than a decade after launching the imprint in 2014, Barcelona-based DJ, producer and entrepreneur, Paul Loraine remains committed to the same vision that first inspired its creation: building a cultural platform where music, creativity, events and community can exist under one identity. What has changed is not the destination, but the scale of the journey.

"From day one, the vision was to build something that reflected every part of my life and journey within music and culture," he says. "It's a label, but it's also an events brand, a promo agency, a consultancy platform and most importantly a community built around shared passion and connection through music."

That patient, long-term mindset has defined much of his career. Long before Rhythm Cult became an established name within underground electronic music, Paul was earning his reputation through marathon DJ sets at the legendary Golden Monkey Club. Beginning a six-and-a-half-year residency at just 19 years old, he became known for five-hour journeys behind the decks, developing the musical storytelling skills that continue to shape his approach today.

Reflecting on the role of long-form DJing in modern club culture, he believes something valuable can be lost in an era of shorter appearances and packed line-ups. "Long sets teach patience, storytelling and how to truly connect with a dancefloor," he says. "Some of my favourite recent gigs have been four and five-hour sets because you can really take people on a journey emotionally and musically."

Those experiences helped shape a philosophy that eventually became Rhythm Cult itself. "That was always the vision from the start," he says when asked whether Rhythm Cult was always intended to become an ecosystem rather than simply a label. "I never wanted Rhythm Cult to feel limited to just releasing records. I wanted it to become a platform where music, events, creativity, artists and culture could all exist together under one identity." 

The reason is simple. "Music has always been about connection and community, so creating an ecosystem around that felt like the most natural thing in the world."

That sense of connection remains central to everything he does, whether as a DJ, label owner or producer. One of the biggest lessons he has learned from more than a decade running an independent label is that relationships matter above all else. "Running an independent label involves a huge amount of personal investment, emotionally and financially," he says. "I've learned that trust, loyalty, and mutual respect are incredibly important."

While underground electronic music has undergone significant changes throughout that period, Paul remains measured in his assessment of where the culture currently stands. "In some ways, yes," he says when asked whether authenticity has become harder to preserve. "I think the pandemic interrupted an important cultural cycle for a younger generation that maybe didn't get to experience those formative underground moments and intimate parties that shape your relationship with music and club culture."

Yet his outlook remains optimistic. "Recently I've played some great venues with amazing energy, and I can feel that deeper connection slowly returning. There will always be people searching for meaningful musical experiences and that gives me a lot of hope."

Hope, in fact, is a recurring theme throughout his reflections on the industry. Without hesitation, he identifies social media as the single biggest shift he has witnessed. "It completely transformed how music is discovered, consumed, promoted and valued," he says. "There are positives of course, artists can now reach people all over the world instantly, but it also changed attention spans and the way people engage with music and culture."

Even so, he has never allowed those changes to dictate his own creative direction. "I've honestly never paid much attention to any of that," he says when discussing music designed for algorithms. "I've always followed feeling rather than trends, algorithms, or categories."

That commitment to authenticity extends beyond production and into his DJ philosophy. "I come from an old-school DJ mentality where it was simply about great House and Techno music, regardless of labels or marketing. For me, authenticity and emotional connection will always matter more than chasing attention spans."

Perhaps nowhere is that more evident than in his enduring relationship with groove. "Not at all, and I don't think it ever will," he says when asked whether his relationship with groove has changed over time. "For me, everything starts with groove. Rhythm is emotional, spiritual, physical, it connects people instantly without needing words."

The emotional dimension of music is something he returns to repeatedly. "A lot of my productions are connected to personal moments, memories, emotions, heartbreak, happiness, or periods of reflection in my life," he explains. "I can't really make music without an emotional connection behind it."

That independent mindset is clearly evident in his latest collaboration, Halo, created alongside DCLVIII OFC. The partnership emerged organically. In a twist of timing, DCLVIII OFC (Anthony Godin) contacted Loraine about releasing on Rhythm Cult just as Loraine himself was preparing to reach out. Impressed by the producer's emotionally charged work, a creative relationship quickly developed through remix projects and collaborative productions. "I was blown away immediately by the quality and emotion in the music," Paul recalls.

The creative chemistry between the pair ultimately led to Halo, a record born through the exchange of ideas, stems and shared musical instincts. "It's a very natural process between us creatively," he says. "There's a strong understanding there musically."

The track's release on Cubism felt like a natural progression. Having previously worked with the label through a remix for label co-owner Saytek, Loraine already shared a mutual understanding with the imprint's ethos. "Cubism has always represented quality and musical integrity to me," he says.

As Rhythm Cult continues to evolve, with merchandise, clothing and new creative projects already on the horizon, the values underpinning it remain unchanged. "Quality always survives," he says. "Trends come and go, but timeless music, genuine artistry and real connection never disappear."

It's a philosophy that has carried him from a teenage resident DJ in a packed club to a respected figure within the international underground scene. And if the 19-year-old Paul Loraine could see where the journey has led? "I think he'd be really proud," he says. "Probably not surprised, because even back then I was completely obsessed with music and determined to dedicate my life to it."

More than three decades later, that dedication still sits at the heart of everything he creates. And in many ways, Rhythm Cult remains exactly what he always intended it to be: a home for music, culture, creativity and connection, built patiently and authentically, one step at a time.

Paul Loraine & DCLVIII OFC – Halo is out on June 12^th on Cubism. Pre-order on Beatport HERE.

Read the full interview with Paul Loraine on The Night Bazaar HERE.