Nikka Lorak on Control, Cruel Kind Records and Building a Home for Electronic Rockstars

By the time Cruel Kind Records emerged, Belgian DJ and producer Nikka Lorak already had a clearly defined vision of what she wanted it to become. Rather than simply creating another imprint, she set out to build an entire artistic universe shaped by emotion, energy and uncompromising creative freedom.

The label's debut release, Control, serves as both an artistic statement and a declaration of intent. Built around powerful peak-time energy, cinematic tension and emotionally charged melodic elements, the record introduces a platform designed for what Lorak describes as a new generation of "electronic rockstars".

For her, the decision to establish Cruel Kind Records was born from a desire for complete creative freedom. "I have reached a point where I wanted complete creative freedom," she explains. "Previously I released music through different labels, but now I am not just building a record stack, I am building an artistic universe. Cruel Kind gives me the space to develop that vision without compromise."

Lorak speaks candidly about the frustrations that ultimately led her to establish the imprint. "I have experienced first-hand multiple rejections because my sound, although being headliner material, didn't fit the genre box, so now I create a platform that supports the artists who refuse to be defined by genre, as long as they deliver impact."

That sense of determination runs throughout both the label and its inaugural release; "Control felt like the natural first statement because it's about reclaiming ownership of the label's sound, direction and identity," she says. "Cruel Kind's sound aims to move a stadium and thus we are looking for true electronic rockstars, uncompromised energy, structural development and cinematographic emotional impact."

The label's name itself reveals much about the thinking behind the project. At first glance, Cruel Kind appears paradoxical, but Lorak believes the contradiction perfectly reflects both life and art. "Life is rarely one thing. The strongest moments often exist in contradiction. You can experience beauty and pain at the same time, confidence and vulnerability, discipline and chaos."

She continues: "Cruel Kind represents that tension. The music isn't designed to be comfortable; it should challenge emotionally while still giving a sense of release on the dancefloor. Also, the name celebrates the duality of artists' power and vulnerability. I love contrasts, both visually and musically. That's how I think the most memorable experiences are created."

That fascination with duality extends beyond the music itself and into Lorak's understanding of what it means to be a contemporary electronic artist. "Being an electronic rockstar has nothing to do with ego or celebrity, perhaps just a little," she laughs. "It is about having the courage to stand for something distinctive and to generate energy strong enough to move a stadium."

In an era in which technology has lowered the barriers to entry, she believes individuality has become more valuable than ever. "In the era when anyone can technically make music, it is harder to stand out by creating a universe that people instantly recognise as yours. An electronic rockstar is not afraid to take risks, to have an uncompromising visual identity, a message and a personality that goes beyond current trends."

For Lorak, Cruel Kind is intended to champion exactly that. "I want Cruel Kind to support artists who create strong emotional experiences rather than simply tracks."

That ambition perhaps makes more sense when viewed through the lens of Lorak's unusual journey into electronic music. Before entering the scene, she spent years building an international career as a film director, photographer and creative strategist, experiences that continue to shape every aspect of her work. "I often see music through colours," she explains. "Not only the notes but also sound intensity and the range of frequencies."

She traces that experience back to an encounter in Bali. "This vision started from a shamanic sound-healing session in the Pyramids of Chi in Ubud. A 90-minute long session takes you through a range of various sounds that are designed to awaken your inner senses."

The experience left a profound impression. "The experiences I went through could perhaps be compared to a Hans Zimmer cinematic score performed by an orchestra or a large organ in London's St Paul's Cathedral. It made me see sound through colour."

Her background in film has also profoundly influenced her approach to production. "Another aspect that I have brought from filmmaking is structural development. I can't stand endless loops, although it can sound hypnotic to many. I am immediately bored. I need development and high contrast between the track's parts. I'm a sucker for drama, intense build-up and a thick drop."

Those instincts lie at the heart of her approach to balancing emotion and physical impact. "Emotion gives people a reason to remember a track. It is that cathartic moment with hands in the air people would remember for years. That peak moment of their night, their holiday or maybe even their youth."

At the same time, she says, "energy gives people a reason to move and release their joy, tension, suppressed anger and disconnect in a shared wave of fist pumping."

Finding harmony between those competing forces remains her greatest challenge. "I want to create records that work at five in the morning in a warehouse but still make you feel something when you listen alone on headphones. That is the balance I'm always searching for."

The title of her debut release, Control, reflects another tension at the centre of modern artistic life. "On the surface it sounds powerful, but the track is really asking a question: how much control do we actually have?"

As she points out, artists today are expected to fulfil countless roles simultaneously. "Nowadays artists are expected to be producers, marketers, content creators and entrepreneurs all at once. With all these extended expectations it's easy to lose yourself."

For Lorak, maintaining control means preserving something far more important than algorithms or visibility. "Real control isn't about controlling everything around you; it's about protecting your artistic identity despite all the noise."

That philosophy also extends to her role as a label owner. "Now I'm not only responsible for my own career but also for releases from artists who trusted us enough to submit demos and ultimately release on Cruel Kind."

Throughout the conversation, Lorak returns repeatedly to the idea of building worlds rather than individual releases. Unsurprisingly, many of her influences come from artists renowned for constructing complete creative universes; "David LaChapelle, Quentin Tarantino and Tim Burton are creators whose universes are instantly recognisable and fascinating to explore." She sees strong parallels between filmmaking and dance music. "Great directors understand pacing, tension and emotion, the same principles that make dancefloors work."

Fashion has proven equally influential. "I'm fascinated by fashion because it communicates identity before a single word is spoken. The strongest artists understand that visual choice and personal branding become part of the language they communicate to the world."

That broader perspective informs not only her artistic work but also the guidance she offers to emerging producers. "It's incredibly difficult because there is constant pressure to imitate whatever is currently working and fit into a box. But trends disappear very quickly."

Instead, she urges artists to focus on something more lasting. "Identity takes much longer to build. However, it is genuine and that's why it is valuable. The artists people remember are rarely the ones who followed trends; they are the ones who created their own lane."

Perhaps that is the clearest expression of Cruel Kind's wider mission. "I want Cruel Kind to become a home for artists whose sound and personality is bigger than most boxes. Not just producers, but storytellers. Not just DJs, but entertainers. People who care about sound, visuals, culture and pushing electronic music forward."

Her ambitions extend far beyond the release schedule. Events, fashion, merchandise, charitable initiatives and educational opportunities are all part of the long-term vision. "I want Cruel Kind to be a hub, not only facilitating music releases, but also planning events, fashion and lifestyle merchandise, charity projects supporting children's education and grants for aspiring artists."

Ultimately, however, the vision remains remarkably simple. "I hope people will say that Cruel Kind brought back old-fashioned label values of artist development and was not afraid to believe in artists with strong identities." She pauses before arriving at the line that perhaps best encapsulates the entire philosophy behind the label. "That it helped shape a generation of electronic rockstars."

If Lorak succeeds, Cruel Kind may prove that the most powerful artistic statements are often born from refusing to fit neatly into somebody else's category.

Nikka Lorak – Control is out now on Cruel Kind. Grab it on Beatport HERE.

Read the full interview with Nikka Lorak on The Night Bazaar HERE.