Ozzy Riot’s PLUM JUICE: Breaking Rules, Beats, and Boundaries

In this Q&A, Ozzy shares the story behind the label, how she finds and supports new talent, and why tools like LabelRadar have become essential to her process. She also gives us a look at what’s ahead for PLUM JUICE in 2025 — and what she’s really looking for when scouting demos.

Tell us the story behind PLUM JUICE. What inspired you to launch your own label, and how does it reflect your personal sound and philosophy?
Answer:
To be brutally honest: I just got tired of playing by other people’s rules. I wanted a space where I could do things my way – no compromises, no algorithm-chasing, no easy to digest, just pure expression. Call it delulu or idealism – both probably fit.

PLUM JUICE was born out of the desire to steer the scene in a direction that feels more human again. I want the people to build a connection to that lovely, interesting and funny person behind the music they listen to. Away from mass consumption and faceless hype – and toward a culture where there's space for soul, mistakes, and actual people behind the beats. I want PLUM JUICE to bring people closer together, provoke with wit and charm, make them think and reconsider.

César A. Cruz once said: “Art should comfort the disturbed and disturb the comfortable.” I live by that.

I grew up glued to MTV – it was my religion. A chaotic cocktail of music, art, absurdity, and rebellion. But more than anything, it gave me grit. It made me believe I could be weird, loud, vulnerable – and still belong. That spirit runs deep in PLUM JUICE!

So yeah, the label is kind of my musical therapy session – just with a better bassline and fewer emotional breakdowns - unless you count the drop 😄
PLUM JUICE might not save the world – but if our music makes one person dance like a lunatic and forget about tomorrow, we're doing something right.

You’ve been part of some incredible lineups and venues – how do those experiences inform the curation of artists and releases on PLUM JUICE?
Answer:
Let’s be honest – once you’ve seen a dancefloor explode at 4am to a track that was made in someone’s bedroom, you understand the magic we’re chasing. Those moments taught us one thing: Good techno doesn’t ask for permission. So when we curate artists for PLUM JUICE, we look for that same energy – real, unapologetic and ready to slap at peak time!

What do you look for in an artist when considering them for a release on the label?
Answer:
First things first: The music has to punch me right in the feels. No checklist, no trend-hopping – I’m looking for goosebumps, weird grins, or that “WTF did I just hear?” moment.

Just as important: The artist needs to be real. And by “real” I mean – they produce their own stuff, have something to say, and aren’t just chasing clout.

I want to work with people who lift others up instead of stepping on necks for attention. Basically: No divas, no egos, and no soulless factory techno. If you’re making music from the heart and not from a sales strategy – you'll have my full support! I'll put you on a pedestal, shine all the spotlights on you and sprinkle you with glitter!

PLUM JUICE is known for pushing genre boundaries. How do you approach A&R and the selection of tracks that align with your vision?
Answer:
We like music that doesn’t ask for directions. If a track makes us go, “What the hell was that… play it again,” it’s probably a fit. Genre rules are just suggestions anyway – we’re here for innovation, not imitation.

You’ve recently launched a mix series – Noise Lab! Can you tell us how this fits into the broader creative output of the label?
Answer:
Noise Lab! is our way of giving love (and loudspeakers) to artists we truly believe in. It’s more than a mix series – it’s a window into the PLUM JUICE universe, where vibes matter more than charts.

It’s our way of saying: “Hey, this artist deserves your ears.” Whether it’s one of our label acts or a creative soul from outside our roster – if we love what they’re doing, they get a spot. Simple as that.

It’s about vibes, discovery, and building bridges between artists and listeners. Some episodes might make you dance in your bedroom. Others might make you text your ex. That’s fine. That’s art!

You’ve been using LabelRadar as part of your release strategy. How has it helped streamline the demo submission process for PLUM JUICE?
Answer:
Before LabelRadar, our demo inbox looked like a lost game of Tetris – emails, DMs, smoke signals. Now it’s all in one place, and we can actually listen to the demos instead of playing inbox detective. It’s a lifesaver!

What’s the biggest benefit of using LabelRadar from a label perspective, especially as an independent artist-led imprint?
Answer:
Time is valuable and we’d rather spend ours listening to bangers than digging through attachments named “final_final_master_V3.8_REALLY_FINAL.wav” 😄 LabelRadar keeps it clean, efficient, and focused – just like our kicks!

Have you discovered any standout artists through LabelRadar that you may not have otherwise come across?
Answer:
Oh yes! Some of our favorite discoveries came out of nowhere – like, “who the hell is this and why does this track go so hard?” Without LabelRadar, they might still be in our spam folder. So yeah, big love for the radar!

Supporting emerging talent seems core to PLUM JUICE. How do you balance elevating newcomers while maintaining a distinct sound?
Answer:
Think of it like seasoning. We’ve got a strong flavor, but we’re always open to new spices. As long as it fits the vibe and doesn’t taste like everyone else’s stew, we’re cooking. Plus, new artists keep the scene fresh and unpredictable – and we’re all about that.

How important is accessibility and community when building a label ecosystem, and how do platforms like LabelRadar help you nurture that?
Answer:
Accessibility isn't a buzzword - it's a basic requirement. If your label feels like a members-only club, you're doing something wrong. LabelRadar helps keep our doors open to talent that might not have “the right contacts” but definitely have the right sound.

What’s your approach to marketing and building momentum behind a release in today’s saturated digital space?
Answer:
We like to think of it as storytelling with a bassline. If your release just shows up like “Hi, I exist,” it’ll drown in the noise. We give people a reason to care – whether it’s a funny interview, a weird teaser, a behind-the-scenes, or a meme that somehow becomes a launch campaign. Techno doesn’t have to be serious all the time.

How do you see tools like LabelRadar fitting into the future of independent electronic labels?
Answer:
It’s like having a sixth sense for fresh talent. These platforms are the future – period. They help us break out of our echo chambers and hear what’s bubbling up from the underground. Without that, we’d all be recycling the same loops forever.

What’s next for PLUM JUICE in 2025? Any upcoming releases, collaborations, or events fans should know about?
Answer:
Oh, 2025 is going to be juicy! We’ve got releases that’ll blow your subwoofers and collabs that might raise a few eyebrows. We’re planning label nights with proper vibes, not just big names for the line-up. Think raw warehouses, strobes, sweat – you know, the good stuff. And yeah, Noise Lab! is mutating into something even wilder. Stay tuned, or better yet – stay weird!

If you could give one piece of advice to aspiring artists submitting demos on LabelRadar, what would it be?
Answer:
Easy: Be real – and be ready!
Send us your sound, not what's trending. We’re looking for something with guts, personality, and maybe even a little chaos. And don’t overthink it. If it’s honest and hits – we’ll feel it.