Owsla

Owsla is an American electronic music record label and creative collective founded in 2011 by Sonny Moore, better known as Skrillex, together with Tim Smith, Kathryn Frazier, and Clayton Blaha. Skrillex publicly announced the label on August 17, 2011. Its name comes from Richard Adams's novel Watership Down, where the Owsla is the governing caste within a society of rabbits. The reference helped give the label a distinctive identity associated with community, hierarchy, and an alternative creative culture. The label was established during a period when electronic dance music was expanding rapidly but many artists still faced restrictive or poorly matched label arrangements. Owsla presented itself as an artist-centered platform intended to provide emerging and established electronic musicians with stronger creative support, label resources, and access to Skrillex's network. Its debut release was Porter Robinson's Spitfire, followed by releases associated with artists including Zedd, Gesaffelstein, and What So Not. Among the releases specifically associated with the label were Zedd's Shave It, Gesaffelstein's Aleph, and What So Not's Jaguar. Owsla's activities extended beyond conventional record releases. In 2012 it introduced The Nest, a subscription service offering benefits such as early access to Owsla music. The Nest also supported a broader digital community through Nest HQ, a website focused on presenting electronic artists and music. In 2013, Owsla partnered with Bromance Records to establish Bromance US, an American branch that issued material connected with artists such as Gesaffelstein, Illangelo, Brodinski, and LOUISAHHH!!!. Owsla also developed Owsla Goods, a fashion and merchandise-oriented arm. The label combined music releases with charitable and community initiatives. Its Nestivus Charity Campaign, launched in 2014, used holiday programming and related initiatives to raise proceeds for Bridges for Music, an international nonprofit supporting music-related social development. Owsla marked its fifth anniversary with a Los Angeles event on September 18, 2016. In accounts of the label's formation and operating philosophy, Skrillex and Owsla personnel emphasized the importance of building a trusted creative family and signing artists when there was genuine commitment from the organization as a whole. On May 5, 2017, Owsla released Howsla, an annual compilation that presented a concentrated selection of bass-oriented house music. The compilation was characterized by northern British bassline-house influences, including heavy low-end melodies, forceful drums, and syncopated rhythmic movement. Owsla subsequently became less publicly active. The label was described as dormant after the release of Salvatore Ganacci's Boycycle EP in 2020. No official announcement confirming closure or a permanent change in status has been identified, although the Nest HQ library was reportedly removed in 2024. Accordingly, Owsla's current operating status remains uncertain rather than definitively defunct.

Owsla was founded in 2011 by Sonny Moore, known professionally as Skrillex, with Tim Smith, Kathryn Frazier, and Clayton Blaha. Skrillex announced the label on August 17 of that year. The name was drawn from Richard Adams's Watership Down, in which it identifies the governing group in a rabbit society. Rather than functioning only as a vehicle for Skrillex's own work, Owsla was conceived as an artist-centered electronic music company and creative collective. Its stated rationale was to give artists access to better label arrangements, resources, and support than they might otherwise receive. The first Owsla release was Porter Robinson's Spitfire. The label's early catalog also included releases associated with Zedd, Gesaffelstein, and What So Not, including Zedd's Shave It, Gesaffelstein's Aleph, and What So Not's Jaguar. Owsla's A&R philosophy emphasized strong internal enthusiasm for an artist and a commitment extending from senior leadership through the broader organization. This approach positioned the label as a selective, personality-driven home for electronic artists rather than a purely volume-oriented catalog business. In 2012, Owsla expanded its relationship with listeners through The Nest, a monthly subscription service that offered benefits including early access to new releases. The Nest developed alongside Nest HQ, a digital platform intended to give exposure to electronic musicians. In 2013, Owsla partnered with Bromance Records to create Bromance US, bringing a United States branch of the French label's activities to the Owsla ecosystem. The partnership was associated with releases from Gesaffelstein, Illangelo, Brodinski, and LOUISAHHH!!!. Owsla also pursued charitable and lifestyle extensions. In 2014 it launched the Nestivus Charity Campaign, a series of holiday initiatives whose proceeds went to Bridges for Music, an international music nonprofit. Owsla Goods served as the label's fashion-oriented wing. These activities reinforced the idea that Owsla was a broader cultural platform encompassing music discovery, artist community, merchandise, and social-impact programming. The label celebrated five years of operation with a Los Angeles party on September 18, 2016. In a video associated with the event, Skrillex described his motivation as a love of music and the importance of surrounding himself with trusted people. General manager Blaise DeAngelo connected the label's formation to the difficulties artists, including Skrillex, could encounter with conventional record companies. Head of A&R Chris Morris similarly described Owsla as an artist-driven organization. On May 5, 2017, Owsla issued Howsla, an annual compilation focused on bassline-house influences. The project was noted for its heavy bass, forceful drums, and agile rhythmic feel, and represented the label's role in presenting a coherent aesthetic across multiple artists. Owsla remained associated with electronic releases into the following years, but its activity later diminished. It was described as dormant in 2020 after Salvatore Ganacci's Boycycle EP. There has been no official announcement establishing whether the label has closed, and the reported deletion of the Nest HQ library in 2024 further complicated its public presence. Owsla's present status is therefore best recorded as unknown rather than definitively active or defunct.

• 2020

  Label activity becomes dormant

  [1]Owslaen.wikipedia.org

  Owsla was described as dormant after Salvatore Ganacci's Boycycle EP, without a formal closure statement.

• 2017

  Howsla compilation is released

  [1]Owslaen.wikipedia.org

  The label released Howsla, a compilation centered on bassline-house and related electronic styles.

• 2016

  Fifth anniversary celebration

  [1]Owslaen.wikipedia.org

  Owsla marked its fifth anniversary with a Los Angeles party on September 18.

• 2014

  Nestivus Charity Campaign begins

  [1]Owslaen.wikipedia.org

  Owsla launched holiday initiatives benefiting Bridges for Music.

• 2013

  Bromance US is created

  [1]Owslaen.wikipedia.org

  Owsla and Bromance Records partnered to establish Bromance US.

• 2012

  The Nest subscription launches

  [1]Owslaen.wikipedia.org

  Owsla introduced a monthly subscription with benefits including early access to label releases.

• 2011

  Owsla is founded and announced

  [1]Owslaen.wikipedia.org

  Skrillex, Tim Smith, Kathryn Frazier, and Clayton Blaha founded Owsla, which Skrillex announced publicly on August 17.

• 2011

  Spitfire becomes the debut release

  [1]Owslaen.wikipedia.org

  Porter Robinson's Spitfire became Owsla's first release.

An artist-driven electronic music label and creative platform focused on supporting artists with distinctive music, label resources, community, and ancillary digital and fashion initiatives.

• Music subscription service · 2012

  The Nest

  A monthly Owsla subscription launched in 2012. Its documented benefits included early access to Owsla releases, making it a direct channel between the label and its listener community.

• Digital music platform

  Nest HQ

  A website associated with Owsla that focused on giving exposure to electronic music artists. Its library was reportedly deleted in 2024.

• Fashion and merchandise

  Owsla Goods

  Owsla's fashion-oriented wing, extending the label's identity beyond recorded music into apparel and merchandise.

• Compilation album · 2017

  Howsla

  An annual Owsla compilation released in 2017. It presented a focused selection of bass-oriented house music shaped by bassline-house rhythms, heavy low-end melodies, hard drums, and syncopated movement.

• Label partnership and imprint · 2013

  Bromance US

  An American branch created through a 2013 partnership between Owsla and Bromance Records. Its documented associated artists included Gesaffelstein, Illangelo, Brodinski, and LOUISAHHH!!!.

• 2016Owsla Fifth Anniversary Celebration

  United States

  A Los Angeles event held on September 18, 2016, accompanied by a video discussing Owsla's origins, artist-first philosophy, and creative community.

  Outcome. The event publicly commemorated five years of Owsla's operation.

  Source
• 2014Nestivus Charity Campaign

  International

  A series of holiday initiatives organized through Owsla's Nest community, with proceeds directed to Bridges for Music, an international music nonprofit.

  Outcome. The campaign supported Bridges for Music; the available reference does not provide a financial total or detailed participation figures.

  Source

• 2020

  Reduced activity and dormancyStrategy

  Background

  Owsla's public release activity declined after years of label, digital, charitable, and fashion initiatives.

  Action taken

  The label became dormant following Salvatore Ganacci's Boycycle EP, according to the available reference material.

  Aftermath

  No official announcement clarified whether Owsla had closed, and its current status remains uncertain.

  Source

• 2017

  Release of HowslaProduct launch

  Background

  Owsla used an annual compilation to present a coherent label sound and spotlight electronic artists.

  Action taken

  The label released Howsla, emphasizing bassline-house and bass-oriented electronic music.

  Aftermath

  The compilation reinforced Owsla's association with a focused bass-heavy electronic aesthetic.

  Source

• 2014

  Creation of the Nestivus charitable programStrategy

  Background

  Owsla extended its community role beyond music distribution through a holiday fundraising initiative.

  Action taken

  The label organized holiday activities whose proceeds benefited Bridges for Music.

  Aftermath

  The initiative connected Owsla's audience and subscription community with an international music-focused nonprofit.

  Source

• 2013

  Partnership with Bromance RecordsM&A

  Background

  Owsla expanded its label network and United States presence through cooperation with Bromance Records.

  Action taken

  The companies created an American branch called Bromance US.

  Aftermath

  Bromance US released music associated with Gesaffelstein, Illangelo, Brodinski, and LOUISAHHH!!!.

  Source

• 2012

  Launch of The Nest subscriptionProduct launch

  Background

  Owsla sought to deepen its relationship with listeners and provide a dedicated channel for label content.

  Action taken

  The label introduced a monthly subscription with benefits including early access to Owsla releases.

  Aftermath

  The Nest became part of Owsla's wider digital ecosystem, which also included Nest HQ.

  Source

1. 1Owslaen.wikipedia.org