Artefracture describes itself as “High class culture with a lo-fi aesthetic. A punk rock heart with impeccable DIY ethics.”
It’s a sort of anti-record-label record label, focused on exposing the unsung heroes of the Hong Kong music scene. In their own words, they want to “give a home to the bastards and runts in the music community who are actually profound visionaries – the unique gems that are playing the street corners and the toilet circuit or slaving over a hot computer at home to produce the best songs you’ve never heard.”
Releasing albums on a pay-what-you-like basis, it removes the focus away from money and directly onto the pure appreciation of good music. It’s just the kind of attitude towards music that Hong Kong needs. No cookie-cutter packaging and no restrictions.
Though some of the label’s music is not my personal taste, that is besides the point. The main idea is that it allows everyone to discover this great variety of music coming out of out city. It gives us instant access to the gritty, untamed and authentic sounds that our musicians have to offer. I’m hoping to see more genuine music being created and promoted because of the unapologetic efforts of labels like Artefracture.