Owsla

Lore & Background

The label's influence is deeply tied to the evolution of the genre itself. By signing artists who blended trap, drum and bass, and hardcore into their dubstep foundations, Owsla helped steer the scene away from the predictable "wobble" tropes of the early 2010s toward a more diverse, aggressive, and technically complex soundscape. It stands as a testament to Skrillex's vision: that music should be chaotic, energetic, and unafraid to break the rules.

In Their Own Story

The neon lights of the warehouse flicker in time with the sub-bass shaking the floorboards. In the corner, a young producer nervously adjusts his headphones, watching the waveform on his screen spike into the red. This is the Owsla stage, where the air smells of ozone and anticipation. A voice booms over the PA system, not commanding but inviting: 'Drop it.' The beat hits—a jagged, futuristic rhythm that tears through the silence. For a moment, there is no past or future, only the raw, unfiltered power of sound connecting every listener in the room.

Reader's Guide

Owsla operates with a distinct mission to nurture innovation within the bass music scene, acting as both a traditional record label and a collaborative collective. Its primary goal is to provide a platform for artists who prioritize sonic experimentation over commercial trends, often releasing tracks that challenge standard radio formats. Key figures signed to the roster include heavyweights like RL Grime, known for his melodic dubstep, and Zeds Dead, who brought a unique hip-hop infused sound to the forefront. The label also famously supported Alvin Risk and Kill the Noise during their rise to prominence in the trap and bro-step subgenres. The collective's influence extends beyond its discography; it has shaped the culture of electronic music festivals and online communities by encouraging cross-genre collaboration. By fostering an environment where producers can freely share ideas, Owsla has ensured that the spirit of dubstep remains dynamic and ever-evolving.

Did You Know?

• The name 'Owsla' comes from the fictional rabbit society in Richard Adams' novel 'Watership Down', not from Skrillex's previous band.
• The label adopted an open submission model for electronic music producers, a practice also employed by other labels like Mad Decent and Disciple around the same time.
• Many artists on Owsla have collaborated directly with Skrillex on major chart-topping releases and remixes.

Founding Vision and Origins

Established in 2011 by Skrillex, Tim Smith, Kathryn Frazier, and Clayton Blaha, Owsla emerged as a direct response to the frustrations artists faced with traditional record deals. Skrillex officially announced the collective on August 17, 2011, aiming to build a supportive family environment for electronic music creators who lacked adequate resources or fair contracts. The label's name draws inspiration from Richard Adams' novel Watership Down, referencing the governing caste of wild rabbits, symbolizing a structured yet organic community. Its inaugural release was Porter Robinson's "Spitfire," setting a high bar for quality. General Manager Blaise DeAngelo later noted that Skrillex's personal experiences with industry hurdles motivated this venture. The core philosophy remained artist-driven, ensuring that passion and belief from leadership were prerequisites for signing new talent, effectively creating a sanctuary for innovative sounds outside the mainstream corporate machinery.

Strategic Growth and Community Initiatives

Beyond standard record distribution, Owsla cultivated a unique ecosystem through strategic partnerships and community-focused programs. In 2012, they launched The Nest, a monthly subscription service offering fans early access to releases and exclusive content. This model fostered a direct connection between the label's roster and its audience. Expanding their reach, a 2013 collaboration with Bromance Records created an American branch, bringing international acts like Gesaffelstein and Illangelo to US audiences. The label also demonstrated strong social responsibility through the Nestivus Charity Campaign in 2014, where holiday initiatives funneled all proceeds to Bridges for Music, a nonprofit dedicated to music education globally. These efforts highlighted Owsla's commitment to supporting artists not just commercially, but socially and culturally, reinforcing their identity as more than just a business entity.

Artistic Identity and Notable Releases

Owsla quickly gained prestige by championing high-profile electronic tracks that defined the era's sound. Following Porter Robinson's debut, the label released prominent works such as Zedd's "Shave It," Gesaffelstein's "Aleph," and What So Not's "Jaguar." The roster was curated with a strict emphasis on artistic passion, a principle reiterated by Head of A&R Chris Morris. This dedication culminated in 2017 with the release of their annual compilation album, Howsla. Pitchfork described this collection as a focused exploration of bassline house, characterized by greasy low-end melodies and hard-thwacked drums originating from northern UK culture. The label also diversified its brand through subsidiaries like Nest HQ, which provided exposure for emerging artists, and Owsla Goods, a fashion wing that extended the collective's aesthetic influence into apparel.

Dormancy and Final Chapter

After celebrating five years of operation with a Los Angeles party in September 2016, where Skrillex emphasized the importance of surrounding oneself with good people, the label eventually entered a period of quietude. The final official release was Salvatore Ganacci's Boycycle EP in 2020, after which Owsla went dormant without issuing any formal statement regarding its future status or closure. While no official announcement ever explained the cessation of operations, the digital footprint of the brand began to fade significantly years later. In a definitive move signaling the end of an era, the Nest HQ library was quietly deleted in 2024. This silent conclusion marked the end of a label that had once stood as a pillar for electronic music artists seeking autonomy and genuine support within the industry.

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