Created by Yam Who? in East London, 2009. Drawing heavily on inspiration from the hedonistic, downtown creative vibe of 70's & 80's New York and integrated within the modern London dance scene. ISM is a progressive label, open to all cultural influences. The sound of the label, mostly song based and musical is firmly focused in world of electronica and cutting edge technology and home to the likes of NYC disco band Odyssey, Natasha Watts, Birdee, Alena, Saucy Lady, Slync and more.