The label, founded in 2010, is intended to be a creative outlet for Trouw’s diverse crew of resident dj’s and a worldwide network of artists affiliated to the club. Following the club’s vision the focus will lie on challenging the status quo of today’s electronic dance music and going beyond being yet another provider of dj-friendly musical fast food. Trouw has a strong affiliation with new media and art, which will shine through in many ways, be it through customised record sleeves, video clips or crossover projects with other like-minded organisations. The combination of club and label will help to connect music lovers from all over the planet with the local scene in Amsterdam and the many good things happening here.