Interview with Jordy Bruins of E23 Records

E23 Records is one of those labels that doesn’t just release music: it releases a feeling, a philosophy, and a cultural signature. Founded by Jordy Bruins and supported by a close-knit circle of creative partners, E23 has become a breeding ground for electro, EBM, wave, and everything that breathes what they themselves call “a signal from the void.” With the upcoming Primer EP on the horizon and support from respected distributors like Clone, Bordello A Parigi, and Red Eye Records, it’s time to take a closer look at the artists and ideas driving this emerging label. I spoke with Jordy about his musical journey, the origins of E23, and the vision behind their new release.

Jordy, for those who don’t know you: can you tell us who you are, what your role is within E23 Records, and how your musical journey began?

My musical journey began as a child, always listening to music and searching for more for different sounds. Around 1988 to 1994, house and related electronic genres were emerging. I quickly knew I wanted to become a DJ, something I started pursuing seriously around the year 2000. In 2003 I finally had the money for gear and records, and from there things evolved: from DJing to producing, to teaching, to running various web labels such as Prowess Records and Reblin Records. Now I run a physical label, E23 Records, where I handle everything on the management side. But the creative work is shared with Michiel van Overmeire (Mavanov) and Daan Mens from Studio Spass, who designs the artwork such as record sleeves and event flyers.

E23 Records calls itself “a signal from the void.” What does that message mean to you personally, and how does it echo in the upcoming release?

You can talk endlessly into the void. But sometimes, the void talks back. And when it does, you need to listen carefully. You hear that philosophy reflected in the strict selection process of what we release, how the music resonates, what it expresses, and what it means to us.

How did E23 come into being? Was it a response to something in the scene, or a way to preserve your own creative freedom?

Throughout my career there have always been two genres I was most involved with: techno and electro. Most of my focus went to techno over the past 25 years, but suddenly there was a spark, a pull, a Muse calling. Working on music with Mavanov led to the idea of starting a label. But we wanted it to be vinyl-based, not (just) digital. The electro scene is a warm community that welcomes old and new talent, new ideas, and new sounds. Especially among our friends representing the “west-coast sound of Holland,” Intergalactic.FM. And yes it also felt good not to meet anyone else’s expectations, but to maintain full creative autonomy.

The new release, Primer EP, is coming via Clone, Bordello A Parigi, and Red Eye Records. How did these collaborations come about?

We owe all of this to our distributor Otto from Bordello A Parigi. Apparently he believes in the music enough to support it. We’re receiving a lot of positive feedback, which is great to see. Thanks to Brewpub De Kromme Haring in Utrecht we can host a release party, and Fluor in Amersfoort gave us the opportunity to host a label night on February 14 to celebrate our second release which, indeed, is already on its way.

What defines the E23 sound? Which elements make a track truly “E23-worthy”?

At its core the label revolves around electro, but we’re also heavily inspired by EBM, wave, acid, and even Italo. You could simply call it electro with these influences, but of course, it’s more than that.

E23 has a strong visual identity: minimalist, mysterious, and retro-futuristic. How important is that to the music?

It’s closely connected to the music. I’m still deeply influenced by the cyberpunk aesthetics of 80s and 90s anime and by how those aesthetics shaped Western design as well. Think of the WipEout games on PlayStation: conceptually so strong that they became a ‘Gesamtkunstwerk’ rather than “just a game.” That retrofuturism plays a major role: a snapshot of a specific era, yet still timeless.

Vinyl remains a core part of your releases. What does the physical medium mean to you and your audience?

As a DJ, I simply enjoy spinning vinyl more. Playing records is an experience. And in today’s digital age, there are problems: Spotify pays artists very little, even though musicians make the platform possible. Bandcamp is great but ownership changes raise concerns. Young people are rediscovering that physical ownership, a record or CD, is real ownership. Digital purchases can disappear; physical media cannot. The physical process also inspires me to bring out the best in myself and in our label.

You often mention influences like Factory Records and Gerald Donald. How do you translate that inspiration into a modern release?

Factory Records was more than a label. Creative freedom was everything, which led to both brilliant results and notable problems. But it was about authenticity, and that inspires us. Gerald Donald is a legend with a completely distinct sound, perfectly aligned with his concepts think of Arpanet, with titles like ‘Wireless Internet’ years before consumers even owned that technology. His vision, sound design, and artwork are incredibly inspiring. Like him, we love using older equipment and creative sampling techniques.

Can you tell us something about the artists behind this release and your collaboration?

All artists are from Amersfoort, a fertile ground for our sound, in our opinion. Musicians with vision and passion that align with ours and with the label’s aesthetic.

What do you hope listeners take with them when they hear this release for the first time?

We hope it fires up the imagination. If you spoon-feed too much, there’s no room for fantasy. I’d rather ask listeners what they hear or feel. Feel the rhythm, smell the melodies, taste the emotion, read the titles, and listen to what is unfolding. Cross out what it cannot be and transform it into your own world.

Final thoughts

With the Primer EP, E23 Records marks an important step in its evolution: uncompromising electro with a distinct visual and creative identity. What began as a spark has grown into a label full of vision, depth, and a steadily expanding community inside and outside Amersfoort. If this is the direction E23 is heading, fans of electronic music can look forward to an exciting series of releases in the coming years.

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