Gooddroid on the Loveless Records Vibe: "Build Up, Then Orgasm, Then Hang"
Photo by Lucy Watson Loveless Records boss Adrianna "Gooddroid" Moschides.
What do matching tattoos, gay porn, and local DJ Adrianna "Gooddroid" Moschides have in common? It takes a little of all three to tell the tale of her label, Loveless Records.
"This story is awesome," she says, turning the clock back to 2011. Back then, she was busy casting and editing for an alt gay porn site, and in her off time, she was obsessing over beats.
"I just wanted to have an outlet for the music I love. My brain is a fuckin' encyclopedia of music. I remember every song I've ever heard."
She brought her two influences together and created Dubporn Records, unleashing loads of heavy bass, à la U.K. garage.
"This was back when dubstep was real," she says. "It wasn't the fuckin' amalgamation it's become."
A few months and about 15 digital releases later, things were going pretty well. Moschides and partner Lauren Valdez were living the dream -- until the latter took the relationship to the next level: tattoos.
"I was really bummed one day, and she wanted to cheer me up about life, so she got a Dubporn tattoo on her chest," Goodroid recalls. "I'm like, 'Oh my God, this is weird and awesome. I'm so glad you love me enough to get it tattooed.'"
Moschides followed suit by getting the same tattoo on her arm, and that was pretty much the end.
"You know the rule about how matching tattoos ruin all relationships?" she laughs. "About a week later, I changed the name." And thus, Loveless Records was born.
But it was all for the better. Though the label is based in Miami, most of her artists are European, and it turns out the Euro market takes a lot better to Loveless, named after Moschides favorite My Bloody Valentine record, than something with porn in the name.
"After we changed the name, everything skyrocketed," she says. PR firms picked up the label, the roster expanded to include about 40 artists worldwide, and Gooddroid made a strategic shift to release only on vinyl.
"Nowadays, because of piracy issues, it's better to press on vinyl first and then release on digital," she explains. "That's the only way an artist can make money these days, through vinyl. To sell records digitally and make money, you've got to sell thousands and thousands. The last release I put out digitally was pirated in one hour."
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