Kruelty Launches Own Label ‘UNIT-13 INDUSTRIES’

After years of pushing the boundaries of industrial hardstyle, Dutch artist Kruelty officially launches UNIT-13 Industries: a new cross-genre record label dedicated to the darker side of electronic music. More than just a label, UNIT-13 is built as a creative platform where artists, listeners and the community grow together. Combining influences from industrial hardstyle, rawstyle and hard techno, the label aims to provide a home for music that doesn’t always fit within existing boundaries.

“For a long time there wasn’t really a home for this sound. Instead of waiting for someone else to build it, I decided to build it myself.” – Kruelty

Built from experience
The idea behind UNIT-13 comes from Kruelty’s own journey. Before becoming one of the most recognizable names in industrial hardstyle, it took years before his music was taken seriously. The sound was often described as too heavy, too extreme and too niche. Those experiences became one of the foundations of the label.

“I know what it’s like to send demos and hope someone will actually listen. That’s why every artist deserves a fair chance. Sometimes all someone needs is one person who believes in their vision.” – Kruelty

Every demo submitted to UNIT-13 receives genuine consideration, with the label placing artistic identity above trends or algorithms.

More than a record label
UNIT-13 is being developed as a complete creative ecosystem. At the heart of the project is the UNIT-13 headquarters, where nearly every aspect of the brand is created in-house. From music production and artwork to merchandise, branding and future concepts, everything starts under one roof. The headquarters is also home to a dedicated DJ recording studio where UNIT-13 artists will be able to record exclusive live sets and create new content.

Community first
One of UNIT-13’s core principles is accessibility. Rather than positioning itself as an untouchable label, UNIT-13 aims to create direct interaction between artists and fans.
During this year’s Amsterdam Dance Event, the label is about to announce its very first UNIT-13 Community Event. Visitors will have the opportunity to meet Kruelty, connect with other fans, experience the label up close and participate in several unique initiatives.

“I don’t want people to feel like they’re watching from the outside. I want them to feel like they’re helping build UNIT-13 with us.” – Kruelty

One of those initiatives is the official UNIT-13 USB Drop-Off. Artists can personally hand Kruelty a USB containing their music. Every submission will be reviewed after the event and standout tracks may even find their way into one of his Amsterdam Dance Event performances. An open DJ booth will also allow members of the community to perform alongside Kruelty throughout the day.

Looking ahead
UNIT-13 INDUSTRIES launches with an ambitious vision that extends far beyond music releases. Alongside a growing release schedule, the label is working toward its own events, international stage hostings, merchandise, exclusive artist content and a creative platform where industrial music can continue to evolve. Rather than following trends, UNIT-13 aims to create its own world: one built on authenticity, creativity and opportunity.