Label
Our Choice
Our Choice is a German experimental music label from 1990-1994, known for its raw analog releases and political undertones.
About
Our Choice, the German label active from 1990 to 1994, occupied a liminal space in the industrial and experimental soundscape. With a distinct preference for analog formats, it sculpted a catalog that resonated with the raw energy of the period. The label's name, a curious nod to political rebellion, hinted at the undercurrents of dissent woven through its releases. Notable titles include Die Skeptiker's "Live (1994)" and Shiny Gnomes' "MC Creatrix (1994)", both etched into vinyl, capturing the immediacy of live performance and a process-driven ethos. Our Choice's roster was interdisciplinary, embracing the harsh textures of Die Krupps' "The Power" and the fractal rhythms of Mouse on Mars' "Actionist Respoke" VHS. This singular VHS release stands as an exploratory artifact, capturing the visual dimension of their aural landscapes. The political dimension of the label found its voice in releases like Tommi Stumpff's "13 Minuten Massaker" and Die Skeptiker's series of politically charged LPs, each a sonic protest in its own right. In an era when digital was dawning, Our Choice remained steadfastly analog, a choice that imbued its catalog with a tactile authenticity. The label's brief lifespan and obscure status render it a fascinating footnote in the history of experimental music—a testament to an interdisciplinary approach, where each release was not merely an album but a fractal piece of a larger narrative.
