Brooklyn’s underground just got a little more exciting.
Matt FX, the cultural agitator, selector, and restless scene-shaper, is throwing open the doors to his latest mischief: Non-Friction, a house and indie dance imprint aimed squarely at the delirious hours when the party stops being linear and starts feeling like a fever dream. The ethos? Every release a story, every groove a wink.
The label kicked off September 12 with “Mira Como Bailo“, a jubilant, 303-streaked collaboration between Matt and Mexico City producer Dan Solo. A mantra of “watch me dance, see what I got!” becomes both a crowd command and a sly mission statement. “Initially the label began quite selfishly as a way of releasing a lot of music I’ve been working on over the last few years,” Matt told us. “That being said, in the months since I started toying around with the idea, a crew of collaborators and contemporaries has formed quite naturally around it – both here in NYC as well as in CDMX and Montreal – and I’m now looking to release around a dozen other artists and producers between now and the end of 2026!”
Even after its debut release, the label launch refuses to take a breath. September 19 brings “Kawasaki”, a three-way NYC collab that turns a jock-jam pulse into late-night velocity. A week later, Montreal’s The Fitness drops “Make It Strong”, a mantra-driven after-hours gem. And on October 3, Matt FX resurrects his Maximum Flavour project with Giorgio Beatsaface for “Sauté”, an Italo-fueled rave coda designed to scorch.
Matt implied that the label wasn’t ever going to take itself too seriously – a breath of fresh air in today’s industry. “I would describe the label’s sound as ‘cheeky’, with a sort of genre agnostic approach to dance music where there might be delirious minimal on one release with a hooky UKG track a couple weeks later! Sarcastic, self aware, silly.. I’m all about it.”
If “Mira Como Bailo” is the spark, then Non-Friction is about to set Brooklyn’s underground on fire over the next few weeks. After all, dance music is inherently fun. It’s nice to see a new imprint truly embrace that.
Stream “Mira Como Bailo” here.
The post Matt FX Launches Non-Friction, Brooklyn’s Next Great House Label appeared first on Magnetic Magazine.