Born from parents of Nigerian descent, Chino Amobi's vision as Creative Director and Chief Designer of NON is to break down long-standing Eurocentric perceptions of dance and experimental music.
Amobi focusses instead on musicians who are either African or of the African diaspora, and lets the producers and singers have direct ownership over what is theirs, bending music-industry rules that are still largely colonial. It's a political label, for sure, but the music itself sounds like nothing else. After all, "bass music" has become its own blanket term for almost any sort of club music, and while most of NON's output could light the floor up like matches and gasoline, very little of it is easily classifiable or delineated by genre. Because like Amobi's own lineage, NON's music is first generation - born out of histories and bloodlines given little voice before.