{"title":"Purr","description":"\u003cp\u003e\u003cmeta charset=\"utf-8\"\u003e\u003cspan class=\"bio-text\" data-bind=\"visible: !editingText(), html: bioPartOne\"\u003eIn 2025, Vel launches PURR, her new imprint. Under her spell, Purr brings to life what is digitally encoded, purifying the\u003cspan\u003e \u003c\/span\u003e\u003c\/span\u003e\u003cspan\u003e\u003c\/span\u003e\u003cspan data-bind=\"visible: !editingText() \u0026amp;\u0026amp; moreText(), html: bioPartTwo\"\u003eunreal and infusing surrealism into the everyday routine. Straight out of this world, the new label feels genuine, almost like a dream. Revered and reverberated, with a strong emphasis on textures, bass, vibrations, and resonances, Purr is purring.\u003c\/span\u003e\u003c\/p\u003e","products":[{"product_id":"limited-edition-12-vinyl-purr-pleaseinsert_iloveyou","title":"Limited Edition 12\" Vinyl Purr \"pleaseinsert_ILOVEYOU\"","description":"\u003cdiv class=\"tralbumData tralbum-about\"\u003e\u003cbr\u003e\u003c\/div\u003e\n\u003cdiv class=\"tralbumData tralbum-about\"\u003e\n\u003cmeta charset=\"utf-8\"\u003ereleases April 18, 2025\u003c\/div\u003e\n\u003cdiv class=\"tralbumData tralbum-about\"\u003e\u003cbr\u003e\u003c\/div\u003e\n\u003cdiv class=\"tralbumData tralbum-about\"\u003eVel launches PURR with an infectious first VA: P:\\URR(V1)_pleaseinsert_ILOVEYOU\u003cbr\u003eOn April 18, 2025, Vel unveils the first-ever VA on her new label, PURR, marking a significant milestone in her rising career. Titled P:\\URR(V1)_pleaseinsert_ILOVEYOU, this six-track compilation, featuring six cutting-edge artists, is ready to infiltrate and corrupt the electronic scene.\u003c\/div\u003e\n\u003cdiv class=\"tralbumData tralbum-about\"\u003e\n\u003cbr\u003eA transmission of club energy, ASMR, and mental overload\u003cbr\u003eWith P:\\URR(V1)_pleaseinsert_ILOVEYOU, Vel curates a lineup of fearless programmers. Each track is engineered to execute in the club environment, embedding ASMR-like frequencies and intricate sonic patterns that phish the listener’s senses. This release encrypts a new strain of fast, introspective, cerebral electronic music.\u003cbr\u003eA paradox in code: when love mutates into chaos. This VA draws its core inspiration from the infamous ILOVEYOU virus, a digital plague born from obsessive passion, proof that an emotion too powerful can spiral into devastation. Much like the virus that once spread uncontrollably, P:\\URR(V1)_pleaseinsert_ILOVEYOU infiltrates the mind, its hypnotic intensity spreading through each beat.\u003c\/div\u003e\n\u003cdiv class=\"tralbumData tralbum-about\"\u003e\n\u003cbr\u003eWith mastering entrusted to In Aeternam Vale and visual identity crafted by Yann Rachon, this release is set to deploy worldwide, embedding its signature into the circuitry of contemporary electronic music.\u003c\/div\u003e\n\u003cdiv class=\"tralbumData tralbum-about\"\u003e\u003cbr\u003e\u003c\/div\u003e\n\u003cdiv class=\"tralbumData tralbum-credits\"\u003ereleases April 18, 2025\u003c\/div\u003e","brand":"Purr","offers":[{"title":"Default Title","offer_id":51228477981005,"sku":"PURV001","price":13.0,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0508\/9243\/9752\/files\/MockupPURR.png?v=1741688007"},{"product_id":"purr-pleaseinsert_iloveyou-digital","title":"Purr \"pleaseinsert_ILOVEYOU\" - Digital","description":"\u003cdiv class=\"tralbumData tralbum-about\"\u003eVel launches PURR with an infectious first VA: P:\\URR(V1)_pleaseinsert_ILOVEYOU\u003cbr\u003eOn April 18, 2025, Vel unveils the first-ever VA on her new label, PURR, marking a significant milestone in her rising career. Titled P:\\URR(V1)_pleaseinsert_ILOVEYOU, this six-track compilation, featuring six cutting-edge artists, is ready to infiltrate and corrupt the electronic scene.\u003c\/div\u003e\n\u003cdiv class=\"tralbumData tralbum-about\"\u003e\n\u003cbr\u003eAn infected transmission of club energy, ASMR, and mental overload\u003cbr\u003eWith P:\\URR(V1)_pleaseinsert_ILOVEYOU, Vel curates a lineup of fearless programmers. Each track is engineered to execute in the club environment, embedding ASMR-like frequencies and intricate sonic patterns that phish the listener’s senses. This release encrypts a new strain of fast, introspective, cerebral electronic music.\u003cbr\u003eA paradox in code: when love mutates into chaos. This VA draws its core inspiration from the infamous ILOVEYOU virus, a digital plague born from obsessive passion, proof that an emotion too powerful can spiral into devastation. Much like the virus that once spread uncontrollably, P:\\URR(V1)_pleaseinsert_ILOVEYOU infiltrates the mind, its hypnotic intensity spreading through each beat.\u003c\/div\u003e\n\u003cdiv class=\"tralbumData tralbum-about\"\u003e\n\u003cbr\u003eWith mastering entrusted to In Aeternam Vale and visual identity crafted by Yann Rachon, this release is set to deploy worldwide, embedding its signature into the circuitry of contemporary electronic music.\u003c\/div\u003e\n\u003ch3 class=\"credits-label\"\u003e\u003c\/h3\u003e","brand":"PURR","offers":[{"title":"Default Title","offer_id":51231680397645,"sku":"","price":8.0,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0508\/9243\/9752\/files\/V4.png?v=1741688026"},{"product_id":"cuddle-protocol-purr003","title":"Limited Edition 12\" Vinyl Purr \"CUDDLE PROTOCOL\"","description":"\u003cp\u003e\u003cmeta charset=\"utf-8\"\u003e\u003cspan\u003eVEL INITIATES THE\u003c\/span\u003e\u003cspan\u003e«CUDDLE PROTOCOL»,\u003c\/span\u003e\u003cspan\u003eHER FIRST AMBIENT ALBUM,\u003c\/span\u003e\u003cbr\u003e\u003cspan\u003eSET FOR RELEASE ON OCTOBER 17,\u003c\/span\u003e\u003cspan\u003e2025 ON PURR.\u003c\/span\u003e\u003cbr\u003e\u003cspan\u003eVel, recognized for her striking presence in the contemporary \u003c\/span\u003e\u003cspan\u003etechno scene, steps into new territory with the release of her \u003c\/span\u003e\u003cspan\u003efirst ambient album, Cuddle Protocol (P:\\URR(3)_Cuddle_\u003c\/span\u003e\u003cspan\u003eProtocol), the third outing on her own label PURR. Out \u003c\/span\u003e\u003cspan\u003eOctober 17, 2025, the 9-track record is a personal and intimate \u003c\/span\u003e\u003cspan\u003estatement, delivered on vinyl and digital formats.\u003c\/span\u003e\u003cspan\u003eWith Cuddle Protocol, Vel explores the paradox of \u003c\/span\u003e\u003cspan class=\"peekaboo-text\" id=\"package_description_0\"\u003eintimacy\u003c\/span\u003e\u003cspan class=\"bcTruncateMore\"\u003e\u003cspan class=\"peekaboo-text\" id=\"package_description_0\"\u003e\u003cspan\u003e \u003c\/span\u003ein a coded\u003cbr\u003eworld. “I like the idea of a protocol for softness,” she explains, “of codifying something that should be intimate and spontaneous.” This tension runs through the album: fragile voices and soft layers unfold against serious, carefully structured arrangements, balancing tenderness with rigor. Ambient music has always been Vel’s “first love.” Before producing techno, she composed ambient exclusively, and this album marks a return\u003cbr\u003eto the form in its most sincere expression. “I know this music will follow me all my life. It’s not a phase. It’s how I express myself most truthfully.” Cuddle Protocol is about slowing down, embracing sincerity, and reaching for deeper connection. “When I listen to ambient, I access another world. It’s charged with emotion, it makes me drift and forget everything. That’s the feeling I wanted to share.”\u003cspan class=\"lightweightBreak\"\u003e\u003c\/span\u003e\u003c\/span\u003e\u003c\/span\u003e\u003c\/p\u003e","brand":"PURR","offers":[{"title":"Default Title","offer_id":52433357734221,"sku":"PURR003","price":13.0,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0508\/9243\/9752\/files\/MockUpPURR003.png?v=1758113451"},{"product_id":"purr-infect-me-softly-digital","title":"Purr - \"Infect Me Softly\" - Digital","description":"\u003cp\u003e\u003cmeta charset=\"utf-8\"\u003e\u003cspan\u003e\u003cstrong\u003eVEL CORRUPTS AGAIN: P:\\URR(V2)_INFECT_ME_SOFTLY\u003c\/strong\u003e is \u003cstrong\u003ethe second release\u003c\/strong\u003e of her label and will be out \u003cstrong\u003eJune 18,2025\u003c\/strong\u003e.\u003c\/span\u003e\u003cbr\u003e\u003cspan\u003eThis VA delivers delicate yet infectious techno, built for late-night clubs and introspective dancefloors. \u003cstrong\u003eTen artists\u003c\/strong\u003e explore glitchy textures, fragile rhythms, and emotional tension. It’s a soft, beautiful infiltration.\u003c\/span\u003e\u003cbr\u003e\u003cspan\u003eEach track feels like corrupted code, blending synthetic chaos with raw intimacy. A futuristic, organic sound that lingers.\u003c\/span\u003e\u003cbr\u003e\u003cspan\u003eMastering: In Aeternam Vale\u003c\/span\u003e\u003cbr\u003e\u003cspan\u003eArtwork: Yann Rachon\u003c\/span\u003e\u003cbr\u003e\u003cspan\u003eDigital release on June 18. Install with love.\u003c\/span\u003e\u003c\/p\u003e","brand":"Purr","offers":[{"title":"Default Title","offer_id":53243610956109,"sku":null,"price":12.0,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0508\/9243\/9752\/files\/PURRV002_INFECT_ME_SOFTLY.jpg?v=1769414056"}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0508\/9243\/9752\/collections\/Logo_PURR3.png?v=1741688319","url":"https:\/\/mamatoldya.myshopify.com\/collections\/purr.oembed","provider":"Mama told ya","version":"1.0","type":"link"}