As time went by, Matveev learnt the ins & outs of the industry. What initially started as a podcast series 10 years ago grew into a radio station and subsequently MixCult Records. (Mixcult was « named after the culture and cult of DJ mixing. »)
With DJing always at the core of his endeavours, he uses that mindset when selecting music to release on his labels. His appreciation for different styles and sub-genres of electronic music has led him to open Spitzer Records. This second label has a sole focus on ambient music.
Mixcult’s roster of artists is international, while remaining faithful to its Russian roots. Some may argue that « electronic music destroys borders, » and the digital era we are in has liberated music from the concepts of identity and scene.
However, there are still advantages to putting forward locality in music. It allows us to celebrate underground culture and emerging artists with an avant-gardist vision, and emphasise the importance of community. It can create a unique and cohesive visual identity. For example, earlier podcast series from Mixcult were accompanied by vintage videos from Russia [see above], adding an undeniably Eastern European mood and mystery to the experience.