It began with cassettes. And a bag of weed. In 2013, Velvet Bein recorded a couple of songs together with his band Sick Hyenas. That they had no report deal and little cash, so Bein put his laptop computer within the rehearsal room and recorded the songs himself. He later copied the recording onto clean tapes, repeatedly till the cassette packing containers have been piling up in his Altona residence, and folded one cowl after the opposite. “However with none label in any respect, that regarded form of silly,” Bein says in the present day. So he shortly wrote an imaginary label title on the sleeves: La Pochette Shock. The thought got here to him whereas he was smoking a joint with buddies. »I favored the thought of a label that wasn’t tied to at least one style. Like a shock bag, you by no means know precisely what’s inside. And it simply sounded cooler in French.”