A new independent label emerges today with an unconventional philosophy. rehab(it)recordings, launching May 2, brings together artists from across North America and Europe in what its founders describe as a collective rehabilitation from the constraints of everyday life.
“The story of rehab(it)recordings is one of artists rehabilitating from the stress and conditioning of the common realm,” explains NOT THA ONE, co-founder and featured musician whose real name is Evan Tyler. The label represents artists from Canada, the USA, France, and the UK working across genres including hypnagogic hip-hop, indie rock, and what they term “garage wave.”
Tyler’s own journey reflects the label’s eclectic approach. “I got started in music at the age of five by recording Michael Jackson, Nirvana and other popular music in 1990 directly from the TV into my fisher price karaoke box,” he recounts with a hint of nostalgia. After formal piano training and experiments with various instruments, everything changed when he encountered Wu-Tang Clan: “I decided the rest of my life is about THIS THING. I’ve written lyrics throughout my life since. I can’t not write bars.”
Despite holding a graduate degree in visual arts from the University of Toronto, Tyler describes himself as having “that raw made it in a garage rap brain” from Regina, Saskatchewan, which he calls “the forgotten province of Canada.” He laughs a bit as he says this, seeming both proud of his roots and aware of their obscurity.
The label launches with two singles that showcase its range: “Gravity Isn’t Real Today,” a collaboration between NOT THA ONE and Toronto musician Vanessa John, and John’s solo track “msg no.5.” The first track, Tyler explains, explores themes of dissociation and alienation beneath its upbeat techno-rap exterior.
When asked to describe his music to first-time listeners, Tyler pauses, runs a hand through his hair, and offers an evocative metaphor: “Like you found this gross dumpy VHS tape in a pile of garbage – maybe plucked it out of the sewer and popped it in for kicks. And you get this unorthodox but very contagious assault on your senses that you kind of have to create your own framework to process.”
The label’s artist roster includes thirteen musicians working across various disciplines. rehab(it)recordings emphasizes the importance of collaboration in artistic development, particularly highlighting artists like Montreal-based Ira Lee. This collaborative philosophy helped reshape understanding of hip-hop’s boundaries and possibilities, encouraging artists to think beyond conventional approaches to the genre.
When discussing audience reception, rehab(it)recordings emphasizes creation over consumption. The label’s vision extends beyond passive listening, aiming to inspire others to pursue their own creative endeavors. This philosophy suggests that the true value of art lies in its ability to spark further artistic expression.
Looking ahead, rehab(it)recordings plans to release a double album later this year titled “The Found CDs” featuring NOT THA ONE and Vanessa John, with production by Brooklyn-based Deacon LF. The project represents a significant milestone for the fledgling collective and showcases their commitment to collaborative, cross-disciplinary work despite being in the earliest stages of establishment.
For a new independent label, rehab(it)recordings’ ambitions are considerable. Their website, rehabitrecordings.ca, serves as the hub for all artist catalogs and upcoming projects. NOT THA ONE (Evan Tyler) can be found on Instagram and through his Linktree for those interested in following his work specifically.
The label’s inception wasn’t a sudden decision but rather the formalization of existing relationships. “We put a name to the things we had already been doing together for years that showcases our histories and provides a launchpad for new music,” Tyler explains, occasionally losing his train of thought before circling back with renewed clarity.
rehab(it)recordings positions itself as both a business venture and an artistic statement. As Tyler puts it, with a slight smile that suggests he’s aware of how it might sound, the label represents “music and art for the sake of itself; vibed out treehouse with tin-cans strung from all directions.”
Whether this collective approach to music production will resonate in today’s fragmented industry remains to be seen. But for now, Tyler and his collaborators seem content to build their treehouse, string their tin cans, and see who answers when they call.
