I’ve spent a lot of time in this newsletter talking about how we build great tech, and how to prioritise intentional experiences over algorithms, and how we stop treating fans like wallets.

Today I get to put my blood, sweat, tears and money where my mouth is, and show you what we’ve made with Lume.

We’re now live on Apple (and Android will be right on its heels, as soon as we finish navigating the Herculean maze Google puts in front of developers). You can go to our website, browse the albums, and then immerse yourself in the world on the app. Real talk: if you buy on the web, more of your money goes right to the artists, but there’s a beautiful store in the app too.

Each Lume is different because each artist has chosen what to share with their fans. Demos, b-sides, outtakes, voicenotes, handwritten lyrics, tour posters, interviews — you name it, we’ve tried to think of a way to display it thoughtfully for the fans who will enjoy it the most.

Founding a tech startup is something I swore I’d never do. Despite being in this space for over fifteen years now, my legal background makes me super-risk-averse and my anxiety means I do not thrive in conditions of extreme uncertainty. The last few weeks (months) have been long hours, and little sleep, and our tiny team of nine have absolutely gone to the mat to get this done (even, especially, the part-timers we can’t afford full-time yet, love you Coco and J9).

But when we pushed that big blue release button yesterday and sent our baby out into the world, I got it. Why people try to build new things even when it’s huge and impossible and scary and everyone tells you that the music industry is too big to change, and what we’re doing is too complicated.

One of the first people in the whole world (from the UK) to buy a Lume sent us this amazing email (we love you Kate):

I always feel that I don't really own music until I have the vinyl record, but it's so expensive to pay for overseas shipping, especially as most of the artists I'm into don't have worldwide deals or anything like that. I love having the mixing notes, manifesto, videos and extra songs and demos and I'm looking forward to diving in and properly nerding out. Also, if it's things like unreleased tracks, mixing notes etc, you're not necessarily asking artists to provide anything new, as I know it's often a strain for musicians to have to keep producing content to promote themselves on social media. It's a great idea, really well executed, and gives both artists and fans a fairer deal. Nice one.

That, right there, made every single sleepless night worthwhile.

We’re just at the start line now, watching every sale come in and squealing a little. Watching our artists post on instagram about what they’ve made with such love. Reading the great coverage from outlets who get what we’re trying to do.

Last week, when I was in the midst of my 75th freak out for the day, bestie Mike gave me a pep talk (he gives great pep talks):

This weekend, I hope you’ll consider buying a Lume, or sending some love to an artist who has meant something to you. Music is a gift. We all deserve more.

more good stuff

• speaking of the power of music - Redemption Songs is a deep dive into songs made behind bars over the last century. The limited run newsletter tells the story of American mass incarceration — one song at a time — “exploring how music offers routes to rehabilitation, redemption and resistance”.

• something that makes me wish I could jump a plane to NYC right now, Jim Henson’s Creature Shop has opened for Saturday tours.

• sami made a website that lets you cut out old magazines from the internet archive (or any PDFs you own) and make collage art out of them - clipart.studio

finally, in my lego city

Forward this email to someone who should buy a Lume or take a risk.