Welcome everyone Benny here from WOH, I am very excited to introduce you all to Chris who owns and operates In The Loop, we crossed paths a couple of months ago and I was keen to share his unique story and see how WOH and In The Loop can work together in the future, one thing we share is our love of music. Lets get into it!
Hello! My name is Chris, and I'm the founder of In The Loop. I'm originally from Belgium, but I've been traveling the world for over 10 years, living and exploring countries across Europe, Oceania, Asia, and now South America. I'm currently traveling through Chile, exploring the beautiful nature around here, all while building the In The Loop project.
My journey into electronic music started about seven years ago while I was living in Australia. I fell in love with Progressive House and Organic House, started DJing, and it wasn’t long before I was playing at local events and organizing parties with friends. A year later, I began learning music production, which gave me an even deeper appreciation for the amount of work and creativity that goes into every release.
The idea for In The Loop came from a simple realization: despite the incredible talent in the Organic House scene, there wasn't a single place where fans, DJs, and producers could easily discover new music, remix contests, demo opportunities, production resources, and everything happening within the community.
That's why I created In The Loop. The goal is to support artists, help more people discover this beautiful genre, and connect the community around it. Today, the project focuses on a daily Instagram page and a weekly newsletter, and the long-term vision is to build a complete hub for Organic House where music lovers and producers can discover new music, opportunities, and resources all in one place.
The idea behind In The Loop came from my own experience as an aspiring producer. Once I started making music myself, I realized just how much time, effort, and dedication goes into every track. Unfortunately, because Organic House is still a relatively niche genre, many incredibly talented artists receive very little recognition for their work. I wanted to create a platform that helps shine a light on their music and gives them the visibility they deserve.
At the same time, I found myself jumping between dozens of websites just to keep track of new releases, remix contests, demo opportunities, and production resources. Everything is scattered across the internet nowadays. That's why I decided to create the weekly newsletter (and the future website) so Organic House lovers can find all the key information in one place, making it easier for the community to discover new music, learn, and grow.
Travel has definitely taught me to keep an open mind and embrace the music that's part of each country's culture. My first introduction to electronic music was through Tech House while I was living in Sydney, before I gradually gravitated towards Progressive House because I preferred its deeper atmosphere and the underground feel of the events.
As I started traveling around Australia and spending time in smaller towns like Byron Bay and Port Douglas, I discovered Organic House through communities gathering around nature, sunset sessions, and live music. More recently, traveling through Chile has introduced me to a wide variety of traditional rhythms and instruments that I'd never heard before. Every country has its own musical identity, and I think those experiences naturally influence the way I listen to and appreciate music.
I can't really point to one specific country or moment because I feel it's been the accumulation of experiences over the years that has shaped the way I experience music. Traveling constantly means discovering something new almost every day, whether it's exploring a new landscape, moving to a different place, or meeting people from completely different backgrounds.
One thing I love is that music naturally becomes part of those connections. Whenever I meet new people, we usually end up sharing our favourite artists or genres, which has introduced me to styles I probably wouldn't have discovered otherwise. I think that's helped me keep an open mind and continuously evolve my musical taste.
All of that, haha. For me, the beauty of Organic House comes from the way it blends organic instruments with electronic music. There's always a sense of rawness and natural essence in the sound, while each culture can bring its own traditional instruments, rhythms, and melodies, making every track feel unique.
What I love most is that, despite being a niche genre, it's also one of the broadest genres in electronic music. Every track can take you into a completely different universe through its atmosphere, instrumentation, and storytelling. To me, it's the richest genre of electronic music. It's the only style I can listen to from morning until evening without getting bored, and I love that it can make you dance just as easily as it can transport you somewhere else simply by closing your eyes.
It's honestly one of the hardest parts of putting the newsletter together because there's so much great music being released every week by incredibly talented artists. Narrowing it down to just a handful of highlights is never easy, so I try to feature a balanced selection, from deeper, story-driven tracks to more energetic, dancefloor-oriented productions, so there's something for everyone.
That said, what really makes a track stand out is its ability to make me feel something. Whether it makes me want to dance, relax, meditate, or simply catches me off guard with an unexpected moment, I always look for music that tells a story and leaves a lasting impression.
I try my best not to make a distinction between established artists and newcomers. The whole idea behind In The Loop is to support the Organic House scene as a whole. Great music is great music, regardless of how many followers an artist has or which label they're signed to.
Of course, bigger artists naturally receive more attention when they release music, but I make a conscious effort to give emerging artists visibility as well. That's one of the reasons we run some community polls on Instagram between Monday and Wednesday, with the winning track earning a feature in the newsletter's "Community Picks" section. It's a simple way to let the community help discover and support new talent alongside more established names.
Definitely the people. Because I travel so much, it isn't always easy to find others who share the same passion for Organic House. Building In The Loop has allowed me to connect with some genuinely incredible producers, DJs, and music lovers from all over the world, and that's been the most rewarding part of the journey.
I've also been pleasantly surprised by how supportive the Organic House community is. Even though the music industry can be very competitive, I've found that artists genuinely celebrate each other's work and help one another grow. That sense of community is something I really admire, and it's one of the reasons I enjoy contributing to the scene.
I actually feel like I'm still in the early days, haha. I first launched In The Loop about two years ago, but I had to put the project on hold for a while. It's only been around three months since I started building it again, and I'm genuinely surprised by how quickly things are growing. The Instagram page and newsletter have both been gaining momentum, and the positive feedback from the community has been incredibly motivating.
The biggest challenge is definitely monetization. At the moment, I'm focused on building a strong foundation rather than generating income, so I know that part will come later. Of course, there are moments when it feels a little uncertain, but I've never seriously thought about giving up. If anything, seeing the response from the community has only reinforced my vision for where I want to take the project.
Consistency really comes down to having a solid system. I keep the same overall structure every week so subscribers know exactly what to expect. The newsletter is divided into eight sections covering the week's standout releases, community picks, free downloads, DJ sets, production resources, contests, opportunities, and the best freebies and deals I've come across.
Behind the scenes, I spend a lot of time researching. I have a list of websites, labels, artists, and platforms that I check regularly to make sure I don't miss anything important. In the end, the newsletter is really a curated recap of everything I've discovered throughout the week, bringing it all together in one place for the community.
I think platforms like In The Loop help bridge the gap between artists and listeners. There is so much great music being released every week that it's becoming increasingly difficult for independent artists and labels to stand out. By curating and sharing their work with a targeted audience of Organic House lovers, we can help give those releases the visibility they deserve.
As In The Loop continues to grow through the Instagram page, newsletter, and future website, my goal is for it to become a trusted place where people discover new music. The larger the community becomes, the greater the impact we can have in supporting independent artists and labels and helping them reach listeners who genuinely connect with their sound.
When I first connected with Benny Mc, it quickly became clear that WOH Records is much more than a record label. They're building an ecosystem that helps artists develop their skills, receive mentorship, release music, and gain exposure through radio and live events. I was genuinely impressed by how much thought had gone into creating a clear pathway for artists.
What made the collaboration feel right is that our visions are very closely aligned. In The Loop is all about helping artists gain visibility and connecting the Organic House community, while WOH Records focuses on developing artists and creating opportunities for them. It felt like a natural partnership where both projects complement each other, allowing us to provide even more value to the community.
What excites me most is that both projects genuinely exist to support artists and help them grow. By bringing In The Loop and WOH Records together, we can connect producers and DJs with valuable opportunities, educational resources, mentorship, and a wider network.
I also think the collaboration makes both projects stronger. WOH Records brings incredible industry knowledge and artist development, while In The Loop helps connect that ecosystem with a growing community of Organic House lovers. Together, we can create even more value for artists and for the community as a whole.
My first piece of advice would be to make music that genuinely represents you as an artist. It's easy to follow trends, but if you want to stand out, you need to develop your own identity and signature sound. That's what people will remember in the long run.
Secondly, don't underestimate the power of networking. Connect with other producers, DJs, labels, and communities, support other artists, and be part of the scene. The music industry is highly relationship-driven, and many opportunities come from the people you meet and connect with.
Storytelling is, in my opinion, the essence of a great track. It's what separates a good production from one that truly stays with you long after it's finished.
In today's world, with so much discussion around AI-generated music, I think storytelling is one of the things that still makes human-made music so special. When a track takes you on a journey through evolving melodies, rhythms, and textures—almost like watching a movie—you can hear the artist's creativity and the countless small details that make the experience feel alive. That's something I find especially often in Organic House, and one of the main reasons I fell in love with the genre.
I would say mainly two things: nature and meeting new people.
I love going on long hikes by myself. Spending 8–10 hours surrounded by nature, usually without any internet connection, gives me the opportunity to completely disconnect, reconnect with myself, and reset mentally. Those moments of solitude are incredibly valuable, especially while building something long-term.
On the other hand, meeting new people keeps me inspired in a different way. Every person has a different story, perspective, and way of thinking, and those interactions constantly open my mind to new experiences, ideas, and creative inspiration.
I’ve learned that the world is a much more beautiful place than we often realize, and that there is still a lot of kindness and generosity in people. We often hear a lot about negativity and division, but after more than a decade of travelling, I’ve experienced the opposite side as well: people supporting each other, helping strangers, and creating strong connections despite coming from completely different backgrounds.
It has shown me how important community is and how much we can learn from each other when we stay open-minded. Those human connections are also a big part of what keeps me inspired, both in life and through In The Loop.
Yes, but it hasn’t been one single moment. It has been a collection of small details and messages from the community that made me realize In The Loop was becoming something special.
I’ve had people tell me they discovered and participated in music contests featured in the newsletter, which is incredibly rewarding because they might never have found those opportunities otherwise. I’ve also received messages from subscribers telling me how much they enjoy the content, with some even bookmarking the newsletter to make sure they never miss a new edition. Those small interactions are what remind me that In The Loop is creating real value and building something meaningful within the community.
The next big milestone for In The Loop will be the release of our Producer Toolkit, a free resource designed to help producers, especially those exploring Organic House, find all the tools and information they need in one place. It will include a selection of free plugins, sample packs and libraries, production tutorials, as well as a guide featuring 40+ Organic House labels with their contact details, demo submission information, and insights into the type of sound they are looking for.
After that, the next major step will be launching the In The Loop website, which will become the central hub for everything related to Organic House and music production. Beyond that, I already have many more ideas to continue supporting artists and growing the community, but I’ll keep some surprises for later.
First of all, I want to say a massive thank you to everyone who has supported In The Loop so far. Whether you are an artist, producer, DJ, or simply someone who enjoys this music, your support, feedback, and passion for the scene are what keep this project moving forward. This is only the beginning, and there are many more things planned as the project continues to grow. I’m excited to keep building this community, supporting more artists, and creating more value for everyone involved. Feel free to connect with me on Instagram anytime. I’m always happy to chat, discover new music, and hear your feedback on how In The Loop can keep improving.
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