The record label at the heart of the Low End Theory-based “beat music” scene, Alpha Pup, has just announced the launch of a brand new vinyl-and-download imprint called Non Projects. Started by one-time Alpha Pup intern Brian Simon, the microlabel joins a modest empire of artist-run subsidiaries like Flying Lotus' Brainfeeder, Daedelus' Magical Properties, Ron Stiver's Poo-Bah Records, and Matthewdavid's Leaving Records.

First, the manifesto, then the music (after the jump).

Non Projects is a record label dedicated to the support and discovery of Los Angeles' most innovative artists and composers. Mislaid within an ever-changing and confused recording landscape, Non Projects offers imaginative works of art and sound.

With the aim to showcase each artist's devotion to their love of music and the joy of uncovering hidden and undiscovered sounds and resonances, each release is available with supplemental materials providing a commonly forgotten tangible experience no longer associated with acquiring music.

Listening to clips from the label's upcoming debut release — Asura's Asura, due out January 19 — all that nice verbiage seems to translate to “sun-baked, beat-driven experiments in sound collage accompanied by real-deal instrumentalism.” Asura himself, or Ryan York, is an unsung and very talented local with a background in classical and jazz, and mastery over cello, guitar, trumpet and — most importantly — bass.

West Coast Sound is happy to present your first glimpse at the man's music, which you can download below. Asura performs at Low End Theory this Wednesday, as do Busdriver and Oscar McClure (of Leaving Records).

Download: Asura – “Manzanita” (MP3)

LA Weekly