Mathame launch NEO Records with 'Oh Baby', turning their NEO show into a full label and live world
Mathame, the Italian brothers Amedeo and Matteo Giovanelli, have launched their own label, NEO Records, with the darker, club focused single 'Oh Baby'. The label grows out of NEO, the visual and narrative world around their 2023 debut album MEMO, and will cover releases, live events and the NEOLOGY audiovisual project.
Mathame have given their NEO world a label. The Italian brothers Amedeo and Matteo Giovanelli launched NEO Records on 23 October with 'Oh Baby', a darker and more club focused single than much of their melodic catalogue, and the release has been picked up across the dance press over the following days.
NEO is not a new name for fans. It started as the narrative and visual universe the duo built around MEMO, their 2023 debut album, and grew into an event concept, including a NEO residency at Amnesia in Ibiza in 2025. Alongside it sits NEOLOGY, an anime inspired audiovisual show that runs parallel to their live performances. The label is meant to give all of that a permanent home, with releases, live events and multimedia work under one roof.
The duo already have a circle around the project. Italian producer LYKE, who has appeared on Mathame releases and opened NEO nights, is part of the label's resident group. 'Oh Baby' also follows 'Follow', their July 2026 single with Bonn, which kept the duo in the spotlight through the summer.
For artists, the move is a clear example of a pattern that keeps repeating in melodic techno and house: build a show concept first, prove it works with audiences and promoters, then turn it into a label. The event gives the label a ready made audience and identity, and the label gives the event a steady flow of music and new names to book. It is also a way to own more of the value chain instead of licensing every release to another imprint.
For managers weighing a similar step, the order matters. Mathame had the album, the visual language and the residency before launching a label. A label without a strong concept behind it is just admin. A label that extends a world fans already recognise can grow its roster, its events and its brand partnerships together.
For younger producers, an artist led label like NEO is worth watching as a target for demos once the first releases show what sound it wants. Follow the label's own channels rather than sending tracks blind.