Interview with: Naivsuper

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Many years ago I read the book Naiv.Super by Erlend Loe. Still I talk warmly about it and lend my tired pocket version to all of my friends who have not already read the book about a twenty five-year-old man whose life fell apart when he lost a croquet game to his brother. He leaves school and moves in to his brother's apartment. And so he starts to ponder over the big questions in life. Search for a meaning of life. Meanwhile he buys a ball and a hammer bench. And gradually he finds proof of things to believe in in life. Just like the title reveals, it's all written with a fairly naïve tone.

Not just having a great impact on me, the book made a deep impression on Stephane Leonard and Claudio Pfeifer as well. Together they started the record label Naivsuper seven years ago. Today Naivsuper offers exciting releases both from the artist collective (which Stephane prefers to call it) as well as the book publishing part of the company and the film part.

Stephane and Claudio met at the University of Arts in Bremen in 2002 and immediately understood that they shared a passion for diy and collectables. Experimental music was another interest of the boys who started to dream about an artist collective jus like in "the old days" says Stephane. The idea of Naivsuper was born. And the rules were simple: The essential thing was make something out of the ordinary with the releases. Stephane and Claudio wanted to work with musicians who believed in the concept of Naivsuper. Sharing art, and who shared their love to art aswell as music. Stephane talks about a desire to become friends with their releases, that it is important:

-          Real friendship is hard to find in a competitive business like this. Especially here in Berlin were everyone is poor, always in need of contacts, references and an opportunities to show their work.

But with Naivsuper it's about talking new ideas, exchanging experiences:

-          At Naivsuper it is more about getting together, sharing a drink together, and talking about paper or how to save the Amazonas.

They have a respectful approach towards music. Stephane tells me that if anyone asks them to distribute their music but Naivsuper doesn't believe a 100 % in it nor has the money to release it, they recommend the artist to release it themselves, at the same time offering their knowledge and resources.

-          Fortunately you can always give these things for free. Even if you can't afford rent for the moment, says Stephane.

So what about the name then? It was right in the beginning when Claudio and Stephane was looking for a name to their baby that a friend gave them Naiv. Super. The attitude of the main character and how he approaches life corresponded well to what they wanted to achieve. When Loe himself approved the name it was settled: Naivsuper was the name of their new record label! And still when Stephane and Claudio visits Norway people are quick to point out the choice of name and their namesake.

The history of Naivsuper demonstrates that it is possible to be passionate about something and still make it work financially. What started out with three releases with exclusive covers hand made with silk screen printing by Stephane and Claudio themselves grew to a separate vinyl only-company called Happy Zloty. Today there is Naivsuper Books and Naivsuper Films as well, both as a result of Claudio and Stephanes latest passions.

And that is what is so fascinating about Naivsuper. The passion for music, art and even printing on fabric! Besides, they share my love to one of the last decade's best book.

Furthermore, Stephane tells me that the fourth album was the most expensive they ever did:

-          It almost ruined us. he says, still with a hint of pride in his voice.

-          The cover was incredibly nice and I still believe it's the best thing we ever released.

Despite the fact that it was released almost five years ago. The band is called dis.playce and you can listen to them by clicking here. Like Naivsuper they come from Berlin. And like most music from Berlin right now it is electronic and all of you who are fond of experimental music will love them!

http://www.naivsuper.de/

http://www.myspace.com/naivsuper