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Our New Mission
I've been obsessed with the intersection of music and technology since I was a kid. Not because I wanted to "disrupt" anything. I just loved music, and I loved building things.
Twenty years ago, that obsession became limbo/
We didn't start as a distributor. We started as a production house for independent musicians because we couldn't find a single place where we felt protected, respected, paid fairly, and free.
So we built one.
Since then, we've been a record label. A festival. A digital marketing agency. Latin America's first digital distributor (back when we were literally ripping CDs on a single PC). We built our own API platform. Our own supply chain and MCP AI Server. Signed direct deals with Spotify, Apple Music, Beatport, TikTok, Amazon Music, Merlin, the Music Fights Fraud Alliance, and more. Pivoted to B2B because we realized we could create far more value there, having lived every single pain our clients face.
We've never raised a dollar. Bootstrapped with my co-founder, Cinthia Novick, from day one. Our clients are our investors. That's not a tagline, it's how our business actually operates. And honestly, we're proud of it.
But I'm not writing this to tell you how great we are. Well, maybe a little.
I'm writing this because the independent music industry is at a crossroads.
On one side, AI is flooding platforms with content that was never touched by a human hand. On the other hand, major labels are acquiring independent infrastructure at an accelerating pace. The result? A market that's concentrating power while diluting the value of human artistry.
Distribution became a commodity. The industry got depersonalized, opaque, and structurally misaligned with the people it's supposed to serve.
We refuse to accept that as the future.
So after two decades of building, failing, rebuilding, and learning, we're putting a stake in the ground with a mission we hope becomes contagious across the entire ecosystem:
Grow the global GDP of independent human music.
Not "become the biggest." Not "capture more market share." Grow the whole pie. Because if independent artists, labels, and distributors grow, we all grow. That's not idealism, it's how healthy ecosystems actually work and become anti-fragile.
Today I'm sharing the document that explains why we exist, how we operate, and where we're going. It's not a sales deck. It's our compass.
If you build independent music, as an artist, a label, a distributor, or a partner, I'd genuinely love to hear what resonates and what doesn't.
I wish us all the best.
Love, Fer. (Co-Founder & CEO Limbo Music)
Fer Isella · Co-Founder & CEO, limbo/ Music
Fer has been building independent music distribution technology since 2005. He serves on the Merlin Network Board of Directors — the independent sector’s global licensing body representing thousands of independent labels worldwide. He has led limbo/ through direct deals with Spotify, Apple Music, TikTok, Amazon Music, Beatport, and the Music Fights Fraud Alliance, and co-founded limbo/ with Cinthia Novick as Latin America’s first digital distributor. limbo/ has never raised outside funding — every product decision is guided by client needs, not investor pressure.
