A Q&A on Our Partnership with 12on12

As a physical vehicle of music, everything involved in vinyl is a palpable, unparalleled experience — from admiring the jacket’s album art to unfurling the gatefold and discovering a hidden body of work in the form of credits, lyrics or designs. Vinyl is equally a physical art as it is a medium to enjoy the stunning sounds and stories artists bring from the studio and into homes, which is something 12on12’s Claudia Moross sought to sustain when she founded the company.

“I was inspired to start 12on12 as a way to provide a platform for both visual artists and musical artists to express themselves and tell a story via the medium of vinyl,” Moross told VMP in an email. “I wanted to fulfill the craving for the physical characteristics of music that were lost due to the digital era.”

12on12 preserves the legacy of artists in a collaborative way, bringing fans a unique experience that engages human senses beyond just sound. “We take our time to put together collaborations that are authentic — with fashion designers, visual artists and musicians working together who truly enjoy and respect one another’s work,” Moross said. “12on12s are very much pieces of art that can be collected and treasured. They are hand-numbered, limited edition pieces that are beautifully curated and have the reputation of being known as unique ‘vinylworks.’”

Most importantly, it gives artists the opportunity to curate and share the music that shaped their own work, giving listeners a personally handpicked selection of songs that cannot be found elsewhere on vinyl. It contextualizes and adds another form of understanding and connection to artists whose works are represented with 12on12.

“At 12on12, we provide cultural icons with a distinctive and special canvas in order to curate the soundtrack to their lives,” Moross wrote. “Our goal is to tell a story with vinyl as well as provide a platform for both visual artists and musical icons to express themselves.”

Moross further shared, “Our goal is to create transcending experiences through music and art. The combination of playing the record with its superior sound quality while exploring the carefully curated artwork and sleeve allows for a precious moment of cultural enjoyment.”

12on12 is bringing this transcendent experience to VMP, starting with the group who pioneered modern hip-hop and paved the path for countless artists. RUN DMC’s collaboration with 12on12 is a deluxe, 2LP package, limited to 500 hand-numbered editions. It includes the group’s hand-selected curation of songs that influenced their own music and bespoke album art created by rising LA artist Reena Tolentino. The highly personal project is a tribute to RUN DMC’s late Jam Master Jay and continues the monumental legacy the trio gave to music.

VMP: How did 12on12 originate?

Claudia Moross: After graduating from university in the UK I moved to New York to complete a Masters in Music Business at NYU. While living in NYC I became heavily involved in the music scene — mainly live music and discovering new talent. Noticing the huge resurgence in vinyl and collectibles, I was inspired to start 12on12 as a way to provide a platform for both visual artists and musical artists to express themselves and tell a story via the medium of vinyl. I wanted to fulfil the craving for the physical characteristics of music that were lost due to the digital era.

Can you elaborate on how the products promote the intersection of music, pop culture and art?

At 12on12 we provide cultural icons with a distinctive and special canvas in order to curate the soundtrack to their lives. Assembling the right collaborations between visual artists and musical icons is crucial. We take our time to put together collaborations that are authentic — with fashion designers, visual artists and musicians working together who truly enjoy and respect one another’s work. We also have a worldwide vision with 12on12 — for example we look to pair the latest rising Japanese fashion designer with the next big US rapper and see what is created.

What distinguishes 12on12’s vinyl from traditional vinyl?

12on12’s are very much pieces of art that can be collected and treasured. They are hand-numbered, limited edition pieces that are beautifully curated and have the reputation of being known as unique “vinylworks”. Our goal is to tell a story with vinyl as well provide a platform for both visual artists and musical icons to express themselves. We also want to be a trusted source of discovery — introducing people to the future stars of [the] musical and visual arts world.

What kind of experience do you want people to have with 12on12’s products?

Our goal is to create transcending experiences through music and art, the combination of playing the record with its superior sound quality while exploring the carefully curated artwork and sleeve allows for a precious moment of cultural enjoyment.