French independent label ASV Records, founded by Louis, has officially announced a landmark collaboration with Los Angeles–based 11:11 Records, founded by Elliot Daemon. Representing a significant cultural and creative bridge between France and the United States, the partnership formalizes years of organic collaboration across continents and signals a new era of transatlantic artist development.
The origins of ASV Records date back to 2020, beginning not as a label but as a visual experiment. Armed with a low-budget Sony camcorder, Louis documented his lifestyle, friends, and creative environment. Inspired by A$AP Rocky’s AWGE DVD, the project evolved into ASV DVD — Always Stay Versatile, a raw documentary concept centered on how music connects people across styles, countries, and cultures. What started as instinct-driven filmmaking soon became the foundation for a growing creative collective.
That same year in Bordeaux, Louis met street rappers performing live and asked to film them. One of those artists was Danco. The connection was immediate, leading to studio sessions, music videos, shared travel, and years of close collaboration. This relationship transformed a personal passion into a structured creative operation with international reach.
The transatlantic link strengthened in 2021 during a late-night conversation in an Amsterdam hostel, where Louis met Elliot Daemon and discussed his vision for 11:11 Records in Los Angeles. Though based on different continents, both continued to build in parallel. In 2023, the creative circle expanded in Brussels with the arrival of Beeto, further reinforcing the collective.
By 2025, after years of work between Europe and the United States, ASV Records officially launched as the European sub-branch and creative partner of 11:11 Records. Together, the labels will focus on artist development, international releases, visual storytelling, and cross-market expansion—building a powerful cultural bridge between France and the U.S., rooted in authenticity, independence, and long-term vision.
Follow 11:11 Records on Instagram:
https://www.instagram.com/1111recordsorg?igsh=MWFiejh2djRqYWliMg==
Follow ASV Records on Instagram:
https://www.instagram.com/asvrecords?igsh=MWd2MDgxNXpmM25iaA==

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