Innova redefines the typical relationship between artist and label. Artist and label work together, taking advantage of each other's strengths, to provide both the tools of an established record label and the freedom usually associated with self-publishing.
Innova is geared towards work that is unlikely to find a home in the mainstream record industry. We focus on world class music—regardless of its genre (or lack of one, even though for convenience we use words like New Classical, Jazz, Experimental, Electronic and World)—that commercial labels overlook. When innova accepts a project it means that we believe not only in the quality of the work but also in our ability to help it reach new audiences. Innova is not a vanity label that accepts all projects; they need to be a good fit with our resources, and we need to be convinced that we can do a better job of promoting and selling the records than artists could do by themselves or via a different route.