Records come and go. Set to be broken. Labels hinder. So here's the anti label.

Switched On Records is born out of a desire to free the music. A working lifetime in London's underground music industry has seen many collaborations come and go for S.E.F some prosperous and successful, others not so much, but that is when you learn the most.

The founding of this label brings together the two main platforms of the "Switched On" brand. Switched On Productions can boast some of the world's largest broadcasters as satisfied customers. Couple this with a keen ear to the underground and a passion for good music, it's clear to see why some of London's most sought after talents are beating a path to S.E.F's door to jump on his latest foray into the music business.

Placing the record and television business side by side allows for a clearer focus, a more efficient work flow and less conflict of interest as there was when setting up a separate entity.

This time it's personal. Self-sufficiency is the key to success, not relying on anyone to put your music out according to their schedule, priorities and other matters irrelevant to the artist. It's not necessarily how fast we can get you heard but where your heard and by who.