With a new label on the horizon and a growing global profile, Nikka Lorak is focused on building more than just records – she’s building a movement. Through Cruel Kind, her forthcoming imprint, the DJ, producer, and former filmmaker aims to spotlight artists who combine musical excellence with the charisma and vision of true headliners. We caught up with Nikka to talk creative inspiration, her upcoming debut release on Cruel Kind, and plans for the future.
WWD: Welcome to WWD! Where in the world are you speaking with us from?
At the moment I’m speaking with you from Tokyo. I’ve been spending some time in Japan exploring local creative collaborations, the culture and finding inspiration. It’s one of those places that constantly reminds me that creativity can come from anywhere if you’re paying attention.
WWD: You launch your record label Cruel Kind next month. What made you decide to launch your own label?
For a long time I felt there was a gap in electronic music between great producers and great performers. There are many talented artists making incredible records, but not everyone is encouraged to develop a strong identity, stage presence, and a bigger vision for their career.
Cruel Kind was born from that observation. I wanted to create a platform for artists who have both musical excellence and the ambition to become true headliners. It’s not just about releasing tracks. It’s about helping artists unlock their full potential.
WWD: What is the meaning behind the label’s name?
Cruel Kind represents contrast. The music is powerful, intense, and uncompromising, but behind that intensity there is emotion, humanity, and connection.
The name reflects the duality that exists in great art. The strongest music can make you feel vulnerable. The hardest moments in life often lead to growth. Cruel Kind sits right in that tension between strength and sensitivity.
WWD: You have described the label as being “for rock stars of electronic music.” What rock stars inspire you? Do you feel that electronic music is lacking the same energy as in rock music?
I’ve always admired artists who create unforgettable moments, regardless of genre. The Prodigy are probably one of the strongest examples because they combined electronic music with the energy, attitude, and impact of a rock band. Power strong enough to move a stadium.
I don’t think electronic music lacks energy. In fact, many artists are creating incredible experiences today. What I do think is sometimes missing is a stronger focus on performance and personality. Fans don’t just connect with tracks. They connect with stories, emotions, and characters. The artists who become truly iconic understand that.
WWD: The first Cruel Kind release is your track ‘Control.’ Can you tell us about the track and the meaning behind it?
Control is about the illusion of control. We spend so much of our lives trying to manage outcomes, relationships, careers, and expectations, yet some of the most important moments happen when we surrender and trust the process.
Musically, it captures the direction I’m moving toward: high energy, powerful drums, emotional tension, and a sense of momentum from beginning to end. It feels like the perfect first statement for Cruel Kind because it represents both high energy and romance.
WWD: You recently collaborated with Patrick Scuro and The Post Brothers on ‘Signs’ on Patrick’s label Animarum Recordings. How did the collaboration occur?
I’ve known Patrick for some time and always respected both his work ethic and artistic vision. The collaboration developed very naturally through conversations about music and creative direction.
What I enjoyed most was that everyone involved brought a different perspective to the project. Those are often the most exciting collaborations because the final result becomes something none of the artists would have created alone.
WWD: We hear you will return to India in August, following your sell-out tour of India in April. Where will you be playing?
We’re currently finalising the details, so I can’t announce every date just yet. What I can say is that India has become one of the most exciting places for me to perform, and I’m incredibly happy to be returning.
The response during my last tour exceeded all expectations, and I’m looking forward to reconnecting with the fans there.
WWD: Why do you think the India techno and electronic music scene is growing so fast? How do fans in India compare to in other countries?
India has a unique combination of factors. There’s a young population, growing cultural curiosity, increasing access to global music, and a genuine hunger for new experiences.
What stands out to me most is the passion of the audience. The connection feels very sincere. People come to experience the music rather than simply attend an event. There’s a level of excitement and appreciation that is incredibly rewarding for me as an artist.
WWD: You previously worked as a film director and fashion photographer. What made you decide to move into electronic music, production, and an internationally touring DJ?
Music was always part of my life, but film and photography taught me something extremely valuable: how to tell stories and create emotion.
Eventually I realised that electronic music gave me the most direct connection with people. Instead of watching a story unfold on a screen, I could create a shared experience in real time with thousands of people on a dance floor.
In many ways I haven’t changed industries at all. I’m still telling stories. I just use sound instead of a camera.
WWD: When you are not in the studio or on tour, how do you like to relax and unwind?
Travel is probably my favourite way to reset. I love exploring new cities, discovering local culture, and simply walking without a schedule.
I’m also passionate about fashion, wellness, and spending time in nature whenever possible. After long periods of touring, sometimes the most luxurious thing is a quiet morning, a good coffee, and absolutely no plans.
WWD: We couldn’t agree more! Thanks for the chat 🙂
‘Signs’ is available here
‘Control’ is coming out July 15th via Cruel Kind