Labels We Love: Rucksack Records
Danny Veekens grew up in a small, sleepy village in the south of the Netherlands, but even in a place where the streets were quiet, his life was filled with music. “Ever since skateboarding the streets of that little town way back when, hip-hop became my biggest love,” he says. By his own account, he’s been into music for as long as he can remember, not just as a listener, but as an obsessive collector and chronicler. Music became a lens through which he understood the world, and eventually, a career.
The idea for the label had been percolating for years. Before Rucksack Records, Danny ran The Find Magazine for thirteen years, a publication dedicated to hip-hop, beats, and jazz, complete with cassette releases and a vinyl compilation series called Jazzvolution. “A lot of people kept telling me, ‘You should start a label!’” he remembers. By the summer of 2019, he decided to make that leap. The vision was simple but ambitious: each release should tell a story (liner notes included) and every record should reach its audience, promoted thoughtfully to press and radio alike. “Both sides of that purpose come from my background in music journalism,” he explains.
Though Rucksack Records is largely a solo endeavor, Danny makes clear that it never feels solitary. Every release is a team effort, with artists, designers, and writers helping to shape the final product. The roster spans continents, with artists from the US, UK, Singapore, Ireland, Greece, and Russia, with several Dutch acts like Thysenterprise, Kid Sundance, and Jelee giving the label a local pulse. “I love seeing things come together on a local scale,” Danny says, recalling a release party in Amsterdam where international collaborators like US rapper NAHReally and Irish producer The Expert met for the first time on stage alongside Dutch artists. “That was one of the most special moments in the five-year existence of the label.”
Musically, Rucksack Records defies easy categorization. While some have labeled it a “psychedelic hip-hop” imprint, a description that fits acts like The Expert, Spectacular Diagnostics, and Galaktic Rogue, the label’s defining feature is supporting artists who want to explore new directions. Hip-hop remains at the heart of everything, but the influences span psychedelic rock, punk-jazz, Soviet-era records, spiritual jazz, boom bap, 60s power-pop, video game soundtracks, superhero cartoons, industrial, and funk. “The intention was always to support artists going in a new direction,” Danny says. “Always with hip-hop at its core, but style-wise, this could pretty much mean anything.”
The label’s visual identity evolved alongside its sonic vision. While Danny didn’t set out with a strict aesthetic in mind, but collage-style art became a metaphor for sampling, with cut-and-paste sleeve art that mirrored the music itself. Designers like Matt Littler, Robert Krums, and Gavin Feiritéar helped refine the look, and the release of Ancient Methods by Spectacular Diagnostics in 2021 marked a turning point in establishing a consistent, recognizable visual style. “Everything came together for me in that release,” he says, noting the artwork, liner notes, guest features, and even a special edition with custom sleeves and stickers. “That record shows what Rucksack is all about.”
Several releases stand out as milestones. The Expert – Vivid Visions (2025) showcased insane production, intricate sampling, and a collaborative spirit. Thysenterprise – Lahringen (2020) marked an artist’s transition into new sonic territory, while Ritual by Stik Figa & The Expert (2023) offered a high-water mark for collaborative precision and emotional resonance. And the aforementioned Ancient Methods became one of the label’s most visible releases, connecting with listeners through its psychedelic beats, thoughtful packaging, and stellar roster of guest MCs.
Running Rucksack, Danny says, is a constant journey down musical rabbit holes by recommendations and references from the artists he worked with. Each release introduces him and his listeners to new artists, obscure sounds, and uncharted genres. When a track like Stik Figa & The Expert’s “Service (ft. Defcee)” gets played on Chuck D’s radio show, or Gilles Peterson champions Thysenterprise on BBC Radio, it’s validation of why the label exists. Beyond promotion, Rucksack is about discovery; for Danny, the joy lies in exploring and connecting with music in a way that keeps both him and the audience engaged.
Challenges persist, of course. Balancing the label with his work as a journalist, managing production costs, and navigating the logistics of vinyl releases are all part of the equation. But Danny embraces the complexity, fueled by the thrill of bringing new music into the world and the satisfaction of a label that, over five years, has developed a distinct personality and vision.
Looking ahead, Danny continues to juggle multiple projects. The label is preparing the next Dutch artist collaborations, challenging traditional release rules and pushing creative boundaries, while also considering expanding its editorial voice. In Danny’s hands, Rucksack isn’t just a label, but a platform, part curator, part publisher, and entirely devoted to music that surprises, challenges, and sticks with you.
Where To Start With Rucksack Records
NAHreally & The Expert - Bubble Wrap
Mary Sue and the Clementi Sound Appreciation Club - Oracle Bone Script
LTF - Give The Horns Some