"In the beginning, there was Jack, and Jack had a groove.

And from this groove came the groove of all grooves.

And while one day viciously throwing down on his box, Jack boldy declared..."



When you spend enough time carefully listening, you can easily compare yourself with an entity desiring a complete form it will never achieve. Because influential sound is something boundless, too big of a bite for any individual. If you spend your whole life trying to achieve this final form and still fail at the end, this time will not be considered wasted.

Audiophiles are still trying to find appropriate terms to define various musical genres. But, what they don`t realize is that by doing this they are actually limiting the music! It doesn`t have an easy-to-remember definition that can fully explain it. One who listens carefully will understand that everything known about music up to date, is just a small percent of what it has to offer.

Occasionally , a piece of sound splinters from the border of mainstream and the underground and fortunately reaches the right person. A person who will embrace that sound as it is, with no reserves and who will know to cherish it and enjoy it. This person willing to share that sound with the others, will be from now on referred to as a DJ.

Instead of tiring and, in a way, molding people with the same genre over and over again, six guys thought it would be a good idea to actually emphasize their differences and present their own style individually. Connected by music as the best means of channeling energy, with different influences and different tastes, they gathered under the same label in order to do together what they do best.

The label "Beat At Joe`s" will include everything that modern audiophiles recognize as house, funk, italo-disco, electro, techno, d&b... Their promise will be delivered at locations selected together with their audience, because without them on the other side of the decks they would be nothing but fancy fliers, t-shirts and idle, or even wasted, potential and talent.

This is not a story of Podgorica. It`s a story of the dancefloor.