MEMORO, Defined: How Joyhauser Created a Label, Live Show, and Philosophy
Since first teaming up in 2017, Belgian duo Joyhauser has become one of the most consistent and respected acts in modern techno. Known for a sound that merges tension, emotion, and peak-time energy, they’ve played the world’s most important stages—from Awakenings and Tomorrowland to Monegros Desert Festival and Loveland ADE. But with the launch of MEMORO, their own label and live event concept, Joris Cielen and Stijn Vanspauwen have entered a new chapter—one that puts full creative control in their hands.
More than just a platform for their music, MEMORO is a curated space where the pair explore a deeper, more atmospheric side of techno. It’s a brand built around storytelling, emotional intensity, and long-form experience—whether through AI-enhanced visuals in their live shows or a label catalog that prioritizes feeling over formula. After successful events in Switzerland, France, and Belgium, they’re now bringing MEMORO to New York for the first time, choosing Gray Area and Superior Ingredients for its North American debut.
In this interview, Joyhauser shares what MEMORO means to them, why they’ve been so selective with where it shows up, and how the concept blends musical instinct with long-term vision.
1. What does MEMORO represent to you personally, and how does it differ from your other Joyhauser work or releases on other labels?
With MEMORO, we want to release music that sits between modern peak-time techno and the faster side of techno. With other labels, we always have to be careful how the productions will sound and fit. With MEMORO, we can do whatever we like. Not too fast and not too slow. Groove and authenticity are key elements for us.
Having our own label gives us the opportunity not only to shape our own artistic vision, but also to support new talent and offer them a home to express themselves and release their work. With MEMORO, we want to create a community more than just being a label. After releasing a lot of music over the past years, being on the other side now feels like a natural next step—a way to build the future and create a pathway for the next generation.
2. You’ve been very selective about where MEMORO events happen. What makes a city or venue the right fit for the concept? Why was New York one of those places?
We do try to be selective with our MEMORO events. MEMORO is all about creating and preserving beautiful memories for the people on the dancefloor. We always choose quality over quantity. Curating a strong lineup is one thing, but selecting the right city and the right venue is just as important.
New York has always held a special place in our hearts. It was one of the first major cities outside Europe where we had the chance to play right after our breakthrough, and the support from the people there has always been incredible. It’s a city we return to every single year, so for us, New York, Gray Area, and Superior Ingredients truly embodies what MEMORO stands for.
3. The MEMORO live experience blends sound, emotion, and even AI. Can you talk about how you approached building a show that balances all of that while still feeling human and raw?
The idea for the MEMORO live experience was born during the COVID period. We’ve always been fascinated by AI and the human mind, and combining those interests with a show built entirely around our own music felt like the next step.
Our goal was to blend 100% original music on stage with visuals that were carefully crafted to match and enhance the emotions behind each track. Finding the right balance was essential—the music should always remain the core focus, while the visuals, created together with Byssolo, serve to support and amplify its impact.
To be honest, we began developing this concept before AV shows became widespread. Then Anyma pushed the visual experience to a completely new level, which made it harder to surprise people in that same direction. That’s why we’re now considering evolving the concept and possibly taking it in a different direction in the future.
4. Can you share what kind of artists or sounds you’re looking to release or book under the MEMORO brand? How do you decide what belongs under this umbrella?
For MEMORO, we’re looking for artists and sounds that sit in the space between modern peak-time techno and the faster, more energetic side of techno—but always with groove, personality, and authenticity. It’s not just about power or tempo; it’s about music that carries emotion, drive, and a signature identity.
When we decide what belongs under the MEMORO umbrella, we focus on whether the track or artist fits the feeling we want to create: timeless, memorable, and impactful.
Whether it’s for a release or an event, we look for artists who bring their own character, who aren’t just following trends but adding something meaningful to the techno space. If the sound feels fresh, powerful, and true to the spirit of MEMORO, then it belongs with us.
5. What was the turning point for you in deciding to start a label and brand instead of just releasing music independently or on other platforms?
For us, the turning point came after years of releasing music on other labels and feeling the desire to build something that truly reflected our own vision from start to finish. We loved working with other labels, but at some point, we realized that we wanted more control—not only over our own releases, but also over the artistic world around them.
Starting MEMORO wasn’t just about putting out tracks; it was about creating a home with its own identity, story, and aesthetic. A place where we could shape the sound we believe in, support emerging talent, and build a community around our musical philosophy.
6. For fans seeing MEMORO live for the first time in Brooklyn, what’s something you hope they feel or walk away with by the end of the night?
For fans seeing MEMORO live for the first time in Brooklyn, we hope they walk away feeling completely transported. This project is all about tapping into deep emotion—memories, energy, contrast—so if people leave the room feeling like they went on a journey with us, that’s the goal.
We want them to feel that blend of intensity and nostalgia, that moment where the music connects with something personal. And since it’s our first time bringing MEMORO to Brooklyn, we hope the crowd feels the raw power of that shared experience—like they were part of a debut that only happens once.
7. If MEMORO were a movie genre, what would it be—and why?
If MEMORO were a movie genre, it would be a blend of sci-fi thriller and psychological drama—very similar to Inception. That film plays with layers of reality, emotions, and memories, which is exactly what we try to do with our music and events.
Like Inception, MEMORO isn’t just about what you see or hear on the surface. It’s about creating deeper emotional layers, moments that stay in your mind long after the experience is over. The same way the movie blurs the line between dreams and reality, we aim to blur the line between music, visuals, and emotion—pulling people into a world where everything feels both powerful and meaningful.
8. You’re curating an afterparty immediately following a MEMORO show. What’s the first non-techno track you’d throw on?
We’d go with Moderat—starting with The Mark (Interlude) and then sliding into Bad Kingdom. The Mark is perfect for creating a reset moment after a heavy techno set. It gently wipes the slate clean and shifts the crowd’s mindset into a more emotional, open space.
From there, Bad Kingdom lifts the room back up with something iconic but still warm and grounding. It’s a great way to guide everyone into the afterparty atmosphere with intention.
9. What’s one thing fans might be surprised to know goes into preparing a MEMORO set or show?
People might be surprised by how much emotional preparation goes into a MEMORO show. It’s not just about selecting tracks—we spend a lot of time tuning into a specific feeling or memory we want to translate to the crowd.
But once we’re on stage, it becomes something completely different. We work very much in the moment: we bring a huge amount of music on our USBs and treat the dancefloor as a blank canvas. From there, it’s pure anticipation, reacting to the room, shaping the energy, and letting the atmosphere guide us.
So even though there’s a lot of intention behind the concept, the actual set is always alive, evolving, and unique to that night. One thing is sure—a lot in our sets are crafted from our label’s catalog, mixing released and unreleased music with Joyhauser material, including plenty of tracks that fans haven’t heard yet.
10. The word ‘Memoro’ has Latin roots meaning ‘to remember’ or ‘to bring to mind.’ Was that intentional when you chose the name?
Yes, the meaning behind “Memoro” was absolutely intentional. Our DJ name comes from two psychologists — Joy Paul Guilford and Marc Hauser — and with the background in psychology, we’ve always seen ourselves as a kind of therapist on the dancefloor. So when we were searching for the right label and concept name, we wanted something that connected to that idea as well.
As DJs, beyond making people feel good in the moment, we want to create memories that stay with them — the kind of experiences they carry long after the night is over. That’s why the Latin word Memoro, meaning “to remember,” felt perfect. It captured exactly what we wanted the brand to stand for, and we’re genuinely happy with how naturally it fits our story.
