The team behind this singular space — the backdrop for Bad Bunny's music video for "No Me Quiero Casar" — is launching a record label on March 14, capturing the essence of Medium Cool's musical ethos.
"When we first started programming music for Medium Cool, we wanted to create something that felt a little different, a little more intimate," explains Jake Jefferson, cofounder of Medium Cool Records, as well as a music programmer for the music lounge. "When I first walked into the venue, I remember thinking, 'Okay, no crazy lights, no over-the-top production. Let's just put a disco ball up and let the music do the talking.'"
That intentional approach to ambiance is a key part of the Medium Cool experience. While live jazz performances usually dominate the early evening hours, the vibe shifts dramatically at 10 p.m., with the stage clearing and the dance floor coming alive with the help of the venue's resident DJs that have such a distinct sound, Medium Cool's programmers decided to channel this in their very own label.
Medium Cool Records Invites You to Get Lost in the Sound
Medium Cool Records will officially be released under Super Music Group, which has worked with artists like Amtrac, Helado Negro, and Major Lazer's Ape Drums. It joins other imprints like Bashment Records and Openers."Medium Cool has always been this really cool hybrid," says Brandon Kessler, Jefferson's business partner. "You get the energy of a club but with a much more relaxed, almost lounge-like feel. The music we play is all about that feel-good factor. We're not trying to be the most cutting-edge or serious. We just want people to come in and lose themselves in the groove."
It's that groove that lies at the heart of Medium Cool Records. Launched as a natural extension of the venue's musical identity, the label showcases the resident DJs who have helped shape the club's sonic landscape. Acts like Jovigibs, whose debut single "Not My House" will be the imprint's first release, represent the type of talent the team wants to amplify.
"Jovigibs is one of our Saturday night residents, and his dad was an influential Venezuelan musician back in the Eighties," Jefferson explains. "So he has this amazing musical lineage, and he's been making his own stuff for years. When we started talking about doing the label, it just felt like the perfect fit to have him be our first release."
The label's ambitions will extend beyond highlighting the venue's in-house talent. Medium Cool Records also looks to tap into the broader network of DJs and producers who have graced the club's stage and even reflect their sound throughout the 305.
"We want to have consistent releases from our local Miami artists, but also bring in talent from further afield who we think align with the Medium Cool sound," Kessler says. "And we're not just talking about putting out records – we want to do global events, pop-ups in other cities, really immerse people in this world we're creating."
Medium Cool Records is a natural extension of the South Beach lounge, which hosts jazz in the evening before shifting to a dance club environment after 10 p.m.
Medium Cool photo
"We've been in this business for a long time, working with different labels and artists," Jefferson adds. "So we know how easy it is to get caught up in the hype, to try and chase what's hot. But for us, it's really about staying true to the vibe of Medium Cool and finding artists who can help us expand that vision in a genuine way."
Medium Cool Records Isn't Chasing Trends
The label's commitment to authenticity is reflected in its approach to business partnerships and artistic collaborations, prioritizing personal relationships and a shared creative vision over commercial considerations. That's the best part about starting with artists who have worked with the venue's music programmers for years. While they're scouting for new talent, they're also simply tapping into their existing network of collaborators and friends."A lot of these DJs we're working with; they're not just people we booked to play the club. They're people we've known for years, who we've worked with in other capacities," Kessler says. "So it's not just about finding the hottest new thing; it's about building something sustainable, something that reflects the core of Medium Cool."
That ethos is deeply rooted in the fabric of Miami's nightlife scene. From the venue's minimalist aesthetic to carefully curated musical programming, every element has been designed to cultivate a specific vibe that blends the underground and the mainstream, the familiar and the unexpected.
It's an ambitious goal, but the team behind the label is undaunted. With a deep knowledge of industry experience and a clear vision for what it wants to achieve, the team is confident that Medium Cool Records can become a driving force in shaping the future of Miami's dance music landscape.
As for how locals and Medium Cool loyalists can get in on the action, the venue is planning an official record label release party on March 13 to celebrate the onset of their new project. While it's sure to be a classic Medium Cool night, it's also a welcoming of new territory for the Miami Beach locale, solidifying it as a very real auditory personification of the 305's growing music scene beyond its walls.
"At the end of the day, we just want to have fun with this," Kessler says. "We're not trying to reinvent the wheel or chase some elusive commercial success. We're just trying to create something that feels authentic, that brings people together around a shared love of great music. And if we can do that, then I think we'll have succeeded."
