Coming into the 2010’s Americans were recovering from a recession and new college graduates were entering the workforce to take advantage of opportunities that had seemed to dry up a few years earlier.

In this new landscape, “Hustle Culture” was born. Hustle culture championed mindsets such as, “Everyday I’m hustlin,” “Team No Sleep,” etc. But as side-hustles became the new professional accessory, it did have its cost: Many were surprised to discover self-imposed pressure and fear of failure leading to a burnout epidemic.

At Reach Records, we observed trends across urban Christianity suggesting believers might have secretly embraced hustle culture’s slave like approach to work. While also recognizing a growing subculture of folks who love Jesus and instrumental hip-hop.

So we designed Lofi Sunday, a LoFi Music brand that invites listeners to reimagine rest and see that it is not an obstacle to performance, but a lifestyle that can unlock a creative and fulfilling life!