Since we started Joe & The Juice, music has been one of the strongest elements in our DNA. Several of the earliest employees were DJ’s and friends from Copenhagen’s electronic underground scene. They made the mixtapes that was played in the stores, which gave the Joe & The Juice a very edgy, club-like music profile. Especially the sound Solomun brought to the scene in 2007-2008, was the preferred vibe during busy weekends, when the energy was peaking. Since then, we have made the playlists slightly more mainstream, but we keep our electronic vibe and all of the music is still selected by our employees.