HoneyLuv has relaunched 4 THA LUV, her independent label and creative platform, alongside the release of new house single “Good Measure (I Like It),” featuring vocalists Gavin Turek and Cor.Ece. The move marks a significant step for the Cleveland-born DJ and producer, who has built 4 THA LUV to operate across music, events, content, mentorship, and artist development.
“Good Measure (I Like It)” arrives as the platform’s debut release, blending classic house chords, disco influence, shimmering synths, and soft R&B vocals into something that sits comfortably within HoneyLuv’s existing catalogue without retreading old ground. The track carries a warm, late-night quality, and the contributions from Gavin Turek and Cor.Ece give it a layered vocal presence that pushes it beyond a straightforward genre exercise.
What makes the release particularly meaningful is the backstory behind it. HoneyLuv wrote the track two years ago, sitting on it until the moment felt right — and that moment turned out to be the relaunch of her own label. “Good Measure is more than a record to me,” she said. “I made this song two years ago, so finally being able to release it into the world through my own label, 4THALUV, makes this moment that much more special. It feels like full circle. A reminder that some things are worth waiting for, and everything happens when it’s supposed to. This one has been mine for a long time, and now it’s finally yours.”
Releasing a record you’ve held close for two years through a platform you built yourself carries a different kind of weight than a standard label drop. That context matters here. 4 THA LUV isn’t being positioned as a vanity project or a side operation — it’s a deliberate infrastructure built around a clear set of values, specifically creating opportunities for Black, female, and LGBTQ+ talent while continuing to honour the communities that gave house music its foundation.
That mission runs consistently through HoneyLuv’s recent output. Her collaborations have included “Don’t Stop” with Muni Long, “I Need U” with TSHA, and “High in Ibiza” with Marshall Jefferson and rhys from the sticks — a body of work that reflects an ongoing commitment to working across communities and genres rather than staying fixed in one lane. 4 THA LUV formalises that approach into something with longer-term structural ambition, extending beyond music into events, content, and artist development.
The relaunch also arrives at a point where HoneyLuv’s profile is continuing to grow on the live circuit. The remainder of her year includes dates at Pacha Ibiza, Boiler Room Los Angeles, Defected Malta, Amnesia, and Amsterdam Dance Event — a run that spans some of the most prominent stages in electronic music. Each of those appearances now carries the 4 THA LUV name alongside it, giving the platform real-world visibility as it gets off the ground.
For a genre that has spent decades watching its cultural origins get absorbed and repackaged by institutions that rarely gave credit where it was due, an independent platform built explicitly to centre the communities house music came from carries genuine significance. HoneyLuv isn’t making that point loudly or with a press release full of mission statements — she’s making it through the structure of what she’s built and the music she’s chosen to open with.
“Good Measure (I Like It)” is out now across streaming platforms. More music, events, and creative projects are expected to follow through 4 THA LUV.
Sources: EDM Identity, DJ Mag
