Why a label called No

I wanted to create the last one label called No Records, the sub label of Nühn Records and all evolve this project. The word that names the label is looking for a contradiction, Nühn in many times created contradicted ideas in the title of his works, I think it is like all of us, changing ideas, wrong words, different ways, everything is a big human contradiction, maybe it has to be like this, to try understand this world.