a theory of earth & rebellion


there are two constants that we encounter in this realm.

  • Earth (erTH) - the unchangeable circumstances of your situation.

  • Rebellion (ri’Belyen) - every daily decision you make on your own.

We describe it as one's /koo and it's become a religion, a mind state and a reminder.

The Mantra.

It is not a matter of social status,

rather a presence of being.

earth // erTH

The irremovable circumstances of life.

ie: birthplace, family

ri’Belyen // rebellion

The choices and decisions made on a daily basis.

ie: physical condition, location, attire


Providing a truthful lens on miscibility by displaying people and their creations.



is a multimedia and design conglomerate, headquartered in The Bronx, New York.

Unofficially formed in 2012 (officially in 2022), the company operates as a

  • Record Label

  • Film & Production Studio

  • Publishing House

We have coined, The theory of KOO, a belief that each individual has the ability to elevate one’s self by accepting one’s EARTH & establishing one’s REBELLION.Find your KOO. Find your power. Appreciate and embrace one’s self. Acknowledge one’s existence, self worth, accountability and potential of ability.

The company also owns the fashion house, APKC, and the art house, PSRSLY KOO.

Created and owned by Tyler PSwitch Dow, who is also co-owner of Studio91 NYC (with 1stLoveMusic Matt Reyes) and the financial business, Fina Free NYC. Though operated separately, they are affiliates and often collaborate.