The name, "Ninu Nina" stems from the alien language spoken by Robin Williams in "Mork & Mindy" ( a popular 1970's comedy show).




photo Alessandro Baldoni

Francesco Assenza began his profession in music as a songwriter in Italy and then switched to electronic music as a dj and producer. In Rome he was a resident dj at Goa Club and co founded the Unpolite Record label. In 2006 he moved to Berlin where he met Sarah Gatzhammer his wife  and Andrea Ferlin, his best man who are both his actual working partners. In 2008 they started SLEEP IS COMMERCIAL -a small digital music label, but with a strong idea behind it that grew organically through a network of friends that share similar feelings for music and life. Soon they developed the concept of creating a bigger 'art collective' and with friends like Hubble, Daniele Papini and Topper, (the core of the music label) they began collaborations with creatives like Vinicius Jayme Vallorani, Alessandro Baldoni , Michele "Boringvision" Zuddas, and Cliche Video in the matter of the realization of "Can´t Stop Caughin", ( see below we are very excited to premier this awesome video here first)!

Besides music, fashion is another passion Francesco wanted to explore so 2 years ago they created a  collection based on only one t-shirt and later joined forces with Livio Graziottin (http://www.pastpresent.de/) an impressive and visionary fashion designer also living in Berlin.

The  Sleep Is Commercial family is growing everyday. One of our NY favorite duos, Cem & Rg, Akiko Kyiama and Agazzi recently joined with artists such as Wareika, Bruno Pronsato, Ninca Lecee, Sonja Moonear, Stefny Winter, Pheek, Jakob Seidensticker, Easy Changes, Matt John, SIdsel Endresen and Bugge Wesseltoft.

Greatest inspirations or influences?

I try to stay in tune with everything happening around me and I get inspired by different interpretations people give to their life and how everyone finds their own way to get through it. This ' diversity' gives me a sense of love, tolerance and respect which I carry into my daily life.

Tell us about your first U.S tour

Well this was my first time in the U.S and have lots to say but what I'm gonna do is use only a few adjectives to describe the places I visited-

  • San Francisco > House Of Love
  • Miami > Ibiza
  • Washington DC > Underground Party People
  • NYC > A Lobster On A Roof Top
  • L.A. > Two Lobsters On A Roof Top
  • U.S.A. > Extended Family!!!

Upcoming plans for the summer? We are excited for some releases and collaborations with Sidsel Endresen and Bugge Wesseltoft two names from the gotha of the contemporary international jazz scene plus Bruno Pronsato, Ninca Leece, Jakob Seidensticker, Sonja Moonear and more to come.

In regards to events, apart from our frequent presence at Club Der Visionäre and Kater Holzig we are working on a project that's kind of a music festival/holiday in Sardegna in September with all our label dj's.

Favorite websites, blogs, publications?

  • Wired, RA and I'm a big fan of 9gag

Best part about NYC in your opinion?

I'm totally in love with Williamsburg

Anything else you'd like to share with our audience?

I want to thank everyone collaborating with SLEEP IS COMMERCIAL, because they are giving us the opportunity to share feelings through music and art in what is a very fake music industry.

The Sleep Is Commercial Family photo by Michi Klinko