Francesco Assenza began his career in music as a songwriter in Italy, 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, who became his wife, and Andrea Ferlin, his best man and working partner. Together 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 who share similar feelings for music and life.
The collective developed into something larger than a label, bringing together musicians, visual artists, and designers. Collaborators have included Hubble, Daniele Papini, Topper, Vinicius Jayme Vallorani, Alessandro Baldoni, Michele "Boringvision" Zuddas, and Cliche Video. Artists on the label include Cem & Rg, Wareika, Bruno Pronsato, Ninca Lecee, Sonja Moonear, Stefny Winter, Pheek, Jakob Seidensticker, Easy Changes, Matt John, Sidsel Endresen, and Bugge Wesseltoft.
Francesco and Andrea also founded a fashion line: first one t-shirt, later an expanded collaboration with Berlin-based designer Livio Graziottin of Past Present.
