Loveless Music Group was created to market, promote and cultivate a specific style of music. The name is a blatant My Bloody Valentine reference. Its mission is to develop the genre by fostering the creation and sharing of music, organizing performances, and arranging an integrated communications process for the benefit of musicians, bands and fans of the style. Loveless Music Group is a cooperative. All employees play in bands, or have some affiliation with music, and are involved simply to support the sound.