In The Conference of the Birds, a 12th-century poem written by the renowned Persian mystic Fariduddin Attar, a flock of 30 birds set off to find the legendary bird king Simorgh. At the end of their long and arduous journey, the birds reach the destination, only to find the king does not exist – but that they themselves have become kings in the process.
For Matthias Koch, the founder of Hamburg label 30M Records – thirty is pronounced ‘si’ in Farsi, while ‘morgh’ means bird – the story offered an enchanting allegory for his project.
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