QUAL — Interview

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MAY 30, 2026 + By S13

InterviewRomance Can Slay the Dragon

William Maybelline on Qual as a protection amulet, Love Zone, body, mysticism, machinery, love, disgust and the right to explode.

Archive mix / STM 212
Qual William Maybelline Love Zone Interview
Interview map Jump through the conversation

Some artists arrive with a style. William Maybelline seems to arrive with a charge. As Qual, his music does not behave like a genre exercise or a clean revival of EBM, industrial, goth or dark electronics. It feels pushed through the body first, then through machines, strings, voice, sweat, damage, humour and appetite. The result is often physical before it becomes intellectual. It snarls, convulses, seduces, limps, flexes, laughs at itself, then suddenly reveals something almost tender underneath the noise.

Maybelline is widely known as one half of Lebanon Hanover, but Qual has always moved with a different kind of pressure. It is less about atmosphere as distance and more about contact. The basslines are bodily. The vocals often feel like pressure escaping before language has had time to dress itself properly. The visual world around the project is just as coded: sunglasses, gloves, boots, folded denim, posture, theatre, refusal, absurdity, mysticism. None of it feels like decoration. It is part of the spell.

William Maybelline on the road to Las Vegas
William Maybelline on the road to Las Vegas.

Our conversation began casually, as a back-and-forth exchange while William was on his way to Las Vegas for a Lebanon Hanover show. What opened from there was not a conventional album interview, even though his latest Qual full-length, Love Zone, sits at the centre of the discussion. Instead, the thread moved through the body as self-preservation, childhood dancing, machinery, illness, romanticism, the soul of instruments, dying synthesizers, labels, repetition, survival, love and the strange problem of remaining honest when almost everything around us wants to become content.

One of the most revealing turns came when the conversation first approached Love Zone as a poisoned document of the present, full of digital decay, screen addiction, damaged pleasure and artificial happiness. Maybelline did not reject that reading, but he opened another room inside it. For him, the album is also a retreat from modern chaos into the arms of his wife. That shift matters. In a musical language often built from pressure, disgust, violence, sweat and abrasion, love becomes the strangest element precisely because it refuses the easy pose of total darkness.

What follows is a conversation with William Maybelline about Qual as protection amulet, music as a force that powers the body, instruments as living things, romance as brutality, and the need to give people permission to explode and be themselves.

William Maybelline / Qual in the studio
William Maybelline / Qual in the studio.

01Body, movement and self-preservation

S13

Qual has always felt very physical to me. Not just sound coming from machines, strings and voice, but something pushed through the body, through repetition, tension, sweat, maybe even exhaustion. Since you've been carrying this energy for years now, I'm curious how time changes that relationship. Does the body become more of an enemy, more of a tool, or maybe more honest with age? Do you still try to overpower it, or do you listen to it differently now?

William Maybelline

My body responds to what I produce, so it receives energy from the music it creates. Like self-preservation, my body and the music are symbiotically connected. I've felt this way all my life. It began around five or six years old, when I would always dance to music. Growing up in the 90s, I even remember dancing to some 50s swing music, Michael Jackson and whatever 90s dance hits were around then. I can't say it ever changed. It only increased and continues.

S13

You said the body receives energy from the music it creates, and that this has only increased and continues. I understand that as a listener too, in a smaller and probably less heroic way. Some music can pull you out of a comfortable chair and almost repair your sciatica for a few minutes, and Qual can definitely do that to a body. But how does this loop work from your side? If the music feeds the body and the body feeds the music back, what exactly has increased over the years? Is it stamina, hunger, anger, discipline, joy, stubbornness, or something harder to name?

William Maybelline

Equipment and passion have increased, and the passion was already there to start with. It's just an eternal quest. So many sounds and textures await that can tickle my soul and pull out something deeper from within. There is no discipline, just constant curiosity and the urge to create.

02Image, mysticism and the metaphorical character

S13

One thing I always notice with Qual is how precise the visual codes are, even in small details. Glasses, leather gloves, boots, folded denim, posture, the way the body carries the music before anything even starts. In EBM, goth and industrial, these things were never just decoration, but now all those codes are mixed, copied, sold, rejected, or sometimes deliberately hidden. How important is that visual and physical alignment to you today? Do you feel people understand Qual more deeply when they can read those codes, or should the music be able to wound, seduce or disturb even someone who knows nothing about the world it comes from?

William Maybelline
SARIN and Qual as GENERAL DYNAMICS
SARIN + QUAL as GENERAL DYNAMICS.

I've always been a fan of imagery and aesthetic. I have a diploma in Art & Design, and I'm very fond of visual content and how things look, or even bear certain connotations. I grew up with Madonna and Michael Jackson, so I was always captivated by appearances. The visual identity is a must. It is an enhancement to the music. They go hand in hand. I definitely feel it gives a certain vibe to read to an extent, but I remain open. I don't want to define anything. I'm into mysticism.

S13

Madonna is interesting to mention. To be fair, I adore her earliest work, and I've heard stories from fellow artists about how she moved from the Detroit area to New York and carved her way through it with almost absurd force. Quite astonishing. I have also seen some of the films she acted in, especially Desperately Seeking Susan, and I should say some of them are perfect Sunday morning popcorn, even for goths who need to lie down for once. But back to the point. When you mention Madonna, MJ, Art & Design, and then mysticism, I'm curious what mysticism actually means for you in this context. Is it about keeping part of the work unreadable, or about giving the image and sound a charge that cannot be explained only through style, genre or biography?

William Maybelline

Mysticism to me is a force unknown from another realm, magic we cannot see but which is always running in the background. I am a firm believer in magic. For sure, there are going to be parts that are not easily perceivable. In daily and working life I remain a metaphorical character. I always was.

03Fragmentation and the refusal to become fixed

S13

You move through a lot of different places with Qual and Lebanon Hanover, so I guess you see the underground from many angles. Different cities, rooms, crowds, levels of devotion, style, posing, danger, humour, boredom, whatever. I'm curious if you still feel some common pulse underneath it all, or if everything now feels more fragmented, self-aware and online. Where does it still feel alive to you, not polished, not branded, but strange in a real way? I mean those moments where a room still feels slightly unstable, bodies too close, bad decisions, broken glass, smoke, candles too near the tablecloth, someone going too far without turning it into a performance. And where does it become too safe, just arrival, soundcheck, show, hotel, photos, departure, with nothing left to haunt anyone afterwards?

William Maybelline

That's a good way to put it. I'm very fragmented. I mean, I'm not particularly looking to any underground. My Spotify is all over the place. I just made myself a playlist titled Black Industrial Utopic Death Trip. Sounds pretty serious, I know, but after that I could jump to the silliest pop hit and everything in between. Personally, I'm not one for repeating myself. I'm always going to be spontaneous here and there. That is where it's real. I live by that.

S13

You said you're fragmented, that you're not really looking to any single underground, and that you're not one for repeating yourself because spontaneity is where it becomes real. That feels like a strong position now, because artists are constantly pushed into becoming a recognizable shape by scenes, audiences, promoters, algorithms, even by their own past. Is it hard to stay spontaneous once people think they know what Qual is supposed to be? Do you see Qual as a fixed identity, or more as a way to keep escaping the identity people attach to you?

William Maybelline

In the beginning, Qual was a young man wanting to wallow in electronic mourning. I'm still that person, I'm just constantly into different vibes, ways of doing things. I mean, I've even dabbled in some guitar tracks, which I thought I'd never do. But this is what I'm saying. I'm not particularly chained to any one style and never will want to be. I'm doing as I feel.

I do feel people get a general idea of what I'm going to deliver, say a funked-out bass riff, heavy beats, snarls and a venomous splurging of vocals here and there. But who knows what will fall in between? I personally don't know what the hell I will be writing tomorrow, but no matter how it's frothing forth, you're getting my insides one way or another.

04Love Zone, love and disgust

S13

Love Zone feels like a strange title in the best way. It sounds almost soft, erotic or inviting, but the record itself feels poisoned, physical, irritated, funny in a sick way, and very much trapped inside the present. There is this sense of digital decay, screen addiction, chemical shortcuts, artificial happiness, the body being fed too much and still wanting more. What is the Love Zone for you? Is it a place of desire, sickness, comedy, addiction, tenderness, disgust, or all of those things rubbing against each other until something starts to spark?

William Maybelline
William Maybelline / Qual with his wife
William Maybelline / Qual with his wife.

You're mostly in the ballpark with your analysis. Love Zone is my retreat from all that modern-day chaos and into the arms of my wife. The album is, after all, also dedicated to her.

S13

I like that you added this intimate centre to Love Zone, the retreat from modern-day chaos into the arms of your wife. It opens the title in another way. In music built around pressure, decay, violence, sweat and damaged pleasure, love can almost become the strangest element because it refuses the pose of total darkness. How do you keep love inside Qual without making it sentimental or clean? Is it a shelter from the chaos, or another force that makes the chaos worth surviving?

William Maybelline
Album / Love Zone

Qual is always for love and for disgust, or whatever is catching my attention at the time. I'll fuse it with the music. Qual is a protection amulet during battle. It pulls me through.

S13

You called Qual a protection amulet during battle. What kind of battle are we talking about right now - the world, boredom, numbness, normality, your own softer parts, the feed, or something else entirely?

William Maybelline

It's an amalgamation. I've lived with a kidney disease since being a baby. The music I make carries me through, the music powers me. I guess I would rather say the music I make is my amulet of protection, since I also write music in Lebanon Hanover and it has the same effect. And yes, life can also feel mundane, and I want to escape.

Video / Qual - Come With Me
Qual - Come With Me.
Qual performing live in smoke
Qual performing live. Photo by Zer Ghoul.

05Craft, chaos and control

S13

You said there is no discipline, just constant curiosity and the urge to create. I like that, because it goes against the usual idea of electronic music as control, structure, programming, precision. With Qual, especially when working with hardware, it often feels more like you are provoking machines until they start giving something back. How does a track usually begin for you now? Is it a bassline, a texture, a rhythm, a phrase, a mistake, a physical reaction? And how do you know when it has become a real Qual track rather than just another interesting sound in the room?

William Maybelline

It does feel like that, but I need to add that although it sounds like I'm just throwing things here and there, eventually I do get very mathematical and structure things in a very particular way. There is a time for chaos and a time for control.

That is a nice way to put it. For sure, I'm pushing them, provoking them until they give in. But some machines, some days, I just switch on and they hit me in the right way.

I've started tracks messing with sounds, vintage samplers, effects, drum machines, but a lot of the time I've started with basslines. It just seems to be a simple start for me, and I build on top. Or I might want to write a slow dirge or a faster banger and roll with the tempo.

It's a real Qual track when something of it gets me going. I need to really like it. It's that simple. Some tracks have been slow burners. There can be something I kind of like about it, but I'm not super impressed, so I ride it out and somehow I flip it, change it around, until I like it more. It's kind of like I'm given some marble rock. There are parts of it leaking through that I like, but if I want it to work better for me, I have to chisel it to my liking. It usually works out.

S13

You said there is a time for chaos and a time for control, and I like the marble image, where something is already leaking through but still needs to be chiselled into shape. That feels very close to how I hear Qual. It can sound like something erupting, but also like it has been cut into a very specific form. How do you know when control is sharpening the chaos, and when it starts killing it? Is there a point where you deliberately leave some dirt, awkwardness or excess in the track because that is where the life is?

William Maybelline

Control is sharpening the chaos when it just sounds right. I just know. It's not easy to explain why, it just feels right, and when I have no need to add or remove, then it makes sense. Bits of dirt can always be left. I do my best to keep a lookout for such things. Anything that might have an uneasiness about it, for sure the life lives in that.

A good example is on the track Cyber Care (from his 2019 EP of the same name). There is a corrupted sound coming around 1:25 that is literally the sound of an 80s synth dying on me while recording, an Ensoniq SQ80. I was like, okay, I'm crying over this beautiful synth dying, but that sound fits so well. There are a lot of unintended sounds throughout my discography. I want it that way. I love unplanned outcomes in music production.

06Guitars, instruments and future mutation

S13

For a Moment of Happiness stands out on Love Zone because it slows everything down and lets in those piercing guitar lines. Of course, knowing your work with Lebanon Hanover, that world is not foreign to you, but inside Qual it feels different, like the same wound translated through another temperature. What makes you bring guitars into Qual now? Do they open a more vulnerable, romantic or mournful space for you, or are they simply another weapon when electronics alone are not enough?

William Maybelline

I'm into guitars. It is, after all, my first instrument. Naturally, I've written many riffs in the band (Lebanon Hanover), and as for For a Moment of Happiness, it just felt like a guitar needed to go there. It goes back to how I mentioned I would rather not restrict myself. I prefer to follow my gut. I think guitar riffs can cut in a certain way. They have a crunch like nothing else. Indeed, we can class it as another weapon with a particular texture to it that can translate a certain vibe.

S13

Since you don't want to be chained to one style, and since guitars, samplers, machines and whatever else can enter the room if the gut says yes, where do you feel Qual could mutate next? I don't mean this in an announcement or press-release way. More in terms of what kind of force you still feel curious to let in. More romance, more violence, more slowness, more absurdity, more collaboration, something cinematic, something uglier, something strangely beautiful?

William Maybelline

I just wish to make pieces that cut through the grain, slice through obvious shit that exists today. I will always push production, how synths, drums, modular and sound recordings are treated. I pull from all over the place. It's impossible to say where it's going, since I'm literally rolling with my feelings whenever it comes to writing.

On top of this, I'm an absolute gear whore. I'm into all kinds of things, be it boutique pedals, racks, wild Eurorack modules, old and new synths. For example, I just decided I want an E-mu Emulator II, so who knows what crazy shit I'm going to bust out with that. As mentioned, I am wide open. I never want to define or ground myself.

S13

The dying SQ80 on Cyber Care is a beautiful detail. A machine almost collapsing, but leaving exactly the right wound in the track. Do you believe instruments have ghosts? My early Secret Thirteen colleague Paulius Ilius once pushed me deeper into the whole hauntology thing, and it stayed with us as something really interesting - sound as memory, technology as a haunted object, machines carrying traces of time, use, decay. Or is it simply what happens when electricity, memory and damage meet at the right second?

William Maybelline

All instruments are living, wood or electronic. So not even ghosts, but more soul. They speak to us, but we have to interact with them.

William Maybelline performing with Lebanon Hanover
William Maybelline performing with Lebanon Hanover, around 2015. Photo by Isolde Woudstra.

07The obvious, labels and romance

S13

You said you want to slice through the obvious shit that exists today. What feels most obvious to you now — in music, in scenes, in how artists present themselves, in the way people try to look strange but end up looking the same?

William Maybelline

Exactly, there are far too many lookalikes and soundalikes. I'm not ridiculing here, but I firmly believe there is room for personal character. This is what's possibly missing these days. Being far too much like one artist or band that already existed is dull. I mean, you can break down some of my stuff and kind of get an idea of what it may sound similar to, but it's never my main focus. There is a quote that comes to mind on the topic: "Talent borrows. Genius steals."

S13

You have released through different labels and also through your own Operation Qual Records. What does a good label still give to an artist today, beyond format, pressing, distribution or promotion? Is it trust, taste, protection, timing, a certain world around the record, or just someone who understands when not to interfere?

William Maybelline

A good label gives the artist freedom to breathe and do their thing, stretch their wings and channel what they wish in their music. That and time, and a label that genuinely likes your music and you're not just a cash puppet.

S13

Goth and romanticism can easily become costume or nostalgia, but at their best they still touch something real. What does romanticism mean to you now, as an adult, not as a teenage fantasy? Is there still something dangerous in romance?

William Maybelline

Romanticism is a way of life. It is being in awe with the realities of beauty: a tree, an animal, a building, a word, a person, the universe. It is an outlook. Romance is pure brutality. To be romantic is to be absolutely fearless in the eyes of the dragon. Romance can slay the dragon if it wishes to do so.

08What remains in people

S13

One wider thing I'm curious about. In a time where almost everything becomes content, taste becomes identity, and even rebellion can quickly become a look, what do you think is still worth protecting in a person? What should remain private, strange, ugly, sacred, childish, ridiculous or impossible to sell?

William Maybelline

A human's existence, their soul, their curiosity, their wonder. Nothing has to remain hidden. It also does not need to be sold. Just simply be yourself.

S13

After all this talk about body, mysticism, curiosity, control, love, machines and the soul, I wonder what you actually want to leave in people. Not a message exactly, and not a lesson. More like a residue. When someone leaves a Qual show or finishes a Qual record, what would you like to remain in them the next morning? A bruise, a laugh, a desire to move, a strange image, a bit of courage, some discomfort, or simply the feeling that something inside them was allowed to froth for a while?

William Maybelline

I wish to give people power, or at least question life, our current situation on planet Earth in 2026 and beyond. I want to give them an escape, an atmosphere to see in different ways or feel something. I want to give all who listen allowance to explode and be themselves.

S13

You said you want to give people power and permission to explode and be themselves. That sounds simple, but it is a lot to actually mean it. Do you think people are more repressed now, even while everything looks expressive online?

William Maybelline

Very true, it is a lot, but if my music could even just slightly assist that, then it's awesome. It's hard for me to answer if people are more repressed these days. Ultimately, I'd just love for my music to give people a little or big push.

S13

One random one. Do you believe more in ghosts, aliens, fate, magic, machines, love, or accident? Or are they all just different names for the same pressure moving through life?

William Maybelline

I do believe in certain things that were supposed to happen in my life, that led me to where I am today for good reasons. But yes, all of the above and beyond. I do feel they are separate from each other.

Qual in the crowd
Qual in the crowd. Photo by Dark Allies.

09Secret Thirteen archive and the next mix

S13

A small Secret Thirteen archive question. When was the last time you listened back to the mix you recorded for us years ago? Would you change anything in it now, or does it still stand as that version of you? And would you ever be up for recording a new S13 mix, now that Qual has mutated again?

William Maybelline

The last time I heard it was probably just after it was made. I only remembered doing it after you mentioned it. This was many years ago and I am doing millions of things since then, so it is hard to keep track of everything with such a busy life. If you like, I can check it and let you know if I would change anything.

I could definitely fix up a new mix.

10Secret Thirteen, independence and not becoming another content machine

S13

A more personal one from my side, because I'm dealing with this while bringing Secret Thirteen back. We are a completely non-commercial journal from a corner of Europe, not the biggest platform, but built with real care, context and a long memory. Coming back now and inviting artists for mixes sometimes feels strangely harder than before. It feels like many artists who speak the language of underground still choose platforms with bigger reach, corporate backing, sponsors or safer visibility, even when the context is much thinner. What do you think changed? Is it just survival, ambition, algorithms, fear of disappearing, or has the underground itself become more dependent on the same systems it once wanted to avoid? I also notice it is often easier to speak with older, more experienced artists who have already been through fire and water, while many rising names feel unreachable, like they are already managed by the logic of exposure. What would you say to someone trying to keep an independent platform alive without turning it into another content machine?

William Maybelline

From what underground bands I know of, I would imagine they would love to feature on your page. I'm unaware of bands or artists unwilling to be featured. As for continuing to exist, I would say remain true and honest with what you're about, not to kiss ass and crowd-please.

Afterword

William Maybelline has been carrying a kidney disease since he was a baby. He has also been dancing since he was five or six years old. These two facts sit quietly at the centre of everything else in this conversation, and they explain more about Qual than any clean genre description could. The music is not dark as decoration. It is dark because the body, when it survives honestly, does not always sing in clean lines.

By the end of this conversation, what stays is not only the list of contradictions - love and disgust, control and accident, romance and brutality - but the logic underneath them. Qual does not resolve because life does not resolve. The amulet protects because the battle is real.

What he wants to leave in people is permission to explode and be themselves. That is not a small wish. It comes from music that knows pressure, illness, humour, desire, ugliness, machines, the soul of old wood and old circuitry, and the strange shelter of love during whatever this world is becoming.

The old Secret Thirteen mix is still in the archive, a trace of one earlier version of that force. A new one may follow. For now, this conversation is enough - not a fixed portrait of an artist, but a record of something still moving.

S13

S13

Founder, editor, and DJ behind Secret Thirteen — an independent journal of audio archaeology, curating timeless sound narratives on DIY principles since 2010.

About Author

An interdisciplinary journal, offering eclectic mixes and smart interviews with original artists and label owners as well as contemporary art reviews.

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