In 2004, Alexandre & Guillaume founded their own ad agency, Magnetic Promoters, which has contributed to the emergence of major cultural phenomena of our times (Battles, Matthew Dear, I Love UFO, Strings of Consciousness, NLF 3 (Trio), DAUU, Sir Alice, MF Doom, and others). They then launched their own label, (Asphalt Duchess), in 2005. Alexandre & Guillaume soon had an innovative, ground-breaking catalogue that included the Psapp duo from England, Grizzly Bear from New York, the French composer François Eudes Chanfraut, and the Swedish group The Embassy, joined more recently by Mondkopf, Sh** Browne and Society.

In 2008, Alexandre & Guillaume also became art directors for the (Lofty label), where they are developing the Girl Powder compilation project.