Originally Phlow is a German webzine founed by Moritz "mo." Sauer a German journalist and musiclover. The magazine initially focused on publishing interviews, portraits and reviews about artists who release their music licensed under a creative commons and several forms of netculture. Since its birth in 2000 Phlow evolved and initiated the Netlabel Catalogue, a directory of netlabels and started an international version in English on September 2007 called Phlow-Magazine.com.