The label provides a platform to homegrown artists working from, across and in some sense against hip-hop. Godnjavec's stated impatience with contemporary hip-hop, which he feels has become a generic pastiche of past glories in search of YouTube traffic, has led to the creation of a small roster that includes some of the country's brightest and best-known representatives of the broader but more abstract urban music scene.
These include N'toko, whose Parada ljubezni was one of the label's first releases back in 2010 and has since become a key point of reference for Slovenian hip-hop; Blaž, whose concept album Steven from 2018 perhaps best expresses the various intersections at which the label stands (hip-hop, abstract beats, soundtrack); the more ambient-minded .cunfa (Obsolete, 2016); Mito (the witty street stylings of Bratstvo and Estradstvo, 2017) and veteran genre-hoppers Moveknowledgement, whose Pump Down!!! came top of the Radio Študent end-of-year best record poll in 2011.
After a break of almost two years, Beton spent 2020 releasing the Be10n singles series to mark the label's 10th birthday.