Not only a Coast Salish design house, Ay Lelum is also a recording Artist. Sisters Aunalee and Sophia record music in hul'q'umi'num’ language and English as part of the design process for each collection, capturing the essence of Coast Salish culture through art, language, music and fashion. They feature Traditional Coast Salish Art by their Father the late Dr. William Good and Brother the late Joel Good from the Snuneymuxw First Nation in each collection, making their fashion and music launches a modern form of story-telling. Their music is inspired by cultural teachings, stories, songs and artwork taught by their Father, where they often featured him while following strict cultural protocols. Each song has a unique attribute, like having a family member participate, also by using traditional instruments, and non-conventional instruments such as having the sound of carving wood, wool strands or spinning wool incorporated into the beats by music producer Rob the Viking. They combine ancient and traditional art forms with modern wearable art garments and beats, while designing their collections for the runway with each song.