12/09/2011

How Genre Stereotypes Affect The Way We Experience Music

bangstyle.com Negative Stereotypes Musical Genres music EDM Dubstep Bad Reputation  music How Genre Stereotypes Affect The Way We Experience Music

In the never-ending quest to maintain musical relevance, nu-metal band Korn recently came forward to declare that they invented dubstep. As a DJ and producer of dance music, it took me all of two seconds to determine that this declaration is nothing but a pitiful cry for attention from a band that is slipping out of the spotlight  in a world where EDM (electronic dance music)–particularly dubstep–is slowly infiltrating popular culture and is beginning to generate a lot of attention.

Dubstep was actually invented in London in the late 1990′s as a derivative genre of 2-step garage, ‘reggae’ dub, UK grime, and drum and bass. It is deeply rooted in the underground, but has slowly made its way into the American mainstream. Early into the new millennium, dubstep hopped the pond and crossed over into America, and started developing on an underground level, unheard of by the majority of Americans until recently. In a short amount of time, dubstep in America went from being relatively unknown to one of the most popular and highly marketable genres of music. Artists such as Skrillex, Rusko, and Deadmau5 have become figureheads for the genre, and are now some of the most popular names in music. Skrillex is nominated for 5 Grammy Awards in this years Grammy’s, an unheard feat for an EDM artist. You can hear many of his songs in popular commercials, and even my 12-year-old sister blasts Skrillex on repeat.

Right now, dubstep is all the rage. But why? How did dubstep get so popular so fast, and why are artists like Korn so desperate to be associated with it? I believe its appeal is partially a result of the fact that like many other notorious genres throughout the history of music, it has a controversial reputation, the kind of reputation that makes parents concerned that it will negatively influence their children. Subsequently, this makes it very tempting for America’s youth to involve themselves with it. As transparent and sad as Korn’s attempt at linking themselves with dubstep was, I completely see the logic behind it. Dubstep is the next big thing.

As the world of music progresses, it seems as though a lot of the music that is most popular amongst America’s youth is periodically whatever genres parents consider to be the worst influence on their children at that time. This, in turn, leads many to rebel in an effort to find out what these genres are all about. The allure of the taboo is largely responsible for surges in popularity of “problem” genres such as metal, rap/hip-hop, and most recently, dance music. Each of these genres have their own perceived negative qualities that contribute to their unique and unfavorable reputations.

Parents feared that metal music would turn their children into satanic, drug-addicted misanthropes that would be forever lost.

Hip-hop and rap have been dirty words and banned in innumerable households for many years now, in fear that it will turn nice children into violent ‘dice-tossin’, ho pimpin’, bitch slappin’, drug slangin’, pot smokin’ hoodlums’, resulting in hoards of illegitimate children and run-ins with the law. I’m not just talking about contemporary hip-hop, flooded with references about pimped out vehicles, promiscuous sex, “stacks of cheddar”, and Hennessy. Hip-hop has had a negative reputation since its early days, back when it was more about poetic expression of life’s struggles than the pursuit of a materialistic lifestyle.

“In the end, regardless of the genre, music enriches our lives in a way nothing else can”


This isn’t just a contemporary thing either. Controversy has surrounded certain musical genres for nearly a century.

Jazz in the roaring 1920′s is said to have given birth to promiscuity.

Some of the older generations seem to have been deeply appalled by Elvis’ “suggestive” dance moves.
Also, who could forget Woodstock’s era of rock-and-roll? Woodstock is practically synonymous with sex and drugs.

The scandalous reputations of these genres didn’t push fans away. They just made these genres seem even more intriguing and thrilling, and rapidly attracted new fans who wanted to know what the buzz was all about.

Now in 2011, we revere artists like Jimi Hendrix, Bob Dylan, and The Grateful Dead. Elvis is practically a deity, forever immortalized for his contributions to music. Also, jazz is considered to be one of the most cultured forms of music. So what changed? Time and the progression of music.

Every time a new genre comes out that can be viewed as a bad influence, it is demonized. It seems like every time a new controversial genre surfaces, people seem to forget about how “bad” the older ones are.

There is little that drives a child to do something more than being told that it is bad or dangerous. Children listen to this music as a form of rebellion- it’s been that way since at least the 1920′s. Society has just changed its views on what it considers “problem” music to be over time, and it seems like every new genre tops the old ones. Just like russian dolls, old “trouble” genres are covered up by newer ones, and the focus shifts.

Growing up in Baltimore, I have a deep rooted love for hip-hop and rap. Up until the time I went to college, hip-hop consumed me. I played it loud and frequently, much to the dismay of my parents, who were worried about how negatively it would impact me and “corrupt” me. They believed listening to hip-hop would compromise my character and turn into a bad person, which consequently angered me and drove me to listen to it even more. But when they found out I had become involved with dance music to the point where I was a DJ and producer, they went into a full-fledged panic, catastrophizing about how it would ruin my life, because of what they had heard about EDM. They pleaded with me to stop being involved in dance music, hell, get back into hip-hop even. In their eyes, becoming involved with EDM was the worst thing that could have happened to me. But they have never been to a dance music event, and refuse to even listen to any of the music, so there is no real foundation behind their arguments. The only thing they have to go off of is what they have heard about EDM, a stereotype most frequently spread by people who have no concept of what the genre even entails. All they know is that dance music is now the new token bad reputation genre, and just like that, hip-hop is no longer a major concern.

Young people are most susceptible to getting drawn into these genres. Those who have yet to fully develop a strong sense of self are often curious, and more importantly, extremely impressionable. Dubstep is particularly appealing to them because not only is it a sub-genre umbrella-ed within the newest controversial genre, dance music, it is extremely hard-hitting, classified by an excessive amount of bass, screeching noises, and in many cases, a lack of melody. Some have dubbed dubstep a new, more electronic take on metal music. It evokes a similar response in which many dance to it wildly, stomping around and even forming mosh pits. This of course, is a rash stylistic over-generalization, as there are many different sub-genres of dubstep, but the elements I listed above are deemed some of the most critical core components of dubstep music. Combine the hard-hitting, angsty, aggressive sound with the controversy that comes from the fact that it is a form of dance music, and what you get is an audience that ranges from goths dressed in all black with 4 inch ear gauges, to thugged-out hip-hop fans (there is a strong correlation between hip-hop and dubstep, as many dubstep artists started in hip-hop, and many dubstep songs feature rap vocals), to frat bros, to prepubescent, bright-eyed teeny boppers. The appeal of the genre is extremely wide, and attracts different demographics for different reasons, which is a big reason why dubstep has enjoyed a meteoric rise to popularity, and has become successful so fast.

I believe that genres with bad reputations are often falsely represented and misunderstood. I feel that no genre of music is inherently “bad” or a “negative influence”, but I do believe they can be capable of leading people astray if they are not involved with the music for the right reasons. Lots of people like to say that dance music is about drugs, sex, and hedonistic irresponsible decisions. But as somebody who has devoted myself fully to dance music, I feel that I am qualified to say that that is not an accurate representation of what dance music is truly about. My parents feared that dance music would turn me into a careless person who would spend all my time partying. That sentiment could not be farther from the truth. In fact, I actually started going out a lot less when I became a DJ and producer, because I preferred to stay in and work on mixes and make tracks. It may sound cool and glamorous, but really it just means I like to play around on software and gear all day. That’s right–people expect DJs to be party animals and overall wild people, but in reality, all I am is a glorified tech and computer nerd.

The point I am trying to make is, musical genres, just like anything else in life, are what you make of them. The best advice I can give is to be interested in the types of music you are passionate about because you genuinely love and appreciate them. Many of the stereotypes about these genres are inaccurate and should not form your opinion solely based on them. That being said, there is, unfortunately, some level of validity to those stereotypes. There is nothing that devastates me more than reading headlines about drug related incidents at raves, not only because it is sad, but also because it perpetuates all the negative stereotypes about the genre, and gives young impressionable fans the idea that this is the kind of behavior that accompanies being a part of the scene. It is unfortunate that incidents like this occur, because they are not an accurate representation of what the scene actually stands for, and the negative vastly overshadows the positive.

Just like young teenagers should not be out at bars and nightclubs, they should not be out at raves and shows, and that’s the bottom line. The music itself is not an issue; the concerns arise when impressionable young people who are not developed enough to make informed decisions get mixed up in adult nightlife settings. Being a part of the EDM community doesn’t mean you have to or should attend festivals or raves. In the end, it should just be about the music. Dance music, just like all other genres of music, is meant to be appreciated for what it is, and can actually be a very positive musical experience for fans young and old. The digital nature of dance music allows people to create it right from their computers, expanding creative possibilities. More than a few established EDM artists got their start by just making music in their bedroom on their computer. That’s what so beautiful about it- you don’t need fancy equipment, a studio, or lots of money to create great work.

Music is one of the greatest gifts the world has to offer. It inspires us, helps us through tough times, and pushes us to new levels of creativity and achievement. It’s a universal language that everyone understands. In the end, regardless of the genre, music enriches our lives in a way nothing else can.

Getting To Know: ALPHA DATA



b_440_293_16777215_0___images_0_Images_NickRhodes_alphadata_CCCP.jpg

With electronic music permeating mainstream consciousness, 26-year-old James Ristvedt, aka Alpha Data, is looking to bring his unique brand of EDM to as many raging dance floors as he can.

Under the tutelage of Disco Biscuits bassist Marc Brownstein, who manages and guides Ristvedt as he progresses through the treacherous world of up-and-coming artists, he plans to continue to take life and his career one day at a time while making music he loves.

Only performing under his current moniker since August due to trademark concerns with his previous stagename, Ristvedt has already amassed an impressive following and risen through the online glitch-hop charts.

The Minneapolis native has plans to share the stage with The Disco Biscuits over their New Year’s run in both New York City and Chicago and open for Conspirator on their winter tour.

We caught up with Ristvedt to discuss everything from what sets him apart from other artists to his on-stage demeanor and working with Brownie to Skrillex’s five Grammy nominations.

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YOUR SOUND

In one sentence, describe what Alpha Data is all about. 

b_272_181_16777215_0___images_0_Images_NickRhodes_alphadata_Crown_Hat.jpgBass-heavy dance music with huge drums, catchy melodies and intricate layering.

What’s your musical background?

I grew up playing trumpet in concert band, jazz band, pep band – pretty much anything in school where they allowed you to play music really loudly, I was involved.

In high school, I was really big into punk rock. Some friends and I formed a band together where I was actually the lead singer. However, around the time I was 15 or so, I started producing electronic music using a program called Fruity Loops.

[FOLLOW Alpha Data on Facebook.]

Around the time I went to college, I started playing bass guitar and getting more interested in the low end of music. By the time I graduated, I had begun making electronic music with a heavy focus on bass.

While some of my experiences certainly influence my music more than others, I like to think they’ve all played some part in shaping my musical identity.
While some of my experiences certainly influence my music more than others, I like to think they’ve all played some part in shaping my musical identity.

Describe your sound and what makes it unique.

I tend to write tracks with a lot of layers. What this means, practically, is that while there’s usually an ample amount of bass and drums to get people dancing, there’s enough by way of melody and textural effects that the music can also be very enjoyable to listen to on headphones sitting at your desk.

What makes your brand of electronic music particularly enjoyable?

It’s fun. It’s got a bounce to it. It’s got a swagger to it. It’s something that people don’t necessarily hear on a daily basis, but still has some modicum of familiarity to it.

Explain what the genre of “glitch-hop” means to you.

Glitch-hop, laser bass, aqua crunk, or whatever you want to call it, has so many different definitions and descriptions that are attributed to it.

To me, glitch-hop is about using sounds and techniques that might not normally be found in music in a way that creates danceable beats with a groove.

What are some of your inspirations besides The Disco Biscuits?

Tipper, Opiuo, Love and Light, Samples and Knight Riderz. All of them are making some of the greatest music on the planet right now.

Who are your non-producer or non-electronic influences?

b_200_300_16777215_0___images_0_Images_NickRhodes_alphadata_Heart_Hat.jpgSome of my biggest influence comes from videogames – new and old. I grew up playing games like “Contra,” “ToeJam and Earl”and “Chrono Trigger.”

These games all have really great soundtracks, and in some ways, really helped to make me appreciate music more. At some point I plan to do an entire EP based around videogame music that inspired me when I was younger.

Minneapolis isn’t necessarily known as a hub for electronic music. How did you first get into the scene and how does your upbringing affect your sound?

Minneapolis actually has a humungous dubstep scene, which I think surprises a lot of people. I basically got into the Minneapolis EDM scene through friends who were playing and listening to dubstep. After I started playing shows, I was able to get some gigs opening up for some great national and international acts.

Luckily, this area has some really talented producers who have really helped me to develop my sound. I think more than anything, being surrounded by so much bass music serves as constant inspiration for me.

What’s your nightly goal when you’re playing a gig?

Honestly, my biggest goal is to have fun. I know that sounds really cliché and such a politician answer, but it’s absolutely true. The primary reason I make the music I make is because I enjoy the music I make.

Getting to hear tracks that I spent weeks toiling over blasted out of a gigantic system is an incredible feeling. I like to have fun on stage and try not to take myself too seriously.

As far as what kind of reaction I want from crowds, I really just want people to have the best night ever, every single night.

I think it’s a reciprocal thing. The more fun I have, the more fun it is to watch me, so the crowd has more fun, which means I have more fun. It’s like a carousel. It goes up and down, and around.
I think it’s a reciprocal thing. The more fun I have, the more fun it is to watch me, so the crowd has more fun, which means I have more fun. It’s like a carousel. It goes up and down, and around.

ON THE ROAD

What are you working on right now? 

Right now I’m working on new originals, new remixes and constantly working on more and more exposure. I’m playing the Disco Biscuits’ after-party on December 27 in New York City with Tipper and Orchard Lounge, and playing with The Biscuits on New Year’s Eve in Chicago.

I have an EP that just came out called “Nefertiti” (which is currently number 3 on the Beatport Glitch-Hop chart). Next year is going to be pretty much constant work and a lot of fun.

How did you hook up with Marc Brownstein?

Marc and I had been talking for a while on Facebook, and I’d sent him some of my tracks to listen to. I honestly didn’t expect more of a response than, “Cool man, sounds good,” or some other polite-but-uninterested answer.

b_200_300_16777215_0___images_0_Images_NickRhodes_alphadata_France_Hat.jpgTo my surprise, he sent back within just a few minutes and told me he really liked the tracks and that I should send more. Over the next few weeks we talked more and he told me that he was interested in helping my career.

[BUY tickets to The Disco Biscuits' New Year's Eve run on their website.]

He said that if I would give him the opportunity, he’d like to manage me, and use his knowledge of the music industry to help me in any way he could. We’ve been working together ever since.

How has he helped you get started? 

He’s helped me book some really mind-blowing shows. Playing on the same stage as The Disco Biscuits at all would be an honor for me, but playing on the biggest night of the year is beyond words.

He’s also helped me get connected with some really great musicians. I’d say most importantly, he knows a lot about this business that I know nothing about, and he’s been great in that sense. He also routinely gives me feedback on new tracks. I honestly could not ask for a better manager.

What kind of technology do you use on stage?

Right now I’ve got a fairly limited set-up as far as live performers go. I’m running Ableton Live on my MacBook Pro and I use an Akai APC40 MIDI controller.

A lot of people have more elaborate set-ups, but for what I’m doing right now, it is the perfect amount of equipment to use, and it makes it really easy for me to travel.

With software available to everyone, what sets you apart from everyone else in both tangible and intangible ways?

I think more than anything it’s my perspective. I think I have a pretty unique perspective on music, so I offer a lot of listeners a sound that they can’t find in most places.

I have a constant drive to improve myself and make every track I produce better than the previous track.

[LISTEN to Alpha Data's music on SoundCloud.]

Two years ago I went to see the Disco Biscuits in Chicago on Halloween . . . In a few weeks, I’ll be playing in that venue . . . with that band . . . on the biggest night of the year. Two years ago, this was something that was not even in the realm of possibilities for me in any way.
I’m currently halfway through my final year of law school, and I’ve managed to balance producing music and reading casebooks pretty well for the last three years.

Overall, I think I’ve just got an easygoing personality. I’ve been incredibly lucky to have the good fortune I’ve had thus far, and I like to try and stay humble about everything. Oh, and I love telling jokes. Especially extremely long jokes. If you ever see me at a show and want to hear a good joke, ask me. But be prepared to stand around for five minutes listening.

Skrillex just got 5 Grammy nods, Britney Spears is incorporating dubstep into her songs – what do you think of where electronic music is headed?

I think it represents a really phenomenal opportunity for EDM. It shows that more and more people are broadening their horizons and listening to music that in the past would have been condemned, as Hank Hill so eloquently put it, as “toilet sounds.”

As far as where it’s headed, I’m not really sure. People seem to be very worried about the notion of EDM “selling out,” or becoming too mainstream.

Regardless of whether or not that’s a feasible possibility, I think that as long as there are artists out there who are willing to push musical boundaries and try new things, it will continue to be a great time to be a fan of music for the foreseeable future.

Where do you see yourselves in 1 year? 2 years? 5 years? 10 years?

Celebrating the five-year anniversary of you asking me this question. I’ve wanted to use that line since the first time I ever heard Mitch Hedberg, and this is honestly the first chance I’ve ever gotten, so thank you for that.

b_200_300_16777215_0___images_0_Images_NickRhodes_alphadata_CCCP2.jpgAs far as my Nostradamus predictions: I try not to get lost in thinking about the future too much. There’s so much that’s impossible to predict, and the present is way too much fun to spend any time being anywhere else.

I guess my biggest hope for the future is that I continue to maintain some success, am able to keep making music and, ideally, have that music bring some happiness into the lives of others.

Two years ago I went to see the Disco Biscuits in Chicago on Halloween. They played at an absolutely beautiful venue called the Auditorium Theatre. I walked in and looked around, thinking, “These are the luckiest guys on the planet. They get to play in this incredible place, playing music they love, for thousands of people. I will never know that feeling.”

In a few weeks, I’ll be playing in that venue . . . with that band . . . on the biggest night of the year. Two years ago, this was something that was not even in the realm of possibilities for me in any way.

Now that this is a reality, I plan on spending every possible waking moment being thankful for how lucky I am and soaking it in.


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Catch Alpha Data after The Disco Biscuits at the Best Buy Theater in New York City on December 27 at the after-party with Tipper and Orchard Lounge and playing set breaks at the Auditorium Theater in Chicago for New Year's Eve. He will also join Conspirator for their winter tour in 2012.

BoomBox Announces Winter Tour, Releases Video for "Me and My Baby"


As the electronic music scene moves more into the mainstream (five Grammy nominations for Skrillex . . . WHAT?), it's not uncommon to see up-and-coming acts trading live instrumentation and improvisation - two things that in earlier days defined the scene - for pre-recorded tracks and laptop deejaying. 

Such has not been the case for the producer-guitar player duo BoomBox. In fact, quite the contrary. With each new release, this group from Muscle Shoals, AL continues to push the envelope and add to their constantly evolving sound.

Yesterday, the group comprised of Zion Rock Godchaux (yes that Godchaux) and Russ Randolph announced a string of winter tour dates along the East and West Coasts, with stops in North and South Carolina, Alabama, Tennessee, Texas, Arizona, Nevada and California with a strong supporting cast including Eliot Lipp, Govinda, ill-esha, Bitch Please and Chris B.

Along with their announcement, the boys released the previously unrecorded single "Me and My Baby" as well as a music video for the tune, filmed at their sold out Aggie Theatre show in Fort Collins, CO this past October. 



This track is a great representation of how far the band has come in defining their sound, which at its core is truly rock and roll. Godchaux's vocals cascade over the melodic and uplifting soundscapes - created with live synthesizers and electronic drums by both Godchaux and Randolph - as the pulsating bass and ever-present backbeat set the mood for the groove. 

By utilizing live guitar in addition to synths, drums and produced tracks, BoomBox combines psychedelic funk and untz-y house vibes to create the ultimate dance party. Download the track for free by clicking here.
Check out their tour dates below and visit their new website for updates on their new EP, "Lost Ya," and do yourself a favor and catch them in a city near you.

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BoomBox Winter Tour Dates:
11/30 Blue Note Columbia, MO
12/1 Cain's Ballroom Tulsa, OK
12/2 Granada Lawrence, KS
12/3 Georges Majestic  Lounge Fayetteville, AR
1/19 Zydeco Birmingham, AL*
1/20 The Orange Peel Asheville, NC*
1/21 The Music Farm Charleston, SC*
1/22 The Soapbox Wilmington, NC*^
1/25 Greene Street Club Greensboro, NC*^
1/26 Rhythm & Brews Chattanooga, TN*
1/27 Valarium Knoxville, TN*^
1/28 Neighborhood Theatre Charlotte, NC*^
2/15 The Parish Austin, TX'
2/16 Trees Dallas, TX~
2/18 The Compound Phoenix, AZ"
2/19 Orpheum Theater Flagstaff, AZ"
2/21 Hard Rock Cafe Las Vegas, NV">
2/22 Belly Up Tavern Solana Beach, CA">
2/23 Key Club Los Angeles, CA">
2/24 Temple SF San Francisco, CA">
2/25 Cargo @ CommRow Reno, NV">
2/26 Red Fox Eureka, CA>
* w/ Eliot Lipp
" ill-esha
> ChrisB
^ w/ Bitch Please
' Govinda
~ ishi

Levels (Skrillex Remix) – Avicii



This is absolutely incredible. I cannot even wait for Skrillex to release the HQ of this track. 10/10. Must watch.

Zomboy stole Skrillex's sound

Anyone here of "Zomboy"? If you look up any of his songs on Youtube you will immediately hear that Zomboy not only stole Skrillex's style... but stole direct sounds from his songs. He didn't even have the intelligence to change the sound a little... it's just blatant theft. And the best part is... he is saying that he didn't steal anything and has made the sounds himself. Even if that is true (which we all know it isn't) why would he want to sound EXACTLY like Skrillex? It pisses me off and it should piss you off too. Let everyone know that Zomboy is a fake and a pale imitation of Skrillex. If I was Skrillex, I would seriously look into copyright infringement.

What do you guys think?





Watch Skrillex’s Brand-Spanking New Remix of Avicii’s ‘Levels’



Hey kids! Ready to have your face straight melted off your head? Then watch Skrillex's wobbly and wompy dub remix of the hottest house tune of 2011. He dropped his Avicii remix on Monday at a show in Sheffield, England, just a few hours after finishing it. Better put a parachute on before you go a-jumping off this cliff, because the drop is absolutely nuts.

Touching Bass: Breakage

Digital Soundboy’s, Breakage, has tiptoed ever so gracefully through a number of searing genres in his time. Whether it be the bass-heavy musings of 2006’s ‘This Too Shall Pass’ or the 80s influenced/90s Ibiza house of his new, upcoming project. Yes, you read correctly, 90s Ibiza house.


Let’s go straight into that then. Your album?

My album. New album and it’s my third. It should be out next year and I’ll have a date for release when it’s finished, but it’s getting there. it’s all come together really in the last couple of months I would say with really good vocals and stuff like that, but I’m not gonna say any more than that. A lot of stuff that people might not expect of me. At the moment, it’s somewhere between an 80s sci-fi soundtrack and 90s Ibiza house.

So you’re obviously very influenced by the 80s?

Yeah, I love the 80s. I was born in the 80s and I think when you reach a certain age, you get this wave of nostalgia so all I really listen to is old soundtracks, and I listen to a lot of soundtracks anyway. I really like ‘em. I also watch a lot of movies when I make tunes. So, pretty much every tune on the album, there’s a movie behind them – whether it relates to them or not is a totally different thing – but, chances are there was a film in the background while the tune was being made.

What films are we talking?

There’s a few random ones and crap ones like ‘Home Alone 2’.

‘Home Alone 2’ is a great film!

It is, and my missus watches it all the time. She’ll watch it every week if she can. Any 80s sequel, she will watch. If it’s a rom-com or a comedy. Can’t forget ‘Sister Act 2’, she loves that. But mostly for me, films like ‘A Clockwork Orange’, anything that looks great. There’s a couple of tracks that are blatantly from an 80s movie scenario, but then there’s all sorts of stuff in there as well, like a couple of house tunes. Thing is, with dance music, you get known for that one thing that you do. So years ago, I was really known for doing drum & bass and then I started making dubstep as well and people were like ‘ergh!’. It’s all a different tempo and apparently a dirty thing to do. So now I want to go and do a bit of house and probably some over stuff. I mean, there’s stuff that’s like 90BPM on there. So I’ve always made different types of music anyway. My first album, the whole 2nd CD was just random stuff, that I made during the year it took me to make the album. I always made these weird tunes, which in this day and age people embrace.

So about the scene, it’s all so very diverse right now. Could that ever not be a good thing?

It’s just brilliant. I love the fact that you’re getting stuff where people are like ‘what is it?’. Who cares? You don’t sit down and analyse any over music by its tempo apart from dance music. It’s just like ’shut up’. If you like it, you like it, if you don’t, you don’t. Simple. I think the whole genre thing has gone out of control. I don’t often, but I YouTube’d myself the other day and the ‘Fighting Fire’ video came up and there was a big argument running for months about whether it was house or electro or dubstep. Who cares? Personally, I don’t think things like YouTube and forums are good for it. It’s such a powerful thing and if someone says a tune is rubbish, everyone else will say the same just to look cool and agree. I preferred it when you used to go into a record shop and listen to the radio and be like’ I like this tune, what is it?’ It was as simple as that.

You must get nostalgic about those days then?

Yeah, I guess that’s why my stuff is how it is. I definitely think things have become a bit too samey. Someone like Skrillex will make that kind of sound, and everyone wants to jump on that and will play an hour of it. You can take elements of things and use them. The way the main part of ‘dubstep’ is going now, I can’t tell the difference, apart from Skrillex. You can hear a lot of people going over to that side, but not doing it as well. The whole Skrillex thing is a marmite subject anyway. I don’t think it’s personally my cup of tea, but I’m not like ‘ergghhhh’. I know everyone says this, but he’s actually the loveliest guy you will ever meet. That’s why I can’t fault him.

But enough about other people, let’s talk a bit more about yourself. We have to talk about the advert…

Which advert? Ahhh, see no one knows – and I haven’t said this before because it’s really funny – but I’ve done another advert before the Renault one. I actually did last year’s music for the O2 campaign.

No way?


Yeah, it wasn’t dubstep or anything; it was just pianos and little bleepy sounds. It was the O2 advert that was talking about phoning your relatives or something and all the words were up in the sky. It was all pianos and violins. So yeah, I did that which I’ve kept under my hat till now and then the Renault advert. I don’t even know how it happened. It’s just a licensing thingy, so I don’t get told about it. I remixed it because it’s obviously not my track, but I literally didn’t know about it and then I started seeing little things on Twitter and stuff saying ’smashed it on the Renault thing’ and I was like ‘what?’ Then, I was at the studio and went to get some food and they had a TV in the place where I was waiting for my chicken katsu and I turned round and heard the intro to it. Then I just saw like Thierry Henry and all the others and was just like to myself, ‘what the f***!’ I went back and went on YouTube and was just like ‘oh my God, I’m on that advert’. Then, within a few weeks people were asking if I’d seen it and all of that. Even my mum knows! It’s really weird.

You must have been real happy about it though?

I was, I was. I’m still waiting for some other. The most impressive one will be Eastenders. When I get my tune on Eastenders, I can retire.

I look forward to that! What have you got coming up, in terms of releases and stuff?

Got a remix coming out of the next Florence & The Machine single. A track called ‘No Light, No Light’. Then there’s a single coming out which I played a bit earlier; a bit of a weird half-techno, half-breakbeat thing. It’s called ‘Telepathy’ at the moment. It’s like a 4/4 old techno tune and it changes back and forth. Really baffles me, and I think it’s hilarious. First time I played it, even Stamina MC was like, ‘I thought it was a mix’. And he was going on about how the switch just works, and he went and did a vocal in the end. So that’s the second single from the album, the first obviously being ‘Fighting Fire’. But saying that, it will be on the album, but I don’t think it counts as a first single from the album. This one will be the first one where I’m like ‘let’s get the ball rolling’ sort of, dance-floor orientated thing before anything vocal related. I want to try and keep both sides happy because some people do like to moan and say ‘ahh, you just make vocal tunes now’, but I’m like, ‘no, we can do instrumentals too’.