All Crews - Producers
Book Chapters / Author Comments
Pendulum blew up as All Crews was going to press. They’ve been riding high ever since. Crissy Criss: "There’s definitely a change in the music with people like Pendulum changing the sound. They do techy, commercial, rocky, jump-up; all combined into one track – pretty amazing. Producers are upping their game. G Dub have blossomed. Flight’s championed many, many producers whose turn it is to shine; notably Marcus Intalex, D Bridge, Amit, Logistics and the whole Cambridge posse."
Chatting with L Double: "Production is on fire. Producers are getting to understand the whole computer thing. When it all kicked off it was all musical equipment. But now it’s all soft sims and soft samplers. A lot more music manufacturers are getting on board making software versions. There’s a lot more access to equipment nowadays. New producers coming in are like, 'Raas! This music’s difficult.' It’s not just that we’re fussy. But we’re getting so much well made music, that you got to come with something good to get in that record box."
On the downside, there have been complaints about producers making beats using clichéd sounds that they think will sell. Origin’s DJ Massacre appreciates hearing tunes by producers who love music, rather than those who try cashing in on the latest catchy sounds. "Twisted Individual made that ‘waw, waw’ sound and everybody jumped on the bandwagon. I don’t know if it’s more about money nowadays". Flight agrees: "There was a phase where I was getting so many samey tunes of the liquid variety. It was almost like 'liquid by numbers', but the music’s got much more interesting over the last 12-18 months."
Jho Oakely of the Echo Location agency agrees. "I don’t know how anyone can describe the music as ‘same-y’. There’s so much of it and it’s so different. You can get tunes that sound like Pendulum or Sub Focus but that’s just kids being inspired. In that process of making tunes they’re learning. Perhaps too much makes it onto vinyl. Some should stay as ideas or DJ tools." True.
Fresh produces a ton of tunes that he’s not releasing. He’s not satisfied they’re ready. One of the most original and biggest tunes around has been TC & Jakes’ "Deep" with its quirky Ian Dury-esque vocals. Promoting "Deep" Jho’s press release read: "If you don’t get it, play it again". On Radio One Fabio & Rider did. Annie Mac and Zane Lowe caned it.
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Words: Bryan Belle-Fortune
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