To introduce yourself and the label, can you explain to us what Audiotrix is?
Well we are primarily a family rave crew who have been involved in putting on parties and playing music since the early days. We originally lived on the road in a truck with a travelling sound system and parties and music were a central part of our life so we brought up our family around these principals.
We initially started the label to support our music as my sound is fairly unique and I was unwilling to compromise with what other labels wanted to put out. It then started to become important to help our friends to release their own music.
We have always been very open minded about what we put out, and an Audiotrix release can be in any number of different styles – the only real criteria is that it’s dancefloor friendly as all our music is designed to work in a party environment , whatever the style.
Can you tell us who is part of Audiotrix ? (label, artists, promoters, partners…)
There are many different levels!
The core crew is our family. Me and my partner Meltdown Mickey are the main DJ’S/Liveset and his sister Feenix 13 is in charge of visuals and our strong graphic image. Our son Max Itup has been reliably ripping up dancefloors all over Europe since he came of age, and will soon be producing on the label.
After that comes our friends and musicians on the label such as Doublscotch,Funny Ox and Sunka. And then of course, all our loyal supporters who support what we do and come down to our events also feel like part of the family.
I am fascinated by your vinyl shop, because you are one of the only survivors to sell vinyl nowadays. I feel that you just love this format. You’ve got your own shop, with quality records. Every time I go to your website I discover new stuff, new artists… And “wow” they are just awesome! Where do you find all these idea ?
I started DJ ing in 92 and have always been a very keen collector (train spotter as we say in England) I started by choosing whatever records I liked regardless of style – dance music was less genre based back then in any case. As we travelled a lot to different countries to put on parties , my first port of call was always the record shop where you could find tunes in the style of local DJ’s, broaden your horizons and get some insight into the sound people there were into.
After many years I began to think I had a certain talent for selecting the hits – or more importantly the tunes that would work on the dancefloor. But with more and more of my gigs being liveset based, I really wanted to share my passion (some might say obsession) with other people and do what I could to support vinyl.
I had always sold records at the parties and dreamed of having my own record shop , but it’s only the internet that has made that possible , as it has made discovering new music and artists a lot easier. It also meant that we didn’t need a physical shop and could do it all from our home base.
And as for love of the vinyl, it’s more like an addiction.
What kind of music do you sell in your shop ?
It’s a big mixture, at the moment we have a lot of Ghetto and Nu Funk as it’s a sound that seems to stay true to the vinyl format. But by and large, we do everything from house to techno, to swing, to breakbeat to drum n bass to moombathon. If it kicks and it’s on vinyl – it’s in stock ;-)
Part of the problem is to find new stuff that still comes out on vinyl. I wanted to stock a lot of Electro Swing and Balkan/gypsy beats but this is getting harder and harder to source on vinyl , I often have to go direct to the labels and get tunes shipped in which can be expensive.
What is, in your opinion, the best release you’ve ever made?
Apart from that we obviously sell our own stuff which can be diverse and the releases of a lot of independent labels from France and Italy because their roots are from the same scene as ours and we want to support them in any way we can.
Difficult to say – If I have a record where I can play all 4 tracks that would be extremely useful, so the last Audiotrix releases with Funny Ox , Sunka and Doublscotch have been good for me.
As the amount of music getting released on vinyl became less it became more important for me to release tunes for me to play and became a big motivation in releasing other artists on vinyl.
Do you sell a lot of vinyl records? Or is it more for supporting this format and talented artists?
No , it’s getting harder and harder and I have to say that I get disheartened on a fairly regular basis. Now we sell 300 copies of our own releases and the profits are very minimal – Possibly the only way it really works is because we can sell a lot of records for full rice through the shop and are able to swap with other labels.
If I could find a distributor in England or Germany to take another 100 copies of each release it would make things a lot easier – it’s lucky that a lot of the talented artists on our label are just happy to be out on vinyl and they know that it’s not a big money spinner.
Any fresh release soon ?
We will Soon be giving away a Free Download from Prosper and Hi Population with an
Ixindamix Remix and the next Vinyl E.P will be a collaboration between Audiotrix and Labrat Audio with Crystal Distortion and Myself.
Do you think you can give us some good example of what you are doing with music, to share with www.electro-swing.com?
I’m giving away the title track of my last release to electro swing members – it’s my take on Electro Swing mixed with the cheesy acid basslines that I’m known for. It’s called Russian Roulette.
Some points that you would like to share with the audience ?
We also have a digital shop for mp3 and wav sales but there is a minimum fee of 5 euros for which you get 3 Wavs or 5 mp3’s – it’s totally independent , but we’ll never be able to compete with the big stores. I’m actually massively disillusioned with the way the music business has gone and often wonder why I’m still so involved with it. Just can’t help myself.
Ixi is kind enough to give you a free track on electro-swing.com only !
To conclude, Can you give us all the info (links…) so that people can follow you & Audiotrix ?