Promoting the Underground: Skulls, Spaceships and Playmobil

“Look what you’ve created, all these kids are wearing your logo on your tee-shirt and they’re turning out to your party with it. [That really made me think] something is definitely happening.” 

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Last week Hospital Records released a mini documentary entitled Skulls, Spaceships and Playmobil. The doc is an account of the development of the Hospital brand and skims over a behind-the-scenes look of the planning that goes into releasing an album and planning a Hospitality event.

From a promotional stand point, this video is a brilliant use of the community building they credit their success to. The video promotes a sense of pride, loyalty and fondness not only for the music, but for the brand too. See for yourself:

The drum and bass scene has always been about the culture and community associated with the music, but there’s something different about this video. It creates an epic global atmosphere to surround DnB. It revels in the endurance of this underground music. It alludes to the fact that it’s been a long time coming, but our music is infiltrating pop culture worldwide.

I’m not here to comment on whether or not this kind of promotional tool is necessary to sell their forthcoming 15 years album (in my opinion, that album will sell itself – have you SEEN the tracklist??).  But, I did want to take the time to appreciate the success they've gained through the use of unconventional promotional methods. Hospital knows who their audience is and they’ve created an active community for them to participate in.

Interestingly, these communities have surrounded DJs or nightclubs in the past. Radio shows or drum and bass nights would (and still) attract audiences, and that DJ or those promoters would we the tribe leader of their respective communities. In Hospital’s case, we see a massive brand take that role instead.

The Hospital podcast is an example
of the label's outstanding social media
that connects their community. 

But how did they do it?  I won’t write you an essay on it (yet), but I do think the accessibility of digital technology has given even the most obscure cultures the ability to globalize.  Social media gives subcultural communities a platform where members (including the record label) can communicate and connect. I really believe that it’s this major difference that separates jungle’s fleeting popularity in the 90s from today’s growing interest in the scene. I won’t even mention that the music is only getting better and better.

Thinking on Hospital’s uphill battle for community growth, I see familiarities in what I’ve learned about brand development in my studies. It’s a textbook example of how online community building can perpetuate the success of a brand, and that’s kinda cool.

Evolution of Sound: The amen break

 (Photo cred to DJArtworks)

I love Drum and Bass music. It speaks to my soul, my mind, my body. I find beauty and brilliance in electronic music. A producer’s creativity to explore different sounds, sample them and compose something out of nothing amazes me. A particular example of this, the first example of this, the most influential example of this is the Amen break.

In the beginning (1969) there was a sample.  The Winstons’  “Amen, Brother” had a 5.2 second rolling drum beat that spawned the creation of countless genres of music. From Rock to Hip Hop to Breakbeat to Acid House to Jungle/Drum and Bass, they’ve all sliced, diced, rearranged and made this sample their own.

Whenever I think of the Amen break sound, I always associate it with Jungle music. At the very best I knew the sample was extremely popular with the Hip Hop genre as well. But there are some genres I didn’t even consider it had an influence on. It seems as though it’s had its influence in every genre under the sun and this fascinates me…it’s really interesting to think about the evolution of sound. It really is a system of building blocks that progresses (or digresses in some people’s opinions) and morphs into different genres.

Surprising (and not so surprising) songs containing the Amen break: 

• Amy Winehouse - “You Know I’m No Good”  (Pop)
• Oasis – D’you Know What I mean?’ (Pock)
• Powerpuff Girls Theme Song (heehee)
• Public Enemy - “Fight the Power”  (Rap)
• Slipknot – “Eyeless” (Metal)
• LTJ Bukem – Demon’s Theme (Old School Jungle)

When I first started listening to jungle music, I set out to discover as much information I could about the genre. While rummaging through the DOA forums, I stumbled upon an article that commented on the pattern of the Amen break. It pointed out that the break had an eerily similar pattern to the Golden Ratio. This could be an explanation on why this sample is liked by so many. Or maybe it’s just a coincidence? All I know is that pop culture wouldn’t be the same without that 5.2 second loop.

**This blog post was inspired by a very interesting video I found on youtube entitled: Video explains the world’s most important 6-sec drum loop:

Jungle Music: A New Vibe

A friend of mine, Adam, and I were having a chat the other day about the changes we've heard in drum and bass music lately. Adam's a huge fan of the classics. You know, the best days of High Contrast, LTJ Bukem, Roni Size...the generation of producers who took DnB out of the bass-heavy rave culture of the early '00s by sampling funky, soulful, musical sounds.

We talked about the fresh energy in the music that seems to be lighting up the scene recently. A re-energization is happening. We're not the only ones who've noticed. I've read and heard many interviews with DnB veterans who are saying the same thing. Classic sounds and new energy are bringing some amazing music of all flavours into the scene's limelight. It's not just the new guys either, veterans, breakthroughs and unknowns alike are bringing impressive sounds to the table. Notables, not to mention some of my favourite artists right now, include:

Grafix & Fred V: Honestly, it seems like these two came out of nowhere! Until I realized that all the  had-to-have tracks on Netsky's essential mix were mostly FV & G tunes...no wonder they're blowing up! 

Wilkinson: I mean who doesn't like his tunes? He produces so many different flavours, there's something for everyone. I first heard this tune in 2010 on the Sick Music LP. It was one of the stand out tunes. I love the way he can pull samples into his tunes so seamlessly, that's real DnB right there. Wilkinson will likely establish himself as a veteran for this generation of bass heads. 

S.P.Y: Wow. WOW...wow... What a talented guy. Honestly, there are no words. Just listen...

Schematic: I'm planning on doing a post on Toronto drum and bass soon enough, but I wanted to introduce you to Schematic - if you didn't already know who he is. He's one talented mo-fo and he's had his tracks signed here and there. The latest one, Free Me was just picked up on Blu Saphir. There's no YouTube link to that one so here's one of my faves by him: 

There's so much more I want to share! There probably wouldn't even be enough room for it all, and you probably wouldn't have enough time to listen to it. That's why I started this blog...so I can give you a weekly dose of everything you can't miss! In the meantime, you gotta check out Lynx, Phace and Misanthrop & Harvest for some tasty dark flavours.