Features
Meet the Smirnoff Sound Collective
Get to know the new faces of electronic music and shift the dial
Smirnoff and Mixmag are embarking on a journey to shift the diversity dial in electronic music and culture with the launch of an important and impactful new project: The Smirnoff Sound Collective.
A shared love of electronic music, of the culture and the creators behind it all has led us to launch the Smirnoff Sound Collective, which aims to promote greater visibility in dance music across gender, race, genres and beyond.
Up-and-coming talent that represents a spectrum of different backgrounds will be offered invaluable guidance from accomplished mentors curated from all sides of the electronic music industry to help the next generation of artists continue progressing and navigating their growing careers.
“It’s quite remarkable to us that last year only 10% of electronic music headliners were women," Justin Medcraft, Smirnoff Global Senior Brand Manager said. "When you look at other communities such as the African American community and the LGBTQ community, you find a similar lack of representation throughout the industry. With the mentorship program, our ambition is to make an impact in diverse representation within electronic music."
The year-long program includes two special retreats that bring our artists and mentors together face-to-face to share studio time, discuss with one another and create new experiences. Artists, both seasoned and new, will share studio time and collaborate on inspiring new tunes that'll later be released by the Smirnoff Sound Collective.
To celebrate the Smirnoff Sound Collective's unveiling, Brooklyn's National Sawdust hosted a line-up of talents from the group including a powerful live performance from KISSEY and DJ sets from Autograf, New York's With You., Gina Turner, Cry Baby and the legendary Kevin Saunderson, along with his sons as The Saunderson Brothers. Watch streams of the Saundersons, Autograf, Gina Turner and Cry Baby here.
It's time to get to know the new faces of electronic music and shift the dial.
Meet the Smirnoff Sound Collective.
[Cover photo: Zeyad Gohary]
THE ARTISTS:
Amtrac
It's not often that a prominent electronic talent hails from Kentucky, but Amtrac is no regular guy. The multi-talented producer, musician, DJ and vocalist first made his mark as a coveted remixer for the likes of Sigur Ros, Two Door Cinema Club, Duke Dumont and more before stepping away on his own path with releases on Toolroom, Kitsuné, Street Tracks and most recently, Kidnap Kid's Birds That Fly imprint. It's unsurprising, then, that he's received praise and attention from respected tastemakers like Pete Tong, Annie Mac and Danny Howard on BBC Radio 1. There's guaranteed to be exciting new outputs incoming from Amtrac. Stay tuned.
Find out more about Amtrac on SoundCloud, Facebook and Twitter.
Autograf
Autograf is the musical trio of Jake Carpenter, Louis Kha and Mikul Wing. The melodic, instrumental group has made waves in the dance music community for their signature feel-good vibrations and intricate live shows. Over the past couple of years Autograf has grown into a household name, with both their hit single ‘Dream.’ and recent ‘Future Soup’ EP capping at over three million Soundcloud plays.
Find out more about Autograf on SoundCloud, Facebook and Twitter.
Cakes Da Killa
One of hip-hop's freshest rising stars is Cakes Da Killa, a 25-year old spitfire New York rapper whose unapologetic style has grabbed the attention of The Fader, Afropunk, Red Bull and now Mixmag. Lyrically detailed and strikingly bold with his unabashed take on social issues, Cakes' musical talent shines above an oversaturated pool of hip-hop personas. Cakes Da Killa brings no holds barred to his fierce, fabulous, outspoken sound.
Find out more about Cakes Da Killa on SoundCloud, Facebook and Twitter.
Cry Baby
One of NYC’s hardest working underground talents is undoubtedly Cry Baby, a name that seems to be popping up on line-ups everywhere. Born in Miami, she developed a strong passion for dance music by crashing raves in her teen years and immersing herself in the city’s nightlife. Once she moved to the urban jungle of NYC in 2010, she wasted no time getting involved in the scene, launching her own party series, House On Mute, and locking in residencies at clubs like Output, Submercer and Le Bain. Also a talented producer, her music has landed on labels like Euphoria Records and Nervous Records, which boosted her demand and prompted her to tour the world hitting up Ibiza, Barcelona, Vienna, Luxembourg and Berlin. Look out for more originals and remixes to land soon as she continues to gig in the city that never sleeps.
Find out more about Cry Baby on SoundCloud, Facebook and Twitter.
D∆WN
While the name D∆WN might be new, most are likely to recognize the rising legacy of vocalist and songwriter Dawn Richard, who first appeared in the pop world in 2004 as a member of Danity Kane. After breaking out as a solo artist, D∆WN proved her arrival with 'Blackheart', her 2015 album which was called "the most ambitious and revelatory album" of the year by The Guardian. She's continued to power forward, challenging both music and technology standards by becoming the first artist to perform in a 360 degree YouTube video and releasing a virtual reality rendition of her single 'Not Above That'. Her album 'REDEMPTION' features production from Machinedrum and Noisecastle III and is yet another example of D∆WN's powerful voice and talent as an artist on the rise.
Find out more about D∆WN on SoundCloud, Facebook and Twitter.
Gina Turner
Gina Turner is a woman of many, many talents and skills. First and foremost, she's rocketed upwards as a producer, DJ, radio host and label boss while also balancing a blossoming career as a yoga instructor, aficionado and creator of the wellness concept, The Divine Movement. And somehow, through it all, she balances the ever important job of being a mother. Her music career began in Boston as a radio DJ, and was nurtured in clubs in New York City with a fake ID in hand. She's released on outstanding labels like Ultra Music, Ministry of Sound, Fool's Gold, Defected and more and been voted the 'Best NY DJ' by NYC's acclaimed Village Voice publication.
Find out more about Gina Turner on SoundCloud, Facebook and Twitter.
Julia Govor
Julia Govor is one of dance music’s fastest rising talents and her career is as diverse as anyone in the industry. From a military town in Russia performing with a local band and a stint as an on-air personality for MTV, to sharing the stage with Jeff Mills, Richie Hawtin and Sven Vath while releasing material on labels like Cocoon, Russian label BodyParts and Hypertone, she’s truly a shining talent delivering the finest in techno and house. Now her music is taking her all around the world and her next EPs are due out on Pan Pot's Second State, Akkult and Rhythm Cult - all on vinyl only. It’s clear she is force to be reckoned with.
Find out more about Julia Govor on SoundCloud, Facebook and Twitter.
KISSEY
It's no accident that KISSEY is the center of attention of any room she enters, whether it be full of fashionistas or music heads. The Stockholm-born, New York-based powerhouse channels electricity into her art, oozing high-fashion and tantalizing energy in her DJ sets. She's graced runway catwalks for Gucci and Givenchy, contributed to Sundance film soundtracks and is set to make her debut on Fool's Gold, soon.
Find out more about KISSEY on SoundCloud, Facebook and Twitter.
Michael Brun
Haiti-native Michael Brun first developed his musical tastes during childhood and has evolved into a household name in the dance music community. Combining heavy influences from his Haitian disco roots, synth sound and Afrogroove elements, Brun has created a signature style of uplifting house with distinct summer vibrations. The young but prolific artist has performed at major festivals like Ultra, EDC and Coachella.
Find out more about Michael Brun on SoundCloud, Facebook and Twitter.
Niña Dioz
Rising from the underground in Monterrey, Mexico, is none other than Niña Dioz, an artist described as one of the most influential Latina rappers of all time. As a completely independent artist, she’s released an album and three mixtapes while also touring all throughout Mexico, the United States, Spain, Sweden, Norway and South America. She's also had her music featured in films and the wickedly popular Grand Theft Auto V. With comparisons to the likes of MIA and Lady Sovereign, Dioz is on a trajectory for the spotlight. She’s currently in LA working with producers Capitan Planet and Futura on new material that’s set to be released in the Spring of 2017.
Find out more about Niña Dioz on SoundCloud, Facebook and Twitter.
Nomi Ruiz
Nomi Ruiz is a New York-based singer and producer who has become a celebrated icon in the LGBT community. Her signature disco and hip hop influenced sound adds a unique component to the Smirnoff Sound Collective. Her own imprint, Park Side Records, adds to her resumé with more electronic styled releases. Ruiz is currently in the process of producing a full R&B solo album and will be starring in an upcoming feature film next year. Nomi will also be lending her musical talents to a full-length album with Animal Feelings to pair with the piece.
Find out more about Nomi Ruiz on SoundCloud, Facebook and Twitter.
Oceanvs Orientalis
After listening to the deep and melancholic melodies of Oceanvs Orientalis - real name Safak Ozkutle - it’s clear he’s a man of many influences. Hailing from Istanbul, Turkey, Safak was inspired at an early age after being exposed to a variety of oriental selections by his mother, including Turkish, Kurdish, Arabic and Armenian music. Now he expands upon those motifs with steady, hypnotic rhythms that have taken him around the world, performing at Burning Man, Output, Fusion Festival and Kindish Showcase among others. The overall aesthetic of his material plays off his motto, “tunes are not in a hurry,” a message that urges listeners to slow down and take in the mesmerizing soundscapes he delivers.
Find out more about Oceanvs Orientalis on SoundCloud and Facebook.
Shigeto
Detroit-based producer Shigeto, aka Zach Saginaw, has earned a reputation for pushing the boundaries of electronic music by fusing beautifully rich textures with an array of eclectic rhythms, refusing to be pigeonholed to any one specific genre. As a household name on Ghostly International - a label home to most of his material, including three albums - Saginaw has the freedom to showcase his versatility, an aspect of his artistry which is also displayed during his immersive live performances. Whether producing jazz, hip-hop, funk, sub-bass dubstep, ambient music or anything in between, it’s clear Shigeto is as multifaceted as any artist in the industry.
Find out more about Shigeto on SoundCloud, Facebook and Twitter.
TYGAPAW
Hailing from the island of Jamaica, TYGAPAW is a multi-faceted artist, lending her talents to a plethora of avenues including graphic design and video editing while also a skilled music producer and DJ. It was her thirst to fuel her creativity that brought her to NYC where she studied graphic design at Parsons School of Design before she gravitated to her true calling in the musical realm. During the early stages of her career she was part of the female rap production duo Kowabunga Tyga. Here is where her TYGAPAW moniker came to fruition and she soon ventured into her solo project with a unique style which she describes as ‘Future Slo Jamz’, fusing 90’s R&B with a futuristic essence.
Find out more about TYGAPAW on SoundCloud, Facebook and Twitter.
THE MENTORS:
Bob Moses, Artist
Bob Moses is the musical duo of Jimmy Vallance and Tom Howie. The two friends originated in Vancouver as high school friends and grew their production style in Brooklyn, New York. Vallance and Howie officially formed Bob Moses in 2012 with their debut release on the Scissor & Thread imprint. The electronica group has developed famously for their unique signing and songwriting with house-infused elements. Bob Moses now released on Domino Records and is currently on a full global tour.
Carlos Correal, Music Director, Insomniac
Insomniac Music Director Carlos Correal has been a vital part in the development of the world famous Electric Daisy Carnival and has helped book more than 250 electronic acts during his career. Correal also leads the brand’s new underground warehouse event series, Factory 93 in Los Angeles and has continued to prove himself one of the most important industry players in the complex machine of the dance music community.
Daouda Leonard and Rick Trainor of With You., Artists
Daouda Leonard is a member of the DJ supergroup With You. and founder of creative agency Mastor Craft. The innovator has produced and helped launch off artists and publishers like Brodinski, DJ Snake and Skrillex's OWSLA, acting as one of the most formative behind-the-scenes industry assets.
Rick Trainor of With You. was previously an apprentice of Dave "Switch" Taylor, but quickly made his ranks proving to be one of the most musically valuable DJs in the LA area.
Finally, the third member of With You. is Dave Taylor, better known as 'Switch', also known for his work as the co-founder of Major Lazer. The collective has always focused on progressive outlooks, pushing their fans to challenge cultural issues and emotions through the spirit of soul music.
Joseph "Joe" Ray from NERO
Known for his work as one part of the three piece of NERO, Joe Ray is said to have come up with the first concept of the band during one fateful night at Fabric. The British group have championed a unique, live electronic sound that launched their debut album 'Welcome Reality' to the top of the UK charts and eventually scored them a Grammy alongside Skrillex for their collaborative remix of their smash hit, 'Promises'.
Julia Willinger, Senior Vice President of A&R Records and Publishing at Mom + Pop Music
As the Senior Vice President of A&R Records and Publishing at Mom + Pop Music, Julia Willinger plays a crucial role in making sure music on the cutting edge is heard. She’s been involved in the label side of the industry for many years, earning her chops at respected imprints like XL Recordings and RCA before joining the Mom + Pop team. She released the debut single from Australia’s leading indie electronica group Jagwar Ma on a label she co-founded, The Blue Rider, and more recently released the band’s new album via Mom + Pop in 2016. She’s proven herself as a tastemaker, relentlessly on the hunt for the next breakthrough artist.
Katie Longmyer, Founder and CEO of Good Peoples
As the founder and CEO of Good Peoples, an industry leading creative agency, Katie Longmyer’s experience pairing creatives and influencers with Fortune 500 brands is unparalleled. For over a decade she’s been involved in the music industry, working at Warner Bros. Records and MeanRed Productions, while also being involved in the agency sphere with positions at Viacom and Translation. She’s relentlessly pushing the boundaries as the Co-Owner & Creative Director of the Brooklyn Electronic Music Festival, which just celebrated it’s ninth straight year running, and her ability to juggle multiple positions is impressive and inspiring.
Kevin Saunderson, Artist
Kevin Saunderson is one of the founding fathers of Detroit Techno and celebrated as an originator of the genre. Starting his reign as a member of The Belleville Three alongside Juan Atkins and Derrick May, he has been an integral forger of underground music in North America and over the years, spanning across the world. He is currently a platinum-selling artist, label boss of the legendary KMS and has had an immense hand in the development of Detroit’s famous Movement Festival.
MK
Detroit-born DJ and producer MK has a prolific, storied background in house music across the years. In the 90s, he dominated Billboard's Dance Music charts with his No. 1 hits 'Always' and 'Love Changes' and remains a mainstay in the electronic scene today with remix touches on Lana Del Rey, Sam Smith, Hot Natured, Rudimental, RÜFÜS DU SOL, Pet Shop Boys, Ellie Goulding, and Pharrell, to name a few. From techno to R&B to house music, MK has seamlessly remained at the top, most recently relaunching his label and event brand Area10 and refocusing on his incoming artist album.
Nat Esten, Artist Manager, Milk & Honey
Originally a senior agent at William Morris, Nat then moved to ID&T and SFX as a festival talent booker, where he worked on Mysteryland, Tomorrowland and the Sensation events. He is now a partner at Milk & Honey Management, a new enterprise specializing in electronic music acts. With vast experience in so many different areas of the industry Nat brings a unique perspective on the music business.
Olga Zegers, Former Music Director at ID&T
Olga Zegers has a prolific career in electronic music - in fact, over 25 years - ranging from working in nightclubs to booking some of the world's largest festivals. Though she's recently departed her post, over the past 17 years, she's been responsible for newsworthy line-ups of Mysteryland, Sensation, Welcome to the Future and many more under the ID&T umbrella.
Roy Davis Jr., Artist
Roy's single 'Gabriel’, released on Large Records in 1996, is heralded as one of the greatest house and garage tracks of all time. It led to production work for artists such as Faith Evans, Mary J Blige, Seal, Patti LaBelle, and Morcheeba. More recent tracks include 'All I Do' on Omar-S' label FXHE. Outside the studio Roy has a deep knowledge of the industry having cut his teeth as an A&R scout for Strictly Rhythm and from running his own record label 'Undaground Therapy Muzik'.
Toby Andrews, Head of Electronic Music Marketing Sony Music
Toby Andrews is one of the top members of Sony Music’s marketing team. The young music industry expert started as an intern at the UK public relations firm Get In and quickly moved up the ranks to the company’s COO during a five-year period. His official title as Sony’s senior manager of International Electronic Music Marketing puts him at the center of the dance music community, guiding top artists and events for key success and development.
