more ravin & pimpin' : Detroit Underground interview

picture by Angela Oliver

Just have a look on the artists featured on Detroit Underground (one of the first release of Modeselektor, then Apparat, Phon.O, etc.) and you'll understand why i had to interview Kero, owner of a label which one release after another is debriefing the future, drawing links between techno, electronica and rap, between Detroit influences and the french new dance scene.

Hello Kero. First i wanted to know who runs the label ? Yourself ?

Det.Und. the label at least was founded by myself and Jeremy Nida and Derek Michael. While Jeremy and I handle most of the labels day to day operations, Derek is in charge of web design over in Hollywood where he is chillin' with some ballers like Daryl Hanna. In 2004 the group grew to include conceptual artist and rave promoter Andrew Lochhead, who handled much of DUs booking and press concerns, as well as developing our contacts within the contemporary art community and expanding upon our branding strategies. Overseas in Berlin we have our production manager's and promo Sandra Passaro and Phon.O keepin it real from Stars and heroes. We all consult about tracks, designs that sort of stuff collectively or as much as possible.

Can you tell me about how came to produce music, graphic stuff and to create clothes ?

I really got in to music in my early teenage years, especially punk rock, and then techno. This was the early 90s in Detroit and so the techno and rave scene was really big. I started DJ’ing around that time and then took to production as a way to expand my shows with live PA. As for making clothes and designs,I’ve always had an affinity for design and art since high school, especially street art and graffiti, I actually studied for a while at College for Creative Studies in Detroit. When we began the label, MP3 downloading was just beginning and we really wanted to develop something more than just another record label. We wanted to give our fans an extra incentive to buy our records rather than just download the tracks. Its part of a larger branding approach, creating a lifestyle and a multiplicity of diverse products centered around the label. By hiring top flight designers such as the Designers Republic, Build and Neubau Berlin, Keep Adding, Eboy and more we have been able to create more customers and reach people through design who would not have otherwise accessed our music.

When was the label launched ? What's the concept behind it ?

The idea for Det.Und. came out of a web forum for Detroit based graffiti artists that Derek and I were running. Eventually when that project ran its course we began talking to Jeremy and eventually the label was conceived. As I mentioned before we really wanted to be more than a traditional record label. The community based outreach has been a really important part of how the label has transformed itself from the original concept and a way in which I feel we have grown as a company. We are not just a company in Detroit but a force for positive social change. We have sponsored events and involved our artists in various sound and media workshops offered through local arts organizations such as House of Toast Film and Video Collective, The Detroit Artist Market, The University of Windsor and the Art Institute of Chicago. Since the labels creation we also expanded into throwing our own parties, touring and in general doing more work than I ever felt was possible to do with an ordinary record label.

How does it feel to bring this sound in a city (Detroit) where techno, now ghettotech seem to be the standard ? Do you have any contacts with the people of these scenes ?

To say that ghettotech would be a contemporary standard in Detroit might be a bit of a stretch, certainly it was popular here many years ago, but I think the reason so many Europeans have this impression is the time it took that music to reach the continent. Really that stuff has been played out over here for at least five years maybe longer. Detroit is a small community filled with lots of interesting people and players. We are proud to count many of our city’s talented producers amongst our good friends. As for bringing these sounds, in a way, back to Detroit. I think its really interesting because as much as the sound may have been developed here the influences of European artists such as Phon.O and Modeselektor, Feadz, Uffie and Arcade Mode along with many of the Arcola releases, have really developed the genre beyond its initial limitations. In a way by bringing these sounds back to Detroit we reveal a bit of the outcomes of artistic dialogue that happens around the world. In many ways Detroit has always been accepting of new musics and innovation and so far over here audiences are very responsive when i play the new tracks out. I still am freinds with the old schoolers such as Scan7, Derrick May, Richie Hawtin, Mike Huckaby, Teste and several other key players sometimes we run into each other at the grocery store, haha.

It's a cliché to say that detroit techno is inspired by the city, factories etc... do you think that your label Detroit Underground has a specific sound ? What is the role of Detroit in your music ?

I agree with you that that is a cliche answer by now. Really i think what alot of that represents however and perhaps what people are attempting to articulate when they say that is that, the city has a real vibe of innovation. This is why i think electronic music has really been successful out here. The people are forward thinking and adapted to rapid technological change and receptive to new ideas and ways of doing things. Thats the role of Detroit in our music really. As far as a specific sound, we are quite committed to the label being a reflection of our own tastes and interests. However, that being said if you are nerdy and designing your own software for making tracks that are all glitched out and very DSP heavy we want to hear from you.

How did you get in touch with artists such as Phon.O, Otto, Jimmy Edgar or Modeselektor ?

Many of our artist come to us the old fashioned way, they are friends, associates, friends of friends, people whom we admire, or people who admire our work. Many of them we have met while travelling in Europe or America. Most of the artists are just close freinds from before the label even started.

We are told that the Det.Und.07 is eurocrunk, what's your vision of a genre wich according to french artists is something of a joke to talk about european bass music ? Who do you think make the techno/rap thing go steps beyond today ?

I mean the term is kind of a joke and we use it in a kind of tongue in cheek kinda way. But i think it is worth noting that we really admire many of the artists working in this style. Is European bass music somehow less valid than american made bass. Certainly it may lack the implied street credentials, but i think as far as hip hop and hip hop styled music goes, it really has become a global concept. Plus I am always interested in redefining genres, i think adding techno production styles to rap is very cool because it expands the framework and reach of a genre that perhaps is occasionally a bit too reflexive.

What's the relationships and differences between european and american club music scenes according to you ? Are you satisfied of the way Detroit media and clubs are promoting electronic music ? What's your point of view on Detroit music scene today ? on wich artists / labels are you focused on in the town at the moment ?

In the US it is more about the promoter. clubs usually run different nights with different promoters, it is unusual if they have in house booking that sort of thing. But we are very satistified with whats happening in Detroit. Of course the popular stuff there is largely local, Plastikman of course, UR, Ryan Crosson, Lee Curtiss, Detroit Techno Militia, Lowres records, Ghostly, some new cats throwing down old school raves called Local 313 aka Detroit Paranormal Society and several other great people that are keeping techno in Detroit strong. The media over here has been very receptive to our work and we have gotten great local press on our events and releases. Couldn’t be happier.

What's the future for DU ?

more records, more ravin, more pimpin'.

MP3 : Phon.O - Booty lickin (exclusive)

Buy DU releases on Boomkat.com, Forced Exposure, or Neuton.com. Thanks to Phillip Hoffman from Stars and heroes.

BONUS LINKS :

A l'écoute du morceau précédent, rien de plus naturel que l'association live de Phon.O avec Chris de Luca, rescapé du récent split de Funkstörung. Ce que ça donne ? Click click.

phon.o’s “crossfadedandturnedtabled-mix”. (MP3) with JustinTimberlake, Housemeister, Deadbeat, Mr. Oizo...

Chris de Luca & Phon.O live @ Nantes (flash player)