07Oct2010
olivier desmet primal records

You might know Primal Records as one of your preferred online download shops, but before it became widely associated with 320kps MP3s of House Music, Primal was one of my favorite labels, dropping tunes from Miles Maeda, Ken ECB as well as adventurous sounds, like the Deep Red remixes of the Jane's Addiction tune "So What!"

This week I heard the news that Olivier Desmet - founder of Amenti Music - was bringing the original Primal Records back with a new release from Greek underground House newcomer Thano Vessi called the Take A Look Around You EP. I talked to Olivier (who, incidentally, did one of our most popular New Mix Monday editions a year ago) about the resurrection of the late '90s House Music staple.

 

I was psyched to get your note that Primal Records was releasing its first record in several years. Why are you bringing the Primal label back from the brink?

I get sent a lot of unreleased and unsigned music. Some of it is fantastic, but does not fit in to the Amenti sound. I thought it made perfect sense to re-launch the Primal imprint for those releases.

So how is it different from Amenti Music?

The Primal sound will be simple: straight up dance floor material. Shit that will make people dance their asses off. Expect a lot more pumpin' stuff on Primal than on Amenti.

thano vessiThe first of any series is always important, and this being your "first" comeback record for Primal it's just as important. What about Thano Vessi (the only Greek producer I can name offhand!) made you want to make this your comeback track?

I heard his tracks online and immediately loved them. They are well produced and work great in the clubs. I also love the fact that Thano is not a big established name producer yet. I hope to help expose a lot of new talent with the Primal label.

Primal (the shop as well as the label) did vinyl for a very long time, and I note that quite a few labels are moving back to their roots.

I'm still releasing vinyl with Amenti. No plans on doing vinyl with Primal for now. I love vinyl and it's cool that one can still find some choice releases on that media. It's such a small part of the overall business these days though that I think most do it as a promotional thing, and for the "cool" factor.

One of my favorite records from the Primal catalog is the Deep Red remixes of Jane's Addiction's "So What!" Was that the very first release or do I have my dates wrong? (It was certainly one of the early cuts, and really set the tone for the type of adventurous sounds Primal would be putting out.)

Yep, that was either the first or second release, can't remember exactly to be honest. Pretty cool that a tiny independent house label could kick-start their imprint with a completely LEGAL and authorized release by Jane's Addiction, huh? I love it! Primal did do some work with Warner Brothers back then, as Barrie (Primal's founder) was in a band that was signed to Warners for a while.

You had some great eclectic producers on Primal - Ken ECB, Miles Maeda, LawnChair Generals, Chuck Diesel and of course yourself. I assume you didn't bring the label back just for one track - what do you have coming down the pipe?

It's all completely top secret I'm afraid! I don't want to spoil the surprise. I can tell you we will have a new release every 4 to 6 weeks, and will also be remastering and re-releasing a lot of the old classic Primal EPs. Make sure to check out primalrecords.com regularly to check out our stuff!

 

Take A Look Around You is out now at Primal Records, and has received early support from Mark Farina, DJ Heather, Jason Hodges and Gramophonedzie.

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posted oct 7 2010 by terry matthew in features, october 2010 issue
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terry matthew Terry Matthew is the managing editor of 5 Magazine. You can contact him at terry@5chicago.com.
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