S.E.F. - Boiling Point (Switched On Records) Alexis Raphael - Warhorn S.E.F. - Dissident (Switched On Records) Beep Dee - Get Away S.E.F. - M-O-E (Switched On Records) The Martinez Brothers - H To Da Izzo Ejeca - Horizon Alex Deamonds - Lead Foot (Switched On Records)
Check a new mix by Switched On Records label-head S.E.F that includes music from Alex D££mnds and the man himself as well as some upcoming material from the new label. Listen to it in it’s entirety here.
The credentials EP sees new beginnings for both the artist and label involved. Switched On Records is a new project from S.E.F, formerly one half of Deep Teknologi Records, who has set his sights firmly on the Housier ends of things and introduces the relatively unknown London-based producer Alex D££mnds (pronounced Deamonds).
D££mnds pulls no punches with his first offering and lead track ‘Credentials’ is a dancefloor burner that has already been garnering support from Scratcha DVA, Altered Natives and Rinse FM’s MA1. In what can only be described as deep house with urgency the title track is propelled by intertwining synths that are set to hypnotise the dancefloor and enthrall the DJ. Ebbing and flowing through a sea of filters and and intermittent percussion the track is a boisterous take on house and the mammoth drop halfway through gives the track an extra dimension.
‘Pressure’ is an effort that is full of tension with is dark overtones and eerie melody is a definite grower with its subtle hi-hat arrangement that gives the track an abundance of swing and groove. The EP concludes with the most laid back effort of the three, ‘Baidin’. Fusing quirky key stabs with an almost muffled drum loop the track slowly unravels into a spaced out lullaby that floats into dreamy territory with extensive use of delay. Whilst it’s melancholic natures is what appeals the most it still manages to refrain from being too polite or conservative and is a warming end to the EP.
Second mix of 2012 from Switched On Records label boss, S.E.F.
Includes productions from up and coming artists such as Alex D££mnds, Jamie Trench, Maj & Vanz, Georgia Girl as well S.E.F. himself. In addition to tracks from labels such as Crosstown Rebels, Culprit and Off Records.
For more info email firstname.lastname@example.org
Records come and go. Set to be broken. Labels hinder. So here’s the anti label.
Switched On Records is born out of a desire to free the music. A working lifetime in London’s underground music industry has seen many collaborations come and go for S.E.F some prosperous and successful, others not so much, but that is when you learn the most.
The founding of this label brings together the two main platforms of the “Switched On” brand. Switched On Productions can boast some of the world’s largest broadcasters as satisfied customers. Couple this with a keen ear to the underground and a passion for good music, it’s clear to see why some of London’s most sought after talents are beating a path to S.E.F’s door to jump on his latest foray into the music business.
Placing the record and television business side by side allows for a clearer focus, a more efficient work flow and less conflict of interest as there was when setting up a separate entity.
This time it’s personal. Self-sufficiency is the key to success, not relying on anyone to put your music out according to their schedule, priorities and other matters irrelevant to the artist. It’s not necessarily how fast we can get you heard but where your heard and by who.