Parisian record label Bromance Records has been at the forefront of the underground music scene with the help of industry veterans with innovative touches. Brodinski, the labelhead, leads much of the way, but each artist on their roster is doing bigger and better things with each step.
Today we chat with Gener8ion about his recent releases, a magazine and EP release that culminated into an multi-dimensional project that combined various components to create a cohesive whole. Check it out!
Hi Gener8ion, thanks for taking the time to chat with us! Youâ€™ve been very visual since your inception, with a very aesthetically driven tumblr, dynamic sound, and stunning music video, but how did you decide to go back to the idea of the magazine as a physical item, and what drove you to work on this medium? As we move into more digital, paperless world, what does the idea of having a magazine in hand mean to you?
There is something about owning an object that makes you relate to it in a very different way than just “seeing” it on the internet. I’ve done so much music and things that have only lived in computers, it’s very exciting to finally have a project exist in the real world, an actual object. It’s also a good excuse to collaborate with people I like and respect. And I’m probably a bit attracted to failing industries haha .
Iâ€™m also interested in the name of the magazine as well. The idea of â€˜Unite or Perishâ€™ kind of matches well with the state of the world right now in many ways, and Iâ€™ve sometimes felt a sense of organized chaos in your work. What was your reasoning for naming the magazine this?
The name is actually inspired by one of my favorite pictures of all time : the back cover of Ice Cube’s Death Certificate. He’s holding a newspaper with the headline “Unite Or Perish”.
It sounds like a call to action, a bit utopian but menacing at the same time. The picture on the cover of the magazine, small flowers surviving together in a very hostile environment, is about this too.
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Youâ€™re also releasing an EP as well, how do the two pair with each other in your mind? Were they always planned as something that went hand in hand?
Let say that a few years ago the EP would have been a CD given with the magazine, but since I don’t even have a CD player anymore it didn’t make sense to bundle it like this. But it’s not the “soundtrack” of the magazine, more like an extra feature, if you know what I mean.
Starting from â€œH808,â€ which feels very much like Iâ€™m soaring and going through an adventure, to a much darker, dance rhythm centered piece â€œDustwunâ€ featuring Brodinski, with â€œElvenâ€ and â€œSystemâ€ providing a feel that balances those two and worlds and produces a nice transition throughout, the EP feels like its got a story to tell. Can you tell us what were your thought processes as you were making the album?
Everything was produced in a very short period of time, in maybe 3 or 4 weeks. I wanted to do something very instinctive and raw. I usually tend to overthink everything but some of my best tracks were made in a couple of hours. I wanted that kind of energy. Simple tracks, almost riddims. We spent an afternoon with Brodinski going through my demos and making a quick selection and I finished everything in a couple of weeks.
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Finally, Youâ€™ve been in the music production world for a while now. If you had any advice out there for people just starting out, what would be your words of wisdom to those who look up to your work?
Do what you feel is right, not what you think people will like.
Bromance Records is currently touring the US. Check out the flier for dates near you!