THE MOST IM­POR­TANT MAN IN THE HOUSE OF MU­SIC?

Ahead of the first of four De­fected take overs at Pacha Ibiza Dubai on April 24, we take a be­hind the scenes look at their main man, and De­fected’s mu­si­cal dy­namo Si­mon Dun­more…

Infusion Magazine - - FRONT PAGE -

Noir, MK, Sandy Rivera, Guti, Flash­mob, Osun­lade, Oliver Dol­lar, Yousef, Den­nis Fer­rer, Bob Sinclar all have one thing in com­mon. Apart from the fact they’re all at the top of their re­spec­tive games, they’re all cur­rent De­fected sign­ings, ably demon­strat­ing the depth and range of the leg­endary record la­bel. And the la­bel’s suc­cess is largely pow­ered by De­fected’s MD, Si­mon Dun­more. Amaz­ingly con­sid­er­ing the epochal change the mu­sic in­dus­try has un­der­gone, the la­bel has been run­ning for 15 years, as he’s brought the la­bel through eco­nomic re­ces­sion, the un­fet­tered rise of piracy and a re­dun­dant busi­ness model thanks to the rise of the in­ter­net. The list of hits is stag­ger­ing – re­cently, they hit the top pop spot with MK’s remix of Storm Queen’s ‘ Look Right Through,’ while they can also boast Num­ber 1s from Bob Sinclar (‘ Love Gen­er­a­tion’), Roger Sanchez (‘ An­other Chance’) and Ten­snake (‘ Coma Cat’). Then there’s Noir & Haze ‘ Around’, Flash­mob’s ‘ Need In Me’ and Pirupa’s ‘ Party Non Stop.’ Name an­other record la­bel with that sort of hit rate? But they’ve not just put good mu­sic back into the charts, they’ve done it con­sis­tently, and they’ve done it with­out ‘ sell­ing out’ or putting out low­est com­mon de­mon­i­na­tor dance­floor mu­sic. As Si­mon says, they like to think of them­selves as the ‘ cool un­der­ground guys, but Bob Sinclar’s our guilty plea­sure.’ It hasn’t al­ways been easy. In the early days, he twice used his house as col­lat­eral against bank loans, while adapt­ing to the chang­ing mu­sic in­dus­try was a strug­gle for ev­ery­one in­volved. They lost 75% of their in­come over a 5 year pe­riod, but De­fected were one of the best pre­pared: they pulled out of tra­di­tional sales and mar­ket­ing plat­forms be­fore any­one else, and went fully on­line. “Ini­tially the tran­si­tion into the dig­i­tal age was a jour­ney into the unknown and as a re­sult was hugely in­tim­i­dat­ing” he ad­mits. “Now that the dig­i­tal record busi­ness is a re­al­ity it is much more man­age­able. If you are savvy, you com­mu­ni­cate di­rectly with your fans and as a re­sult your mar­ket­ing is more tar­geted. If you know your au­di­ence and the po­ten­tial of a re­lease, the busi­ness side of things is eas­ier to man­age than it was be­fore.” They also bought into the 360 de­gree plat­form, where they be­came a plat­form for artists, manag­ing their tour dates, mer­chan­dise and mu­sic. And on top of that, they branched into par­ties, no­tably hold­ing down an 8 year res­i­dency at

Pacha. It’s this lead­er­ship, and con­tin­ual love for mu­sic and club­bing – he reg­u­larly DJs him­self, and spends 3 weeks in Ibiza ev­ery sea­son out ev­ery night ( no mean feat when you’re in your late 40s) – that has pushed De­fected onto big­ger and bet­ter things. And it’s that love and ded­i­ca­tion – and their stag­ger­ing back cat­a­logue – that will be in ev­i­dence at Pacha Ibiza Dubai on Fri­day April 24, as one of the most im­por­tant men in house mu­sic takes you on a mu­si­cal jour­ney along­side Sonny Fodera, live per­cus­sion­ist Shov­ell and the Pacha Dubai res­i­dents.

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