Go Deep in Tech with Brendan James

UK-based deep tech artist Brendan James sat down with us to chat about his viral edits, new label, and how he’s crafted his sound.

Emerging as a fresh and dynamic force in the UK’s electronic music landscape, Brendan James is steadily carving a niche for himself with his distinctive approach to house music. His sound, which blends the vibrant energy of the Southwest’s club scene with a flair for innovation, is captivating audiences and gaining admiration.

In 2023, Brendan James’ musical journey reached new heights with his edit of Wiley‘s “Wearing My Rolex,” which grabbed the attention of renowned DJ Marco Carola, becoming a regular feature in his sets around the globe. Off the stage, his passion for music extends to developing his own label, Serotonin, which he envisions as a creative haven for his work and that of emerging talents. With an anticipated edit of Mason‘s “Perfect (Exceeder)” and a host of other exciting projects on the horizon, 2024 is set to be another significant year in Brendan’s burgeoning career.

As we delve into our conversation with Brendan, he opens up about the intricacies of his creative process, the evolution of his career, and his aspirations for Serotonin. Listen to his exclusive guest mix and join us in uncovering why he is rapidly becoming an artist to watch in the ever-expansive realm of dance music.

Stream EDMID Guest Mix 415 || Brendan James on SoundCloud:

Brendan, thanks so much for taking time out to chat. Let’s jump right in with your latest work. Your edit of Wiley’s “Wearing My Rolex” caught Marco Carola’s attention. Can you share the inspiration behind this edit and its reception?

Of Course! The idea came about from the original track. I typically will make an edit for every 10+ original tracks I make. Edits are a great tool for up-and-coming artists to reach a larger audience, as usually, the tracks that have been reworked or edited are well-known or more commercial.

Funnily enough, edits are something I used to really struggle to make! You are limiting the direction you can take the track, as you are often using vocals, melodies, rhythms, and ideas from the original. It can be a difficult task to follow someone else’s work so closely but yet make it feel new and fresh and have your own signature sound/ style pressed into it.

The reception from the edit has been immense! I made the track around July 2023, and from there, it was downloaded by big artists but had no major support. It wasn’t until I decided to release it with my good friends Wakka & Adam Lance, the duo behind the rising brand ‘Special Delivery,’ as part of their debut ‘edit series’. They ran it through their promotion services, where it got downloaded by most major artists and got heavy support from Marco Carola, who went on to play it all over the world for nearly six months straight.

You have an upcoming edit of Mason’s “Perfect (Exceeder)” coming out on the horizon that is creating a buzz. What inspired you to choose this particular track, and what unique elements have you brought to it?

So, the creative answer to this question is that the song has always been stuck in my head since childhood, as it was featured in a futuristic racing game on the PS3 called Wipeout. The noncreative answer is that I’ll often pick tracks that follow a 4×4 beat to edit, as it makes my life so much easier! By pure coincidence, the original track started to trend from a film called Saltburn. So the track is very relevant and popular now, and it’s even been remixed by huge artists like 1991, David Guetta, and more in the past few months.

For me, edits should follow the original very closely. This creates a much tighter track that more people will be able to connect with, as it will offer that nostalgia with a new feeling. So, adding unique elements can be hard! For this track, though, I split the bass and the iconic synth lead, allowing the bass to have a heavier, more rolling effect within the track. And, of course, I’ve added the signature ‘Brendan James’ flow.

What inspired you to start your label, and what direction do you see it heading?

There was no real inspiration for starting the label; it was more of a purpose. After a successful 2023, I knew I needed to bring my A-game for 2024 and aim for the big labels. But I had also seen the power of releasing music on a regular basis. So, the logical step was to create a platform where I could put out music on my own schedule while I worked towards securing releases on these bigger labels.

I would like to see the label become a known name within the industry and highly respected. I’m really trying to create a close-knit group of producers who feel like they can constantly have a home with their music on Serotonin. As a business, the label is completely flawed and unprofitable. But luckily, I love it more than I could have imagined, and I can’t wait to showcase some of the talent coming out on the label over the next four to five months.

As an artist with releases on labels like Issues and Short Circuits, what criteria do you use for signing new music to your label?

There are two main things I look for. The main one is that I’ve got to want to play it in my own sets. Thankfully, 2024 seems to be going in the right direction, with more gigs coming in for me to test the music. Secondly, I’ve got to respect the artists and their vision and see them putting in the work across other aspects of a music career (social media, networking, being nice, etc.).

Can you share insights into how mentoring other producers has impacted you both personally and professionally?

Personally, I feel that it has affected me in so many ways. It’s pushed me out of my comfort zone, doing things I never thought possible, which led me to quit my part-time jobs and pursue my music career full-time this year. This has given me complete freedom and autonomy in my life, which is something money can’t buy.

Professionally, it keeps me on my toes. Every lesson is different, and I have to cater my teaching approach to how I present myself and the language I use to ensure that the client gets the most from each lesson and feels comfortable in a vulnerable environment. It’s not easy for people to hop on a Zoom call with a stranger from YouTube and show their hard work and give me advice, tweak, and improve their art. I would like to think that this is why I have such a high retention rate of over 100 clients now.

What advice would you give to up-and-coming artists trying to break into the industry?

Put in the work and stay consistent. It’s what 90% of people aren’t doing. If you want a career within music as well, I’d suggest trying to find ways to monetise your craft. It can take years to break through as a well-known DJ (I’ve been doing this for nearly five years, and I’ve made £80 from gigs in the past three months). Even after breaking through and touring, it’s still a huge risk as one minute you could be the shit touring the world, and the next you could be shit and have no relevance within the scene.

How have your sports coaching degree and passion for education influenced your music production and artist development approach?

Great question! From a music coaching point of view, it’s given me perspective on how to tailor my language and how I explain certain topics to individual producers. Producing is very similar to fitness. You have to stay consistent to see the results, and you can’t do the sexy stuff until you have the experience and knowledge to do so.

Looking at deep tech’s current landscape, what trends or emerging artists excite you the most in 2024?

With the current trends being this more 90s minimal, garage, high-energy house, I wouldn’t be surprised if the next trend is going back to the more underground, darker side of house. It’s hard to say that, and honestly, it’s not something I think about. As an artist, it’s much better just to focus on your own sound and vision.

What do you think is the most underrated aspect of producing deep-tech music?

Probably emotions. It’s very easy (and common) to just make beats, but much harder to create a track with some feeling or emotions. Does it make me feel uneasy, happy, uplifted, moody, aggressive, on-edge, heavy, or light? These are all things I try to think about while creating.

With a busy year ahead, which milestones or events are you most looking forward to?

After around three months of absence, I will return to YouTube next month, which I’m hyped for! I will also try to take a personal trip to Ibiza this year. I haven’t been on a holiday since 2019, so I think I could do with one! But we’ll see if I have time, as most of my summer is going to be spent developing a new business venture for me. You can expect some cool things coming this Black Friday.

Brendan, thanks again for your time. Looking forward to what comes next for you this year!