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 The German born DJ Shah had a gap in his crazy production and gig filled schedule so i:Vibes jumped at the chance to pose him a few burning questions...!
DJ SHAH- THE UNDERATED GERMAN PRODUCER
For many years, heavyweight DJs like Paul van Dyk, ATB, Blank & Jones, Kai Tracid and Talla 2XLC have led the German Trance revolution, but in the last few years a producer by the name of Roger Shah aka DJ Shah has been one of the hottest German producers cranking out hit after hit, but for some reason not gaining the total breakout and recognition that he so deserves. He started to produce music in 1996 and quickly started having dance hits. In 1999, he had his first real big hit called “Claps”. As so often is the case, after producing tracks, he decided to start his own record label called Shah-Music where there are various labels like Tsushima, Tsushima Limited, Innovative, Shah-Records and Shah Music Digital. Not to forget his Magic Island Records, where he releases balearic and tribal tunes. He has produced tracks for his brother Pedro Del Mar since years like “The Key” or “feel”. In the last three years, he has been one of the busiest German producers creating innovative tracks under many different projects. In 2005, he was signed to Tiesto’s legendary label Black Hole and was able to release tracks as Global Experience. He was the only German artist that had a track featured on the “In Search Of Sunrise 5” album. Soon after #1 DJ of the world Armin van Buuren became aware of Shah’s talent and signed him to Armada. His first single “Beautiful” with singer Jan Johnston stayed in the top DJ playlists for months. A second project Sunlounger was also signed to Armada. In the meantime, Black Hole wanted to keep up the competition with Armada and signed yet another Shah project Savannah. 2007 has been a huge year for him with tracks like “Aguas Blancas” “Sunlounger” and “Palmarosa” as DJ Shah. However that wasn’t all, he also released “Madras” as Global Experience and “Who Will Find Me” with Adrina Thorpe. He also started a new project with his friend DJ Cosmo called Purple Mood and released “One Night In Toyko” which was signed to Anjunabeats. The track was #1 on Beatport Trance charts. The new Sunlounger “In and Out” has been released as well as the new Sunlounger Album “Another Day On The Terrace”. Even though he spends hours and hours in the studio, he also finds time to travel the world and present his sound as a DJ. He has played in countries like USA, China, Greece, Spain, France or Thailand. Since many years he has hosted the famous radio show Mellomania together with his brother Pedro del Mar. The program attracts 1.5 million listeners per month. The show is also broadcast in countries like USA, Australia and Argentina He is a very busy man, but found some time in his so delicate schedule to talk to i:Vibes.
i:Vibes: Hi Shah, thanks for taking some time. How are you? It’s quite cold in Germany now, so my guess is that this time of year you can spend even more time in the studio than usual?
A: You’re welcome. Thank you I’m fine and all things are going very well at the moment. I guess you right, it’s damn cold here, it’s the time and season I don’t like very much. This year has been very hectic and I was really busy also in the summer time, because I worked on my upcoming DJ Shah solo album for Armada, which will be released next year. So I can’t say that now is the time to spend more time in the studio as usual.
i:Vibes: Where exactly are you from and what was your childhood like?
A: I live in a small city near Stuttgart in Germany. My mother is from Germany, my father from Pakistan. I think my childhood was very usual and nothing special.
i:Vibes: How and why did you come in contact with dance music?
A: Oh, this is really hard to say. I’ve been interested in music since I can remember and I listened to a lot of different genres. I loved the dance music in the 80’s, that was my first contact with dance music.
i:Vibes: Who were your early musical inspirations while growing up?
A: As I said before I loved the dance music in the 80’s and later in the 90’s, especially the music made with synthesizers and I was a big fan of the Italo Disco time with its synth melodies. I think that because of these influences I love Trance music.
i:Vibes: You started your musical career in 1996. Was it a difficult time getting into the scene and who was the most important person who helped you get a start into the music business?
A: I had no help from any person in my career, just my family. In 1996 I worked as a resident DJ in one of the hottest Trance clubs in my hometown and during this time I met a lot of interesting people also from the music business and record companies. Some A&R managers came to my club and gave me promos to play, because they wanted to see how the tracks are working on the dancefloor. This was a great chance for me to play also my own productions and soon I had my first record deals.
i:Vibes: You have been a producer for 11 years now and what has been the biggest changes that you have experienced as a producer in the dance music scene?
A: On the production side, the biggest changes are the digital and software changes. In my beginning and for a very very long time I worked with an Atari ST as a sequencer, a Mackie 32.8 Bus Konsole and all those important synths and now I work with a Mac G5, Logic 7 and have everything I need inside of my computer. On the dance music scene side, it’s also the digital thing with MP3 downloads instead of a single CD and the fact that you will not need a major company anymore to release your music.
i:Vibes: Your first big hit was “Claps” in 1999. If you listen back to that track and compare it to your projects like Global Experience or Sunlounger, what have been the biggest changes you have undergone as a producer? How have you developed as a producer in this time?
A: Haha…The biggest and most important change has been my decision 3 years ago, just doing the music that I really love. I have to explain, that when you are signed as an artist to a major label in Germany, it has been the main problem for me that the music has to be always a bit commercial and that’s the reason why my older tracks are more cheesy than cool.
In 2005 I cancelled all big major deals and also my production work for some commercial projects and made the decision to go my own and new way by releasing my tracks on my own label and to see how everything will go from there. I created some new aliases like Global Experience and Sunlounger and got deals with Blackhole and Armada. I think as a musician you are always in a process of development. During the last years I found also my very own sound and style which I gave the name “balearic” which is a mixture of different influences.
i:Vibes: Your producing career took a rapid turn in 2005 as you got signed to Black Hole and Armada. Why do you think this happened at this time? Did your producing skills just get so much better or were not enough big name Labels aware of your talent before 2005?
A: I think it’s a bit of both. As I said I found my own sound which is much more international as my earlier productions and a main thing is that when you have a release on Blackhole or Armada you get much more attention, because everybody is looking to these two massive labels behind Armin and Tiesto.
i:Vibes: I can’t remember there ever being an artist that has released for Black Hole, Armada and Anjunabeats. If there is an artist please tell me. Anyway these are the top non German labels and you have released tracks on them all. How does this make you feel and do you have now an added pressure to keep producing top notch material?
A: Haha… I also don’t know another artist. I grant you that I’m a bit proud and also very happy about the situation and the fact right now that I’m working just for the best international labels. I don’t feel any pressure, I’m signed to these labels because I’m doing what I’m doing and it’s the first time in my career that I just have to write and produce music and not have to think about the music industry or marketing things as I had to do with the German major labels. Especially with Armada - I have a very close communication with them and we are working together on big projects right now.
i:Vibes: The only label missing is Vandit Records. They have a very tight-knit family. Would you change your sound just to be able to release a track for a certain label or do you stick to keeping and refining your innovative sound?
A: I also did a remix for Vandit last year, which was called “The Nomads – The Holy Land Spirit”. On the vinyl is just the old Original and my two new remixes, so for me it’s a bit of an own release. Vandit was also interested in signing my “Purple Mood” project, but Anjunabeats were bit faster with the request, so we made the decision in good faith to go with Anjunabeats for this project.
I always try to change something to have a different sound for my different projects, but I would never make changes just to be able to release it on a label. I also have no time to do new projects, because my main focus for next year will be my solo stuff, with an outstanding DJ Shah artist album and follow ups for my successful projects.
i:Vibes: Global Experience and Sunlounger are your two main projects at the moment. How do their sounds differ and in what direction do you want their sound to go in the future?
A: My main project is my solo project, my new single “DJ Shah Feat. Adrina Thorpe – Who Will Find Me” has been out for some weeks now and is #3 in the Vinyl charts, plus it will be available in all download stores very soon and I’m really looking forward to my next single which will be a huge collaboration.
Back to your questions…
The concept behind Global Experience is to create moody and groovy club tracks and using music influences of different countries. Zanzibar includes some African chants and an African flute. Madras had some vocals from India. Tiesto picked both tracks for his last two “In Search Of Sunrise” CDs. I just finished a new Global Experience Single and made it exclusive for Mr. Sam’s new Opus mix album. The new track is more the sound of now, with a bit of an electro influence but also some typical Global Experience elements.
Sunlounger is my big balearic concept which should always have the moody sound of summer and sun. At the moment I start to work on a new Album for the next summer season and I will do again 2 CDs with chillout and club mixes. The direction of the club mixes will be a mixture of genres between house and trance, but every track will have that Sunlounger feeling and also the guitar will, again, be an important element.
i:Vibes: The new Sunlounger Album “Another Day On The Terrace” is a great album. What inspired you to write these beautiful songs? It seems like you must have been in a place that was close to heaven?
A: Thank you! The place which inspired me was simply Ibiza and yes, for me Ibiza is similar to heaven. I love to spend my time on this balearic island, watching the sunsets, driving around the island and to have a listen to all those other different DJs and music styles. I also met Armin in Amnesia and gave him a demo of a new track of mine called “DJ Shah Feat. Jan Johnston – Beautiful”. One week later I got a email from Armada that they are interested in signing me exclusively to their label.
i:Vibes: You have been producing many high quality tracks in the last two years as Shah, Global Experience, Sunlounger or Purple Mood. Do you ever feel like your doing too much? Sometimes there are artists that produce so much, but after a while the quality suffers. This has not been the same with you, but how are you always able to produce good quality music?
A: I think that every producer has his secrets and another way to work. I’m a workaholic and I’m also always composing songs, recording melodies, stuff like that and when it’s time to do a follow up for a project, sometimes I start to compose a new one, but sometimes I’m just searching through my composed melodies to hope to find something which could fit to the current project. Another important point is that I’m a real musician, with a semi–professional education. I learned to play keyboard, can read notes and on the production and programming side I learned everything, so I can do everything for myself and don’t need anybody else which lets me come from an idea to the final result in a more direct and rapid way.
But from now on I will also have my focus on my main projects, especially when you work on big album projects as I do for my DJ Shah solo album or Sunlounger, there will be not so much time for other projects.
i:Vibes: In the last two years, you have progressed as a producer 180 degrees with tracks being released on top labels, but I still feel that you have not received the full credit that you deserve. For example a spot in the DJ Mag top 100 Ranking has not been a reward. Does this bother you that you are still not known enough in the trance scene?
A: A lot of people have written to me via myspace that they can’t understand that I’m not in the DJ Mag Top 100, but I have no problems with that a matter of fact, because first it’s a poll for the best DJs and not producers. I’m a DJ, too, but my main thing is the production side and with the work of my upcoming solo album I had not so much time for playing all over the world as other DJ´s are doing, but I’m sure that next year, I will have the time to play much more and I will also have some great surprises for the people and maybe I will make it into the top 100 next year. Other artists are also doing something like marketing to get votes, I don’t do anything for that.
I also don’t feel that I don’t receive the full credits that I deserve. My productions are played by Armin van Buuren, Tiesto, Paul van Dyk, Ferry Corsten and all the other big players. All tracks are working very well and I had great chart entries with my different projects all over the world. My fanbase is growing fast and I also have some great things in the pipeline for next year, so I can say that I’m really happy about all things and the development at the moment and I’m looking forward to a great year in 2008!
i:Vibes: You started Purple Mood with DJ Cosmo, how did this co-operation come about?
A: DJ Cosmo comes from another music genre and had big crossover hits during the past years. He is living around my area and we have been friends for many years. He took a break for over two years and is starting to produce new tracks and projects again. We had the idea that it will be fun to do a common project. I invited him to come over to my studio and he had the idea of that kind of Asian melody and also that atmosample. I really loved it from the first second when he played it and had an idea for playing some additional and more epic strings. The interaction of both melodies are amazing in my opinion.
i:Vibes: I love “One Night In Tokyo” - you created a perfect atmosphere in this track. Was this a difficult track to produce or did this take a bit longer than a usual Shah track?
A: It was easy to produce, because as I said, Cosmo came with that melody idea and in the studio we had a lot of fun. It took a bit longer than a usual Shah track, but the reason was more due to the fact that we sometimes joke more than we work! Haha!
i:Vibes: With what other artist would you like to produce a track with?
A: That is difficult to say, because there are so many great artists around, not only in the dance music genre. I would like to work with so many different people, but I also know that it will not be possible to do a common track with Bono from U2 to give you an example, haha! I’m happy that I had the chance to work with 13 different singers / songwriters from all over the world for my solo album. A really great experience!
i:Vibes: What is the most important thing for you in a track?
A: The atmosphere of a track is the most important thing. It needs to get my attention!
i:Vibes: When you’re in the studio, how do you go about producing a track: Some artists find a beat or melody or bassline. How is it with you?
A: When I start to create a new track, I have 90% of the track ready in my mind, the rest comes during playing with sounds. First I play the main melodic parts, then beats and bassline. When I work with a singer, I just do a layout with harmonies and minimal rhythm elements and do the full production after recording or receiving the final vocals.
i:Vibes: What studio equipment do you have and besides your PC, what piece of equipment could you not live without?
A: I work with a Mac G5, Logic 7 as Sequencer and I have almost all of the important plugins and also a huge sample library. Now, I can’t live without all those things.
i:Vibes: Germany has had a minimal Trance scene for a few years now. It never progressed the way it has in Holland or in England. The cheesy cover versions died out in 2003-2004, but still Germany has not recovered. The trance scene is so small. Artists like yourself, Talla 2XLC, Kyau & Albert, Ronski Speed, Martin Roth, Paul van Dyk and Blank & Jones are trying to keep the trance boat afloat, but it is really difficult. Why is Germany having such problems and do you ever see a change happening for the better?
A: As you said, there are just some artists who are doing quality trance music, a lot of artists are working more against each other than together. I also had the idea to collaborate with the one or the other on a common project, but nobody was interested. So I had to go my own way and now I have a lot of plans to work with foreign trance artists who are much more open minded than the Germans. I’m now signed exclusively to Armada Music which is a Dutch label, doing collabs with a lot of International artists, so to be honest, I don’t have the feeling that I’m a part of the German trance scene.
Another problem is that 'trance' does not necessarily equal trance. As long as the big advertised Trance CDs don’t have the real Trance sound on them, it will still be hard to find new fans for our scene, or how do you want to teach the 18 years old kids what trance music is? When they buy a CD they hear commercial stuff and when they go to a club, they will listen to the same music, don’t get me wrong, I have nothing against that commercial or hands up music, but it’s hard to understand why people call it trance. Some weeks ago I played at a big party here in Germany with around 3000 people. 3 floors, trance, house and hardstyle. I was the only DJ on the Trance floor who played Trance. So this is our main problem and also a reason why we are doing our own smaller “Mellomania” parties and events or playing in other countries.
i:Vibes: Mellomania has grown so much in the last few years. You are broadcast all over the world. What is the secret behind the success of Mellomania and what else do you have planned with this program?
A: I don’t know the secret of the success, but I think it’s simply the music that we are playing. My brother and manager Pedro del Mar is the main man and mastermind behind Mellomania with the radio shows, events and also Mix CDs. I don’t know what else Pedro has in mind but he is also doing many more events at the moment.
i:Vibes: Your company Shah-Music has been highly successful since years including having licensed tracks in over 60 countries. How do you keep this company running so well, when you have duties as a producer and a DJ? I think now you can mention your brother Pedro, who I think has a lot to do with the successful running of the company.
A: Yes, my brother takes care for all business and label stuff and we have two freelance friends who are taking care for the online shop and digital content. Our parents are doing all the paper stuff, so we are just doing family business.
i:Vibes: You are also a DJ. What is the most important thing for you as a DJ?
A: The interaction with the people and to see how some own tracks will work on the dancefloor.
i:Vibes: You have played all over the world. What was the strangest experience you have had as a DJ?
A: This year, I had a gig in El Salvador. It was not easy to find good flights, so I had to travel from Stuttgart – London – Miami, and stayed over night in Miami, then Miami – Honduras – El Salvodor, so all in all a 40 hour trip. But the night was amazing and strange to see that when I played my current single “Who Will Find Me” that the people were singing to it, amazing! I enjoy all gigs all over the world, every gig and country is different, but music is a universal language and a lot of people go crazy in the same way.
i:Vibes: In what country would you like to play in and why?
A: I’m open minded for every country, would love to play in Ibiza again, because this island gives me the best inspiration for my music.
i:Vibes: What are your goals in 2008 as a producer and DJ?
A: I have a lot of plans and a lot of upcoming stuff. I had a great meeting with my record company Armada during this years ADE in Amsterdam and they will do a lot of things to push my name fast forward. Next year you can expect a DJ Shah solo artist album (very outstanding triple CD concept), again a new Sunlounger album and also a DJ Shah Mix CD for the summer with a lot of exclusive and unreleased tracks. My next single is also finished and I’m really proud of getting the chance to do such a huge collaboration, but at this stage I can’t say too much.
i:Vibes: Where do you see yourself in five years and what would you like to have accomplished?
A: Hard to say, better you ask other people or my record company where they want to see me in 5 years.
i:Vibes: What are your hobbies?
A: I play tennis and like watching football.
i:Vibes: If you had one last track to play in your last ever DJ set, what would you play?
A: Hmm. Hard to choose, but I think that I will play Oakenfold – Southern Sun or one of my own tracks.
i:Vibes: Thanks for your time and all the best in the future!!!!
A: Thank you, it’s been a pleasure as always!
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