Today we speak to the top-tier YAYA Records boss PRiiMO and talk all things labels, music and vibe!
PRiiMO in the house! Welcome! Thank you for taking some time out of your schedule to sit with us and talk about our favourite language of all, music.
How is the world of PRiiMO? We have noticed several recent releases from you. Can you tell us a little more about your current production drops?
Thanks for having me guys! All is good in the world of PRiiMO, it’s been great to have a bit of freedom recently and see the dance floors full again. Like others in the industry, the restrictions we’ve faced with the pandemic has resulted in a lot of hours in the studio, strong positives to be found there which I’m thankful for, amid a rough time for everyone.
With that in mind, there's plenty of music out there yet to be released, including my own so I’m looking forward to moving forward into 2022. I’ve been working with some good friends of mine Kerouac & SMILE, we met earlier in the year, on a very similar vibe and we’ve built a great relationship.
Above all else, I’ve been listening to their music for a long time. Our release ‘Sweeper’ out now on Fine Music is the first in a string of releases, more coming early 2022 including a new EP on Router Music. I’m in a good place with my solo productions as well, I feel like I’m always improving (mostly) and I’m happy with what I’m making at the moment.
Your YAYA Records label has been on fire over the last few years. Tell us a bit more about the imprint and its sound ethos and plans for the 22’?
YAYA means 'You're Alright You Are'... a phrase that underpins our philosophy towards an awesome party... good people, cool vibes, great music. (I stole that straight from our bio ;)) Like a lot of other labels it really has been the family and support behind the brand that has pushed us forward, something we’re very grateful for. Obviously, those 2 things are super important for any brand. The journey has been unreal, starting with our first party in Norwich 7 or 8 years ago, to hosting events across the UK and Europe, and moving the brand to our second home, YAYA London. The best memories with the best people! I love working with Lee & Stu, we’ve got such a strong bond, my brothers. Plans for 2022 with both events and releases are in the making.
After what was supposed to be a short break we’re coming back with a bang.
So, let’s move on to PRiiMO business. Where did the alias name come from? What two words would you use to describe your sound?
PRiiMO was a fusion of 3, myself & Stu Curror as Dill & Curror + Lee Ratcliffe Aka Heith Karing, and means ‘cousin’ in a different language, can’t remember which one though, bad I know haha. These are also the guys I run YAYA with that I mentioned earlier. PRiiMO was primarily my responsibility linked with YAYA and it kinda just continued down that path and now I move as a solo artist. We agreed it was the right move at the time but not with closed doors, who knows what the future holds and we will still DJ together from time to time. I ended up getting attached to the name PRiiMO, it felt like my alias and it's a reminder of some great times, so I’m sticking with it!
Sound-wise, this is a tough one! The first thing that comes to mind is groove. I’m always looking for the groove in music, whether it be a minimal roller, upbeat dance floor track or even some funky pop classic it’s just gotta have groove. A focal point of my productions. Next would be minimal. This has become such a wide spectrum of music so it’s an easy one to choose, but I stand by it. Stripped back grooves, tight percussion and a good bass line get me every time.
What are your goals for the coming year? We know that you are dedicated to the craft, and think your words here will offer motivation to our readers!
I tend not to plan year to year as such, I just keep things rolling, a lot can happen in a year, different things start to emerge at different times and the path can change. Some of my current focuses are - More guest mixes, something I haven’t done a lot of recently. I find it easy to get caught up in projects, but I’m thinking about balance at the moment and showcasing what I can do. - YAYA coming back with a bang! - Alongside YAYA I’ve recently joined another label which is yet to be announced, but a big love of mine is label work.
I enjoy working with like-minded people so I’m mega excited to get involved. Watch this space! - Releases - always a top focus of mine. With both my solo and collab work in a good place, I’m feeling positive about the release schedule ahead. I’ve got a decent workflow in the studio at moment and a strong network around me, gotta make the most of the good times so they say.
Do you have any exclusive news for us?
I've recently ticked off a bucket list item of mine! A guest mix for a radio station I’ve seen some wicked artists feature on. It’s not signed, sealed and delivered yet so I don’t wanna say too much, but I first came across this station whilst in Ibiza years ago..
Name one thing you love about DJing and one thing you find a little awkward!?
Probably sounds cliché, but it’s got to be when a big beat drops.. we’ve had some insane moments at our YAYA parties over the years, and it’s those moments that stick with me and have set the bar. I once had a girl that kept leaning over the decks (to ask for Beyoncé), I repeatedly warned her about the candles.. she didn’t listen.. then her hair was set on fire. That was very awkward.
Rave etiquette is important to us. What would you LOVE to see banned from the rave?
I love that some events have banned the use of phones... I can remember a time when nobody had their phones out, social media wasn’t a thing, everyone was fully involved. It is part of modern culture and everyone wants to capture the moment, but I think we pay for it with lesser intimacy on the dance floor. I’m not saying that parties aren’t as good now, some of the best events I’ve been to have been in recent years.
We like to know what other music interests you. As much as we all love to rave out to some serious underground house frequencies, what do you listen to in the car?
This is where we lay it all out then. In the car I very rarely listen to house music or anything similar, it’s kinda my break from it. although I do run the ‘car test’ on some of my tracks. I kinda go through stages of radio vs Spotify.. you never know where you might find some inspiration so I keep my options open.
My Spotify playlist is all over the place, to be honest. KC & The Sunshine Band, Jurassic 5, Gorillaz, Queen, Lupe Fiasco, Fatboy Slim, Jamiroquai.. the random list goes on. I’ve always loved all sorts of music, but I know where my heart is.
The YAYA records boss will be performing at STiR on February 12th
PRiiMO STiR Guest Mix - https://soundcloud.com/stirlndn/stircast-003-priimo
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