Adam Shelton has been a big name on the techno circuit for over ten years and started his One Records label back in 2005 with fellow artist and DJ, Subb-An. Having a long association with Birmingham's Rainbow Venue, the Midlander moved to Berlin to pursue his passion and build his name, but recently moved back to his original home. This weekend, One Records sees in its 7th Birthday in the city and we caught up with Adam about the label's history, his time in Berlin and why Brum is always best...
Pulse: It's Below's 7th Birthday on the 3rd of June, what are your hopes for the bank holiday weekend? Adam Shelton: Yes, that time is here! Seven years of Below, I gotta say it's mad how quick time goes! My hopes for the bank holiday are very much the same as any party we do - for the crowd to have an amazing time and make it one to remember! Ok, as it's the birthday there is a hint you want them to remember it a little more as is it as milestone party, for all the djs to have a great set, and go away happy and then for the party to never end (something I always get my mind set in to normally about half way through the day when the vibes are up high).
If you could play one record to the Queen, what would it be? Ah, what a great question! I intend this with no cliche at all but the track I would play to the queen would be Queen 'One Vision'. This is one of my favourite ever songs and breeds ultimate positivity, energy and is a fucking belter of record. Obviously Queen are one of the best ever UK bands and I think she would buzz off me playing the air guitar in her face to this. If Pulse can hook me up -not with the Queen but with this situation - then I'm up for it! (on the case - Ed)
Having managed to run a successful night for seven years, what advice would you give to young budding promoters? Whenever I get asked this I always answer the same, to not be driven by money when doing parties, this takes the fun away, to look after the djs and make sure that everything is right equipment wise and to go with your gut instinct with bookings, not what you feel you should do or what other nights around you are doing. It's your party and do what you want.
One Records is your and Subb-an's label, what's the driving mentality behind the imprint? One Records is about putting out music we feel, we love and we believe in, not following hype or what's current at the moment. This is something that, to be honest, is hard in the industry so driven at the moment by certain sounds saturating the market. I can look back at every release and hold my head up and find it's a credible piece of music and I'm happy that we have done it. We have some great EPs coming out this year and it's an honour to have people like Dan Ghenacia, DJ W!ld, Clive Henry and Argy on board as they are real favourites of mine from over the years. Now One Records is forming a nice crew of artists that will feature regularly on the label and be put forth to promoters for One Records showcase nights, all of whom have their own cool things going on; Hector, Burnski, Jordan Peak, Anthea, Tristan da Cunha, Samu.l, Bloody Mary, Alex Arnout and Yakine will be some of those and more.
What do you think of Subb-an's success? I am very proud of Subb-an, he is very focused, driven and knows what he wants and how to get there and also knows how to party and have fun without that taking over him. I am very excited for him in the future and believe he will be amongst the biggest names in house music very soon, and for me knowing him since he was 18 and seeing that progression and supporting him from the off as I say makes me very proud and happy indeed.
One Records has a definite uniform artwork, what key ingredients did you want to have in the design to ensure its staying power? The logo of One Records was created originally with the view of seeing something trippy spinning round on the deck when you play the main track on the viny, inspired by other labels that have this mentality on their vinyl's artwork, then people really seemed to pick up on it. I like it as it's simple, solid and works with a million different colour ways and can be adapted on lots of different levels. This giving us staying power and brand awareness for the label.
You've played in a huge variety of venues; Panorama Bar, Glastonbury,Space Ibiza - do you have any particularly fond memories? Any milestones? Panorama bar was a turn around gig for me in the sense that it gave me the confidence to play any gig, I was so nervous before playing there due to the reputation of the club and the high level of bookings they make there; to play the club's 5th Birthday was an honour alongside Kevin Saunderson, Cassy and many many more. It was funny when I got the gig request as [I was] somebody totally unknown on the Berlin club scene. I asked the booker of the club at the time if Tristan da cunha could come and play with me please too - looking back they must have thought what the fuck is this dude on! But they went with it and it was tristans 30th birthday on that weekend, we brought a 50 strong crew from the UK, they all got in [laughs], and we rocked it. Great feeling and great experience.
After moving to DJ/Producer Mecca Berlin you've moved back to Birmingham, did Berlin just not compare?
For me Berlin is an amazing place that gives you everything as an artist, I love it there and it was a shame that I did not stay longer. For me I just have so much going on in the Uk with the rainbow venues, Below parties and other projects that it did not make sense in the end, I left a lot behind and have lost a few things due to moving to Berlin but have come back now and am fully focused on making music, the label, and all my other projects. Berlin remains a great city to go and play and hang out, and I can go there and hook up with Subb-an and we can do our thing, but Birmingham is my home for now and where I feel happy.
How would you describe the Birmingham 'scene' to those that have never been? Birmingham is on the up for sure, taking myself away from it to go to Berlinmade me realise that. There are new clubs and bars popping up, cool parties, and lots of new shops and restaurants, it's about time really as the second biggest city is finally stepping up to what it should have always been.
What's your exact relationship/role with The Rainbow venues? For someone whose never been, can you explain what the atmosphere is like? My role with the rainbow is simple; it's my home, it's my love, and ok no venue in the world can offer you the ultimate experience when you go thereday in day out but when you catch it on fire for me it is as good as anywhere. Any DJ that has played on one of those days with tell you that, the crowd can be very diverse depending on what's on, for below which is my main love and focus I really vibe of the way people travel from all over the country to come to the party and that buzzes people from Birmingham up to see new faces, and when I find people that have never been before I very much focus on them to see there reaction to what's going on and I get a lot of positive comments from new comers which is always great.
Below's 7th Birthday & Cocoon's Street Party happens this Sunday, June 3rd at The Rainbow complex in Birmingham. For full line ups and tickets, head here and to win tickets, check here.
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