Prod is the latest and newest signing to up and coming IDM label Pollinate Recordings. In London to promote his debut album The Artwork Formerly known as Prince, Prod is playing Corsica Studios alongside dubstep luminaries Bass Clef and broke-corer Semi-Squared for the first in a series of gigs across the capital. Bringing with him a fresh and original take on the live dance music/garage/techno/Ableton scenes, Prod is slowly gathering momentum, confidence and fans. We got to him before anybody else did to ask the questions that really matter, and remember kiddies, you saw it here first...

DP: Oh hai Prod!

P: Hello.

DP: So this is your first long-player then…

P: Well, I’ve had a few bits out on a couple of small labels, nothing big though. This is my first full album yeah.

DP: Nervous much? There must be a lot riding on this.

P: Yeah, it can be pretty nerve-wracking, the enormity of the thing. I’m hoping it’s going to do well - well enough for another one to come out anyway. I’m happy with the music and the way everything sounds so that’s what’s important as well.

DP: Selling records/CDs is pretty difficult at the moment, especially within the dance music scene. It’s like your target demographics are exactly the sort of techno-savvy kids that spend their entire lives downloading everything.

P: Well the industry is getting more and more fragmented but I think that’s a problem that affects everyone to some extent. There is still touring and doing gigs like this. Releasing an album isn’t strictly about selling X units anymore. People have access to so much these days, making an impression is much harder.

DP: Your sound is pretty minimalist-garagey but sort of IDM at the same time.

P: I was sort of into the garage thing for a while, the music, not so much the scene. It’s not really the big thing where I come from so all we had access to was the music. I liked some of what I heard, not all of it. I just wanted to put my own slant on it.

DP: What do you use when you go live?

P: Laptop, running Ableton usually. It does everything I need it to and I’m used to the interface and the way everything works which is important when you’re doing a live show with a computer.

DP: You’re a classically trained saxophonist. How did you get out of the band stand and into the computer side of things?

P: I did clarinet and sax lessons for years. I did go on to be in several bands but I guess my inner control freak took over! I started getting into samplers and hardcore back then and graduated to where I am now I guess. It’s good to have a band with you but it’s also good to be able to do what you want to artistically.

DP: What sort of influences do you have musically? There aren’t really many artists you sound like or any particular scenes to pigeon hole you into.

P: I have a lot of musical heroes from all across the board. Frank Zappa…

DP: Of course.

P: Yeah, Zappa, Steely Dan, Soft Madness, Burt Bacharach - classic style songwriting really. There are modern IDM producers I’m into but I wouldn’t really call them big influences on my sound.

DP: It’s the hope issue! What does Prod hope for in the dead of night?

P: Just for things to work out really, carry on living the dream. Making my music and not having to get up and go to a crappy job or something. The ultimate dream of most artists I suppose - to make a difference and get paid for your art and contribution to the cultural landscape.

76% EXTRA FREE! ALBUM REVIEW!

BY JAY SHERMAN

"Prod offers a refreshing take on the live dance music concept, recording, looping and layering his own original lyrics over live glitched-up beats. His is a genuinely different sound in the sea of mediocrity that is the current dance scene. With forward thinking artists like Prod and Timmy Exile bringing live dance into exciting new territories we need not fear the imminent dance revival. An album to look out for, as difficult to track down as it is enjoyable. Rob and Joe's Pollinate Recordings could be a label to watch in '08!"

Have a listen to Prod and check tourdates over at his myspace