The people's party
DON'T ASK SASHA what he thinks of the future of the dance music scene after the superstar DJ era. Because, as he'll tell you, there's been no crash or burn-out to the global party phenomenon that shaped and defined 1990s youth culture.
'I don't think it's over at all,' Sasha fires back over the telephone from Melbourne, one of the stops on an Australian tour to promote his new compilation CD, Involver. 'Maybe it's not what journalists want to write about now, but all the big DJs are still really big, and just as busy - if not busier - than five years ago.'
Talk about a journalistic faux pas. This is the guy who, according to the 'Hall of Fame' on the bbc.co.uk website was, for some time, the highest-paid DJ in the world. Even given the fact that super clubs such as London's Ministry of Sound and hotspots such as New York's Twilo are no longer around, and only DJ Magazine and Mixmag are still in circulation, electronica is still pumping a throbbing beat to millions.
The culture is more widespread now and has evolved into a healthy state, where parties are about quality, not quantity, Sasha says. Contrary to the industry's media declaration that 'superstar DJs' don't exist any more, Sasha and his peers are still being booked - and paid bundles - to play in different countries every weekend.
Over the years, when other spinners have come and gone, his moniker has retained its crowd-pulling power. With Britain, Europe, US, Australia and Asia tucked into his back pocket, gigs these days are about exploring fresh fields.
'Four years ago, I was playing to 1,000 people in Buenos Aires,' says the 35-year-old, who played his first gig in 1988. 'Now, about 15,000 turn up. South America is really hot right now.'
With most of the world conquered, the next country waiting to fall under his pulsating spell is China. Sasha will embark on his first mainland tour next week, with gigs in Guangzhou, Beijing and Shanghai, supported by Hong Kong-based DJs Ricky Stone and Blakjak. The expected hordes of Chinese partygoers won't know what's hit them. 'Everything about Sasha's tour is new for China,' says Andrew Bull, director of Shine Plus Communications in Shanghai and a seasoned Hong Kong event promoter.
'We are playing in unusual locations, have full concert-level production, a complex array of performance artists and supporting DJs.'
The organisers are making dance music history in a country that's known to have People's Liberation Army guards on hand for crowd control at parties. Aiming to provide a unique experience, dancers and artists of Ibiza's Foc-I-Fum collective will perform, and details such as visual design, exterior lighting and open bars have been afforded extra attention.
'We will offer table service, glassware and spotless toilets,' Bull says. 'We have even selected better-than-average-looking waiters. Sasha has been called in to kick off a new revolution in China. DJ Tiesto playing at the opening ceremony of this year's Olympic Games in Athens struck a chord in China, particularly with 2008 [Olympics] in mind,' Bull says.
Apart from hypnotising audiences with his fusion of trance, breakbeat, progressive and deep house, in four to 10-hour sets, Sasha gained notoriety as the first 'pin-up DJ' after gracing the cover of Mixmag in early 1991.
Having amassed more than 30,000 vinyl records, he's also set many industry milestones over the years, including releasing the first-ever British DJ mix album and hooking up with another dance music icon, John Digweed, to spin around the world as the duo known as Northern Exposure.
The Involver tour celebrates his first solo effort since 2002's Airdrawndagger. The new release - featuring remixed versions of tracks by Felix da Housecat, Ulrich Schnauss, UNKLE, Youngsters and others - has been wowing fans around the world.
When not in the studio, Sasha turns up to sold-out gigs with his vinyl collection in one hand and a laptop in the other. Judging by past interviews, he prefers to side-step categorisation of the type of music he spins. But technology has allowed him to surprise audiences with a mish-mash of sonic delights.
'When I play off my computer, I can change from genre to genre with ease, dropping in samples, classics and whatever I want,' he says. 'Before, it was difficult to do that with vinyl. And now, the idea of watching someone stand there and spin records is not as exciting.'
Sasha, born Alexander Coe in Bangor in northwest Wales, recently relocated to New York. 'I've always wanted to live there. There are personal reasons, too, and there's a lot going on for me there right now,' he says.
Being the world's most famous DJ, where does he see himself in five years? 'I have no idea,' he says. 'I can't see myself touring, but can't see myself stopping DJ-ing either. I have a lot of goals in my production work, and a lot of things to prove to myself.'
The Sasha Involver China Tour 2004: Nov 18, Oriental Resort, Guangzhou; Nov 19, Club Tango, Beijing; Nov 20, Science and Technology Museum, Shanghai; 480 yuan (standard entry), 1,080 yuan (VIP pass), HK Ticketing. Inquiries: 3128 8288
