Meet The Promoter - Animal Farm

Dance music has been evolving ever since its inception from house & disco in the 70’s. Brands, promoters, artists and labels have all come and gone in that time. Some have stuck it out riding the waves and the cyclical cycles of dance music. Others have disappeared faster than they appeared. Animal Farm the techno label and party brand based in Glasgow are celebrating 14 years in December. This is a testament to the quality of the techno they push via their label and the forward thinking nature of the talent they book for their in-house parties. We sat down with Darren Quail the label founder ahead of their birthday celebrations with Schlømo and Stephanie Skyes to discuss everything Animal Farm in more detail.

What is your role at Animal Farm?

I oversee everything Animal Farm related from event bookings to label A&R and everything in between

How did Animal Farm come about?

AF was originally was myself and 2 friends getting together and playing music for other friends.

What events, artists and labels inspire the Animal Farm events?

I try to take in inspiration from every aspect that Electronic music, especially Techno covers I guess. Artist/labels are far too many to name but I try to keep an open mind when it comes to inspiration as it can come from anywhere really.

What defines your parties?

I think the uncompromising nature of what AF does and stands for. It’s always been quite hedonistic and after 14 years it still retains that quality. We’ve tried to be one step ahead as well so I think keeping that at the forefront has defined the parties.

Glasgow has a thriving underground scene. A lot of DJs say it is some of the best clubbing the circuit has to offer. What makes it so special?

It’s totally down to the crowd. Of course the well publicised licensing laws here seem to make it sound restrictive but that has never put the Glaswegian punters off. It’s bred an afterparty culture and one that is wholly unique to Glasgow. People here are 100mph, 100% of the time and they throw themselves at every party like it’s their last. Venues like Sub Club where the DJ can practically touch the crowd have a lot to do with creating that energy & vibe that Glasgow is known for. Having 500 sweating clubbers nose to nose with you thumping the ceiling certainly makes for an intense environment.

What have you got planned for the brand in the future?

Just continue to stay at the forefront in Glasgow for what we do. It’s pretty competitive at times so it keeps you on your toes. The label is growing more and more each year so certainly pushing that into new territories is planned.

How do you see dance music changing in the next 20 years?

I’d like to say things for dance music look bright but in the UK especially things seem bleak for the culture. With Brexit and the uncertainty that brings plus the constant hounding of clubs by local authorities seeking to line their pockets from property development. Our culture has been growing with momentum for 30 odd years seems but is threatened for the sake of so called ‘progress’.

Recent situations in Glasgow alone where the city seems more keen on putting as many hotels into the city centre as possible, are enough to seriously worry the clubs here. Especially as Glasgow has been pushing its local Nightlife Economy as a growing entity yet almost counteracts the progress with questionable planning decisions. All that aside I think now is a time where we need to focus all efforts in pushing the various scenes we are in, breaking down barriers and joining forces to combat the threat to something we all hold dear. It is not just a passion. Maybe we’ll see the music altering to work alongside this discontent – music should be an outlet from all this political turmoil we face. Most of the best movements were born from it, so I suppose in one way we can hold a positive outlook.

If you could travel back in time to any dance floor in the world which one would you choose and why?

I’m not one for nostalgia to be honest! I’d rather keep forward facing but there are certainly events I’ve been to over the years I’d like to relive for sure. Things are getting a little hazy now!

What have been your three favourite releases?

Hard to choose! Stephanie Sykes’ Interference EP has been getting hammered for quite some time. Patrick Walker’s release from last year still does the business; Patrick’s knowledge and commitment to his music is second to none hence why I feel his tracks stand the test of time. A forthcoming one from Scottish producer Ancestor has also been a favourite of late. I play tracks from the label a lot so they all work for me.

There is contention about what is the best approach to releasing music. Some labels prefer the ‘many and often’ approach and others prefer ‘less is more’ where does Animal Farm sit on this?

I think the label, purely from a newcomer standpoint, sat on the later approach. But as it’s progressed I’ve certainly upped the game on the release front. I receive lots of demos, but obviously can’t release them all however the label has been putting out one month (exclusive to bandcamp for one week then everywhere else) for the last year and a half. I think that feels right for me in terms of getting each release ready, promo’ing etc and gives each enough time to breathe – in the digital world.

What are the biggest challenges you face as a Label and a brand?

As a mainly digital label, standing out form the absolute glut of releases that come out every week. I push the label as best I can and try to let the music do the talking. It’s hard but knowing we are contributing to Techno in one way or another is good for me. I hope people out there can find something from our label that appeals to them in the same way as it does to myself, the artists themselves and the team behind the label.