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Industry Insight: Urban Nerds

Reported by Sam TID on August 16, 2012

If you don't already know about Urban Nerds, then where have you been for the past 5 years? This crew are the creators of London's biggest bass brand and if you have ever been to one of their infamous events then you'll know that these guys put together the heaviest multi genre raves around.

We caught up with the Urban Nerds crew to get an insight on their success ahead of their unbelievable Carnival Special that is being held at Scala next Saturday the 25th of August. Here's what they had to say.....

Firstly thank you for taking the time out to speak with us. Could you tell the readers a little bit about Urban Nerds, how it was formed, who’s involved and what it represents?

Urban Nerds was established in 2007 when we held our first event at a club called 93 Feet East on London’s infamous Brick Lane. It was originally formed out of a love for a different number of genres of music and wanting to see that music combined in one night, under one roof. The three main promoters, James Rompani aka Rompa, Mark Hodson and James Benenson all came from different musical backgrounds so back then in 2007 is was rare to have grime, garage, hip-hop, drum and bass and dubstep all on one bill together.  In its essence Urban Nerds represents the best DJs and producers spanning many underground genres in the best nightclubs and warehouses across London and further a field.

Urban Nerds is one of the coolest & biggest bass brands in the world. How important do you think it is to get your branding right and what tips have you got for those building their owe brand, whether it be for events or for a record label?

Essentially we’ve built everything from the ground up, which has allowed us to have creative control over every aspect of the events we put on. In terms of our logo that was created by our designer Anthony Black who deserves some props for everything he has done, having such a striking and easily recognisable logo has gone a long way to Urban Nerds cementing itself in the world of music we promote. I think that we take pride in attention to detail every time we put on an event we learn a new lesson and it’s about building on these lessons and expanding and elevating the brand with the knowledge we have gained along the way. Also at the same time we couldn’t have done it by ourselves, there have been many people along the way who have opened doors and offered advice that has helped us immensely. 

At the same time the way in which promotions is being done changes frequently, I think now more than ever social networking plays an ever increasing role and its about using the tools available to you in the best possible way whilst at the same time striving to always put that extra effort in.

Urban Nerds represents a variety of genres including dubstep, grime, house, dnb, hip hop, reggae and more. It’s fair to say that Urban Nerds was one of the first brands to bring back multi genre events to the London rave scene. Today multi genre events are very popular, why do you think this is and how important do you think variety is?

I think that when we first put on Urban Nerds part of the dynamics of the atmosphere came down to the cliental. When you put so many different tribes together you really notice how it effects a crowd and how people react to music, now as the boundaries between the tribes become ever increasingly blurred it has taken a lot of the original spark out of what we used to do. Now it’s about finding the newest venues, producers and sound systems to ensure our events always deliver a surprise to keep the ravers happy and wanting more.

Urban Nerds has been going strong since 2007, how do you think the scene has developed and what have done to adjust and stay current over the years?

We have to adjust with the music and keep our line-ups fresh. Music genres and tempos change quicker than the wind these days ever diluting the tribes that follow particular types of music.

You’re hosting a carnival special at Scala on Saturday the 25th of August. With a line up that includes, Breakage, Mala, Coki, Jackmaster, Kode9 True Tiger and more. We’re extremely hyped for this one. What can we expect?  

Carnival is always one of the best weekends in the calendar, we’ve pulled out all the stops for this line-up to ensure we come correct with providing the best in a broad spectrum of the best DJs and producers across three rooms

Carnival weekend is mental in London and there are going to be parties all over the city. Can you give the readers 3 reasons why they should hit up the Urban Nerds Carnival Special? 

1) Have you seen the lineup?

2) Unrivaled atmosphere 

3) Big Bad BASS

We all know that carnival gets pretty messy with its incredible party vibes. How will the Urban Nerds crew be seeing out the carnival?

Well we’ll be in strict working mode on the night of our party we might have time for a rum punch or two towards the end of the night but the priority will be to make sure all the paying cliental have a decent time, on the Sunday and Monday you’ll catch us either at the Red Bull party or at the Rompa’s Reggae Shack and This Is Underground party at The Garden next to Latimer road.

Urban Nerds is currently at the forefront on the rave scene with appearances at Outlook 2012 and Bugged Out Weekender 2013 among others. You also have a growing clothing label to, what else have you got planned for the future?

We’ve got a lot of plans in the pipeline but you’ll just have to check the web site to keep up to date with everything Urban Nerds.

A big thank you to the guys for taking the time out to speak with us. Check out the Urban Nerds latest track recommendations below. The next Urban Nerds party is on Saturday the 25th of August. For more information and to buy tickets click here!

The Urban Nerds Track Recommendations

A tune perfect for the carnival vibes, Breakage adding his magic touch to an already big tune. Nice vocals and big bass and rat-a-tat drums, just how we like it!

A much deeper translation of what Coki is normally associated with, again this has been chosen for the Carnival crew, looking forward to seeing what Coki has in the bag.

Everyones favourite bashment and carnival DJs, The Heatwave come correct here with War Dance featuring the vocals of Serocee. Hopefully this will get dropped on the 25th.

This track is to much cant stop playing it in the office always makes me feel like winding with a can of red stripe in my hand!

Do I need a reason, pure classic. 

Artist:
Label: 50 Weapons
Genre: Dubstep
Release Date: 2011-07-29
MP3 320kbs$ 1.64
WAV$ 1.94

DJs Supporting: 1

Massive tune loving it, chilled but got a nice kick!

Two producers who are doing a lot at the moment! This track showcases their dance/housey vibes that they are becoming renowned for.

Arguably the hottest producer in grime at current - this track has been laced by the likes so many people in the scene from the likes of his fellow brum boys Trilla and C4 right through to the godfather of Grime, Wiley.

Pure. Garage. Classic. 

Artist:
Label: Ministry of Sound UK
Genre: House / Electro
Release Date: 2012-06-03
MP3 320kbs$ 1.64
WAV$ 1.94

The work rate from Wiley has yet again been right up there. An album at the start of the year, a free grime mix tape for anyone saying he's turning his back on the genre, a cover of Julio Bashmore's track 'Battle for the middle you' for the house heads and a #1 to top it all off. This is one for all Wiley fans.

Keep up to date with Urban Nerds on the following portals;

http://www.urban-nerds.com/

http://www.facebook.com/urbannerdslondon