secretsundaze celebrate 10 years with a 2011 world tour

Words by: Clare Scott
Posted: 13/12/10 13:03

Secretsundaze celebrate ten years with a 2011 world tourWhat do you get when you cross slick house music with a constant stream of hush-hush locations, and that old fellow, the iconic acid-yellow smiley face? secretsundaze of course-a brand that, over soon-to-be ten years, has become as iconic as that very same grinning emblem of the 90s. And as the once school friends James Priestley and Giles Smith - personally responsible for blossoming the brand - get set to blow out the candles on a decade of parties both in London and further a field, they'll celebrate by taking secretsundaze on a worldwide tour so that everyone can get a piece of their beloved brand and get a taste of what's yet to come. Together, Smith and Priestley have locked and loaded their target on taking the event that has "changed the face of daytime clubbing" (Time Out), to wilder and even more wondrous new heights, and you're going to want to be part of it.

What a journey it's been so far for Smith and Priestley too-from the humble beginnings of throwing low key parties often with no guest DJs and at London's 93 Feet East, the duo have grown completely organically to become the ringleaders of enormous global daytime sessions, at times drawing crowds of over 3000 people. On top of that, their production CV now also encompasses two critically acclaimed compilation CDs. Not one of these achievements would have happened if it were not for both Smith and Priestley's passion for music and their firm belief that you should always follow the heart.

The boys have a lot to thank for staying true to themselves too as 2010 has already been a landmark year for them. secretsundaze has hopped over to Berlin's famous Panorama Bar and Ibiza to name a few, we've also seen the launch of The Secret Agency to look after not only secretsundaze, but also as a place for Smith and Priestley's signed artists to call home. "Honestly, the moment we announced that we were starting an agency a number of artists that were already with established agencies came forward and wanted to be part of what we were doing so that's also very humbling. It's been a great first year of the agency", says Priestley. The Secret Agency currently looks after 16 artists worldwide including Wbeeza, Chez Damier, Patrice Scott, Adam Marshall and Sven Weisemann, with plenty more artists in the pipeline.

For 2011, fans both old and new can expect a plethora of forward-thinking treats from Secretsundaze including the world tour (with stop-offs in South America, Europe, Australia, Asia and many more), plus a re-launch of the Secretsundaze label, with the new addition of a sub-label entitled 'Classics'. Devised to do exactly as it says on the tin, this new imprint will be completely devoted to showcasing the heritage of the Secretsundaze brand. Watch this space!

Luckily for you though, there's no waiting until 2011 for the celebrations to begin. In the true fashion of 'start as you mean to go on' you'll be able to enjoy the one-and-only Secretsundaze New Year's Eve party with the phenomenal Space Dimension Controller, who'll be joined by Chez Damier, John Daly plus Smith and Priestley-something I certainly regret not staying in the country for.

If you're in London town on 31st December, do yourself a favour and get down there as this is likely to be, for both secretsundaze and all in attendance, a new beginning of very, very good things.

Secretsundaze New Year's Eve
www.myspace.com/secretsundaze | www.facebook.com


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