Effy
Effy, a 20-something producer and DJ, has established herself as one of the UK's most intriguing young electronic producers and DJs. Her driving, warehouse prepped sounds have found great popularity, having opened for boogie-music royalty like Helena Hauff, Scuba, Honey Dijon, and Peggy Gou.
Following her 2020 female pleasure celebration "Bodied" and Summer 2021 song "Raging," the first single - blazing acid-driven techno cut named "Not Yours" - debuted earlier this month and has received massive rave recognition. Single 2 "Run It Up" featuring Mall Grab will be released May 19th, along with the EP, reinforcing a sonic change and preference for grittier club tracks.
Effy is one of the most exciting producers on the rise, hailing from the North West of England and reared in a little village near Blackpool by her mother. She is now living in London and living the DJ life. She grew up listening to the likes of The Prodigy, The Chemical Brothers, and Pendulum, whetting her auditory appetite with some of electronic music's greats. As a kid, she learned to DJ on her boyfriend's turntables, where a childhood love of songwriting evolved into chopping up samples and looping portions of tracks until she moved on to Logic to create.
Some of her most memorable events include being selected as one of Pete Tong's Future Stars of 2021 and maintaining a residency at The Warehouse Project.
She is eager to utilise her platform in dance music to highlight female musicians, and this year she will launch Not Yours, a club night and community-focused celebration named after the reality that women do not belong to anybody.
Coeval Magazine sits down with the intriguing young electronic artist Effy to discuss her sound, achievements and everything she has in store for us this year.
Tell me about the journey you have gone through, I read you started to DJ as a teen, take us through the progression to now?
Looking back, when I Dj’d as a teen, it was an opportunity for me to venture into production more than anything. DJing in my room or at house parties allowed me to loop parts of tunes with others and make completely new music. It was that part I liked the most. It took me a while to find my sound but now as a DJ I just like to dip into genres that have always inspired me like grime, UK rap or dubstep (as well as techno of course). People don’t necessarily expect it in a predominantly techno and breaks set, so I enjoy challenging and surprising a crowd, as well as having fun.
Is the UK music scene what you imagined?
I think every music scene is different. But in answer to the question, absolutely. The UK is a melting pot of different cultures which is why I love it so much. This means there’s a mixture of different genres coming together to create some incredible music. It inspires me every day and I love having the opportunity to play a lot of UK music in other countries. For me, the UK music scene is one of the most innovative.
Are there any artists who you aspire to, look up to?
Absolutely. I think in terms of sound it would be a lot of underground rave artists like Prodigy. Dubstep has also influenced me a lot, so Skream is a massive inspiration to me and has become sort of an industry brother to me. Music aside, I also look up to artists who are staying true to themselves and not letting trends change what they stand for or what they make. They’re being their authentic selves and I love that. People like Object Blue, Jaguar, Nia Archives in particular.
Where do you usually pull your inspiration from?
My friends. The women around me. I can only make music when I’m feeling confident and empowered and they’re a massive factor in this; they inspire me every day. This industry can be hard and to show up, be confident in your music, go on stage and have an identity, you need that confidence.
What about electronic music excites you? And why?
There are no rules or boundaries. Electronic music really humbles me because to me it’s genre-less. You can do what you want with it and never get bored. There's a cross-pollination of cultures within the electronic music scene which means it never gets boring. Another thing is that anyone can listen to or enjoy it so there's an element of bringing everyone together when sharing it, there’s no pretentiousness or rules; I see 60-70-year-olds in the club sometimes.
You are climbing the scene at the moment, being a MixMag one to watch, how does it make you feel knowing people love listening to your music?
I don’t tend to think too much about that as it can feel overwhelming and then I’ll put too much pressure on myself in the studio and not be able to make anything! But when I get really sweet messages saying someone loved a certain tune it makes my day. I just feel really privileged that I’m able to make music that people listen to.
Your upcoming 4 track EP called NOT WHAT IT SEEMS is set for release on June 10th, can you give us a hint of what to expect?
It’s my debut EP so I just wanted to put together a project that resembles my sound and what I’m about. I think right now I’m still building myself as an artist and the next few projects from me will just be me showing people what I’m about and the sounds that inspire me.
How do you want people to feel when listening to your high-anticipated EP?
I would love for people to feel hyped. I’d love it if people heard it and then wanted to go to a rave or go to the gym or do something that gasses them up and makes them feel good.
Which out of the 4 tracks is your favourite & why?
Run it is my favourite. Just because it has a lot of influences in there. It’s a breakbeat Prodigy Esque tune and I feel it’s something new and different.
We read that you want to use your space in dance music to celebrate women artists, and this year you will launch a club night and community focused party - can you talk us through this and let us into any exclusive info?
I have always loved to encourage and celebrate women on and off the stage. We need more of it. The party’s name “Not Yours” draws from women not belonging to any person, stereotype or society; which is my connection to it. However the term “Not Yours” is inclusive and can apply to anyone; men, women, non-binary. It’s more to feel liberated and empowered in yourself as an individual than anything. The party will be for everyone and anyone just to hype each other up and I plan to have some unannounced artist friends each night.
interview IZABEL ROSE
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