Grum - Hot New Electro House Music Video_2411

Grum - Hot New Electro House Music Video
Grum is one of the hottest new electrohouse producers to hit the scene in 2010 and the electrohouse music video on youtube for his new song "Can't Shake That Feeling" is sexy, edgy and hilarious.So If you're looking for the best electrohouse video 2010 check out "Can't Shake This Feeling". And here's some information written recently on Electrohouse sensation Grum. Graeme Shepherd is too busy and too young to think about his current career direction. But then there are times, times when he is perhaps caught unaware. Times that capture the enthusiasm that is surrounding the music he is producing. Times when even new Electrohouse artist and producer Grum (named as he was reknowned as something of a "grumpy" bastard at university) pauses, takes a look, allowing himself a silent, personal 'wow!'. "I was in Ibiza, last year, just out there on vacation as a fan, and Aeroplane played one of my remixes at a club called Space. That was strange. Seeing electrohouse fans enjoying my dance music in a club like Space is amazing, but it also makes me feel quite awkward. Am I supposed to get into this? Should I go off to the bar and get a drink? Ultimately, I think I'd like to melt and become totally invisible for a few moments." The 24 yo Scotsman's natural instinct is to defer such support with a droll self deprecating sentiment. Within the last year, he's had a chance to have plenty of opportunity to do so. Popjustice's endorsement of the grum electro music single, 'Heartbeats', for example, was almost humiliating over the top to the point of being evangelical. "This," declared the electro pop music hub, "is the greatest electrohouse song of the this Century. If anyone tries to tell you otherwise they must be an fool." "I think it was somewhat tongue in cheek," suggests electrohouse producer Grum, who, at one point in 2009, music website Hype Machine ranked as the 2nd most blogged about music artist on the planet, after Radiohead – and the most blogged about electrohouse music artist - "The Web is funny because I don't tend to think of it as actually real,[link widoczny dla zalogowanych]," he says. "basically you're just on a list there, and fans are checking your music out." What is real though, is Grum's talent on the electrohouse music scene and his new electrohouse music video. Not like so much of what we tend now to generically call 'electro' or 'electrohouse', his first three electrohouse singles were differentiated by being musically rich and contagiously energetic. Grum's music debut single, 'Runaway', is less a dance track than a stallion - comparable to a galloping neo-Italo Italian house classic. Another of his electro tracks 'Sound Reaction', meanwhile, paid amazing respect to house producer Ed Bangers aural aesthetic. Then was to come the electrohouse single 'Heartbeats', the dance track that sent Grum beyond the pages of DJ magazines such as Mixmag, including a a devastatingly sustained build up and tease – the delicious foreplay before a delayed orgasm with somehow conflated 8-bit bleeps; airbrushed, clean French filter house; and of course, big room triggers reminiscent of the Swedish House Mafia, into what sounded like a ready made top chart hit. It's brash, big and joyously free – it's completely irresistible. But improbably the electrohouse banger 'Heartbeats' is likely only 6th best track on Grum's album, also called 'Heartbeats'. The Grum technique consisting of devastating electropop hooks pinned down by steel electronic music and perspex – journeys through exhilarating changes and alternative styles. The single 'Cybernetic', for example, would sound completely at home on an underground electro disco label, such as Viewlexx. While a track such as 'Turn It Up', featuring Canadian musicians Electric Youth, is a huge electropop hit which Richard X never got round to writing for a group such as Girls Aloud. 13 yo girls? They will love it. 30 yo hipsters? Yes – they will love it, too. Grum will soon be everywhere. But let's look at a little of the history, between 2010 electrohouse music producer and artist Grum – the name behind the electrohouse music video smasher "Can't Shake This Feeling" Grum grew up in Linlithgow, which is near Edinburgh, on a steady musical diet of classic rock and synth-pop. His father enjoyed REO Speedwagon and typical Top Gear driving tackle, as did many of his friends, who would drag him to "crappy", alcohol-fuelled heavy metal nights around his town. Personally, however, the young Grum was developing an interest in the electronic music and dance arts. "When I was young, I recorded Human League's 'Don't You Want Me', on my little cheap hi-fi system, and I remember listening to it on repeat, for hours and hours." He rates 'Dare' and Daft Punk's 'Discovery' as his favourite albums of all time, and laughs: "And that made me the man I am today." By his teenage years, Grum was armed with the music producer software Fruityloops and an enjoyment of dance music producers and DJ's such as Ferry Corsten. Grum was busy putting together rudimentary dance music tracks in his bedroom. But at this stage, he was also soaking up more underground club and dance music – mainly French Touch – similar to DJ Falcon and Thomas Bangalter – He was fascinated with how certain dance and electronic music tracks were constructed. "Basically," he says frankly, "I'm much more of a music geek than a clubber." That said, moving to Leeds, he took in a wide swathe of the city's nightlife, radically broadening Grum's clubbing experience. from taste-making eclectic night, Wax:On, to drum 'n' bass club, Valve. He also loved electroclash. He describes Fischerspooner as "hugely underrated" and fondly recalls hearing Erol Alkan DJ at Wire. Elsewhere, he was lapping up Rex The Dog's iridescent analogue epics,[link widoczny dla zalogowanych], and Stuart Price's roaring remix work as Thin White Duke. That electroclash link is interesting, as arguably, Grum is now doing what that scene never quite managed to. The electroclash set wanted to be pop stars, but were they too arch, too knowing, too self-consciously arty – too old! – to produce genuine pop music. GRUM doesn't have that baggage. "I'm totally proud of being pop. I have fun with the structure and sounds within that pop framework, but I never worry about whether I'm being sufficiently 'cool' or underground." Grum has a melodic knack that so many dance producers lack: "Melody is a very powerful and conscious part of my sound. I see other people struggle with it, but I've always found working with chords and harmonies quite easy. It comes naturally to me. I can't read music, but I can use my ears." Trapped in Kidderminster Grum started writing his electro house sound seriously, laying the foundations for what would become the album 'Heartbeats', soaking up 80's production heroes like Trevor Horn – "that whole using the studio as a tool thing . . . I've got some studio gear, but I never use it. I don't even play around with plug-ins that much. If you've got a good song, you don't need to." 2 years ago, when Grum started sending tracks out to suitable electro music blogs like Discodust, the reaction was immediate. His tracks went viral, the blogs were buzzing, then Kevin McKay (Glasgow Underground/ Mylo's Breastfed label) quickly set up a boutique label for Grum after tracking him down, which became Heartbeats. Since then, radio DJs as diverse as Annie Nightingale and Jaymo & Andy George have jumped on Grum, and a host of tuned-in acts such as Friendly Fires and Passion Pit and Late of the Pier have employed his remixing services. As a DJ, Grum has played everywhere from Bestival to Barcelona's Razzmatazz. It is the full "Heartbeats" album, though, which will cement Grum's positon on the electrohouse music scene, but as usual, Grum's plays it down. "My girl putts it on around the house, so I get a bit sick of it," he mentions. Though with some prodding, he'll concede to picking the drama and lushness of 'LA Lights' – teaming up with vocalist Feathers, create a much sexier Hurts – and the finisher 'Someday We'll Be Together', a cosmic 'moment', parts ELO, Fleetwood Mac and Ladytron. The 4th single 'Can't Shake This Feeling', meanwhile, is a stunner, like some lost, early 80's Shannon or Gwen Guthrie New York club classic, launched into the 21st century. Were it all over Radio 1, it would be an uncomparble addition to the mood of the nation. Which, at the end of the day is GRUM's aim."If the tracks can compete like that, on a pop chart level, that's definitely cool,[link widoczny dla zalogowanych]," says Grum who – from his base in Leeds – is currently fine-tuning the details of his "elaborate" live concert and gig show, and finalising his onstage costumes featuring daft animal print T's plus ridiculous rave style anoraks. "I'm not trying to be cool," he says, "Ultimately, it's about doing something earnest, and having a good time. If there is any message or idea behind my music, it's that: pure hedonism. That's what we really need. Less worrying, more hedonism" Certainly, there is no better solution to the nervous antipathy and depression of a modern world - Meet Grum: the man to make you forget who you are with his signature upeat electrohouse music and electro house music videos in 2010.
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