Shakespeare claimed that whether a rose was called ‘a rose’ or by some other name, it would still smell just as sweet!
Conversely, in club promotion, the name of your brand is everything. After 21 years in the moving-target club world, Trade (the genius brainchild of mastermind Lawrence Malice), with its double-edged, colloquial innuendo, might just be living proof! Trade returns on 29th October and turns 21 for it’s annual ‘turn-the-clocks-back’ event at new venue Pulse.
At its heart, Trade always had a forward thinking music policy and regular as clockwork DJ line-up rocking and ruling. The 21st party will be no exception with a stellar line-up to prime the sounds. The list includes: Sharp Boys, Steve Thomas, Pete Wardman, Pagano, Nick Tcherniak, Gonzalo, Fat Tony, Daz Saund, Andy Farley and many more.
Berlin’s grande dame of electronic music, Monika Kruse – DJ, record label boss and political activist – has also been imported to join the team. Even the club’s long-time flyer artist Trademark is back on board to handle the artwork!
“Trade is definitely like no other, about keeping the energy on the floor without necessarily resorting to the big tunes of the moment,” DJ Nick Tcherniak tells me. “I have tracks that I only ever play at Trade! I try and incorporate the best new tracks with acappellas and sounds that the Trade faithful heard years back, so they are dancing to a classic but it’s a new groove, fresh for today.”
I turn to Monika Kruse and ask what influence she will import: “I like groovy, percussive tracks with a good bass. I guess this comes from my love for Black and Latin American music.”
I asked Nick what he thinks is behind the long life of Trade: “The name is without doubt genius, but I think it’s the club’s ability to evolve with the times and above all it’s about the best cutting-edge music.”
Is there anything Nick misses about the parties at Turnmills, Trade’s ‘spiritual home’ for over eighteen years before the venue closed in 2008? “It was a time when the scene and afterhours clubbing culture was new to everyone and we were all experiencing something very special for the first time. I am so thankful I was there to experience it!”
Where Nick has been part of the team for some years, Monika Kruse is a new name to join the legendary London club: “I am looking forward to it and I hope it will be mad and sexy!” she says, and tells us she will be playing a set of “Funky, groovy, sexy music!”
She certainly has the credentials to join the Trade stable as a regular at world-renowned clubs Berghain/Panorama Bar and Watergate in Berlin: “These clubs have a special vibe, it is hard to describe it.”
Monika has been quoted as saying ‘Music just makes me happy’ so I ask is that enough to succeed in today’s club scene where almost anyone can be a DJ? She expands: “Do you really think quotes can make you successful? Actually in my opinion Frank Zappa is right: ‘writing about music is like dancing to architecture’. Just try to describe the taste of a strawberry to someone who never ate one.”
Being a latecomer to the original DJ line-up, did Nick find it easy to fit into the Trade family? “Yes! The reason I got into DJing was because of Trade and the Trade sound! I can’t wait to play at Pulse. My adrenalin will be on mark 10 for sure! It’s a big night and all of us want to deliver.”
How does he view the new music policy at Trade and where he fits in? “The sound of the new Trade is definitely Berlin meets London, a journey from house and techno to pumping big room progressive. My set fits in the middle of the night well, taking the crowd on a steady onwards and upwards journey.”
Nick will be playing with Trade talent Smokin Jo again – it was Jo in the first place that got him hooked on DJing back in 2000 while they were out in Ibiza. He remembers: “She totally got me addicted to it and I haven’t looked back since; a pretty good tutor you might say!”
With Trade’s epic history to live up to, there will be some serious business going down this weekend at Pulse – miss it at your peril!
• Trade’s 21st Birthday is at Pulse (1 Invicta Plaza, South Bank, SE1 9UF) on Saturday 29th October, 10pm-super late. See Musts & Maybes, pages 52-60, for further details and door taxes.
• Followed by Beyond & Trade Present: ULTIMATE afterhours at Fire, South Lambeth Road, Vauxhall, SW8 1RT. 6am (Sunday morning) –superlate.
