Take Time to Hone Your Craft: An Interview with Ghost Phone
What is Ghost Phone all about?
That's an interesting question, I think Ghost Phone means different things to different people. Fundamentally I started it to join the dots between all the music I love, to merge US Rap and RnB sounds with UK Bass music. To push the limits of what RnB is and what it can be. It's very much an extension of my personality and my tastes. A personal project.
Ghost Phone has a really unique aesthetic.
What influenced you when you were putting together the concept for Ghost Phone?
There were lots of things that influenced the Ghost Phone aesthetic, some more overt than others. I'm certainly not the first to do it but I like that serious ‘music meets fun’ artwork vibe, the classic ‘Tom n Jerry’ records being a great example. I've always enjoyed pop art, so was fascinated by the idea of taking iconic imagery and making it your own.
On a deeper level I think the Ghost came about through a desire to not make everything about me. In recent years, everything is very much based on what you like look like and how you market yourself, and not so much the music. I get that it's kinda of necessary in the modern age but I didn't want to indulge that too much, so created a character instead. No shade to anyone that does do it that way, it's just not really for me.
You’ve had a strong influence on the Bristol & London underground electronic scene, while keeping a pretty low profile.
What is it about anonymity that creates so much hype in the UK underground scene?
I'm not sure I've had much in the way of influence to be honest - but I'm flattered you think so!
I don't hide the fact it's me… I just like to keep the information minimal if I can. People see an artist name or a tracklist and use this to decide whether they are going to listen or not, I hoped that doing it this way might encourage people to listen first and then decide.
I feel like anonymity can go either way, it can create real intrigue and mystique around what you do… or you can disappear in to obscurity. It's the risk you take when you do it that way.
Has it been difficult to promote the label without using social media? And what advice can you give people who don’t love promoting themselves digitally?
I do use social media but maybe not as intensely as others, I don't feel that pressure to ‘beat the algorithm’ and I'm not really a fan of content for contents sake. If I have a month without a show or a mix etc then I simply do not post anything and I'm fine with that. I like content that reveals something about the person doing it, that could be them talking about records they love, an insight in to their creative process, even them being funny (I love Luke Una's videos for this).
My advice to anyone who doesn't love promoting themselves online is to do what feels right and natural to you, there's no right or wrong way. just personal choice. Also, if you're a little camera shy (like me) you don't have to promote yourself necessarily, you can promote your art instead. You can post graphics, music videos, even sharing other peoples work can give people an insight in to you as an artist. Everyone wants to go from A-Z super quickly but it's not a race, I think it's important to take the time to hone your craft; build and connect with fans who genuinely rate what you do.
You’ve kept all of your releases solely on Bandcamp, with physical releases on limited-run vinyl.
What’s some advice for those who want to keep releases physical and stay away from digital streaming?
I do it that way for a few reasons. I've spent most of my life buying vinyl in record shops, so it's very much where I come from and what I know best. Its taken me a while to get my head around streaming and the benefits of it, if I'm being honest but it's something I'm starting to slowly delve in to.
My advice for anyone focussing physical products is that it's tough right now and to be prepared to not make a huge amount of cash. What you do get though, is a tangible item that you can keep forever. So it's swings and roundabouts.
What are 5 records that are essential to your collection?
1: Teedra Moses - Complex Simplicity
I love this album so much I named my pet tortoise after her. Every track bangs, it's perfection.
2: Snoop Doggy Dogg - Doggystyle
My dad used to play this in the car when I was young, it was my introduction to rap music. It also ignited my passion for p-funk, 80s groove and electro funk.
3: The Dream - Love Vs Money
Space-age RnB that still sounds fresh.
4: Nosaj Thing - Drift
I was a huge fan of the whole LA beats scene and Nosaj was up there with the best of them. Deep, melancholic business.
5: Yazoo - Upstairs at Eric's
Alison Moyets vocals sound so powerful and soulful on this album, truly sublime.
You create eclectic compilations of different genres, focusing on underground artists. How do you discover the music you want to release?
The music comes to me in different ways, some people send me stuff and sometimes I reach out to people. If I like thier work I won't necessarily go straight in asking for tracks but I will open up a dialogue, send them some music, tell them how much I love what they do and try and build some kind of relationship. If that develops in to a working relationship, then happy days! But if not, you've still made the connection with an artist you like and respect - which is still very much a win.
You’re working on your first solo release alongside Wilfy D … What inspired your new project?
Wilfy D is hands down one of the best producers operating in the UK right now, what he does transcends mere club tracks. He's writing actual songs. We have a new release coming very soon alongside a super talented up-and-coming London MC. We wanted to make a modern, vocal-led UK funky anthem that bangs in the club, but could also do bits on daytime radio. More to come on that very soon.
What’s the most challenging thing you’ve had to overcome as an artist?
The most challenging thing I've had to overcome as an artist is myself.
Like a lot of people, I can be my own worst critic and put a lot of pressure on myself. If I didn't have a gig for a month, it would be the end of the world and I felt as though I was failing. I went in to this year determined to approach it differently and shake myself out of that mindset… I thought really hard about why I do this, what what I wanted to achieve and how I measure my own success. I decided to not focus on the industry stuff so much and just create art that I'm happy with, learn new skills and progressing. I feel like as long as things are moving forward and I’m feeling creative and happy, then I've succeeded.
What’s one goal you want to achieve with Ghost Phone?
My primary goal with this project was to create something that is very me and kind of exist in my own lil’ lane and I feel like I've done that. However, I always want to grow and evolve, in the future I’d love to release full albums from artists with vocalists, full artwork etc.
And what is next for Ghost Phone in 2024?
Tell the people what you’ve got going on!
Ive spent most of this year getting my head in to production more. A massive shout out to my homies Wilfy and DJ Poleaxe, they have both taught me so much. I feel blessed to have such talented friends.
I've got my first beat tape dropping in the next few weeks, a couple of remixes, more releases, more shows and radio spots. I'm always putting in work and doing stuff because after all these years I still love it, It doesn't really feel like work. I'm gonna be doing this until I'm literally not able to anymore, I'm a lifer in this game.
