Take Time to Hone Your Craft: An Interview with Ghost Phone
“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. I went in to this year determined to approach it differently and shake myself out of that mind set, I thought really hard about why I do this, what what I wanted to achieve and how I measure my own success.”
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.
Who should we interview next?
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Don’t Ask, Just Give: An Interview with Amed One
‘There’s just a particular sound that comes with records, that warmth and crackle, it’s like a warm fire. Quite lovely.’
Why did you start making music?
I started making music really because I was bored. That’s not why I really started, but that’s what got me into it. I was going on a really long car drive and I was looking for apps to download to keep me entertained, I was going thru my dads purchased apps and I saw Beatmaker 2, sounded cool so I downloaded it. Definitely wasn’t an immediate click, I really didn’t use it that much until probably like 6 months later (as you probably know learning how to use a DAW is quite a pain). Once I had a lil understanding of it, it became a lot more fun to use, I was just doing it for fun and also because it’d be funny to have my friends rap over them - none of them were rappers but we’d make a few songs to have some fun. But time went on and I kept making more and more beats that I really enjoyed, and eventually I found myself making beats for hours a day. Then I started taking it a lil more seriously and eventually decided I was going to commit my life to beatmaking and take it to the end.
What is your creative process?
My creative process is pretty simple, I just look for a dope sample and then try and do something cool with it. Then I get some dope drums and see what I can do. It pretty much goes like that every time, I like to just find samples that really engage me, samples that catch my eye, and then just make something dope with it. The goal with my beats is to make fully completed tracks, ideally to put on a project. And I always strive to make bangers. Not just bangers, but the most exceptional bangers of all time. I’m pretty much always trying to make my next best track. And I really enjoy taking a track as far as I can. Doing everything there is to do until I don’t even know what else I could do.
You create all of your beats using vintage records. How did your love for vinyl start and what’s one record you couldn’t live without?
My love for vinyl really just started because that’s what authentic boom bap samples from. I just got a turntable and some records to make my beats more authentic, and then eventually just fell in love with the sound. There’s just a particular sound that comes with records, that warmth and crackle, it’s like a warm fire. Quite lovely. Over time I’ve just enjoyed that sound more and more, and recently I’ve been fully committed to only sampling from my own records. It took some time for me to get there, especially since youtube is so convenient, but it’s probably been a year at least that I’ve been on vinyl only, and now I could never go back. It’s just not the same.
One record I couldn’t live without would be 2001 - Deodato. Not because it’s my favorite album or artist, but because of what it represents. It was one of the first records I ever got, I used to only get records for a dollar and I actually found that one at the goodwill bins. When I first heard one of the tracks on there it blew my mind. Felt like I was tripping. That record signifies the start of my true love for vinyl and because of that it holds a special place in my heart.
We've worked together on a Sample Flip Competition a while ago and you've been releasing new sample packs ever since. What’s the secret of a great sample pack?
The number one secret. The number one secret.. I know it and I’m glad I do. The number one secret to a great sample pack is giving. Giving an experience beyond expectation. Not just giving some samples, but creating an experience that goes far beyond the price that money can even buy. And not just to make a better pack to get more sales, but to create a great pack as a donation to your community. A pack made with the intention of providing pure genuine value to the user. A gift that asks for nothing in return.
How do you handle creative block?
I just keep making beats really. Sometimes it’s hard, but it doesn’t stop me from making beats, it just makes it not so enjoyable. But in the sense of really getting over a creative block, I find that I’ve usually lost my original vision. I find that I’ve lost my true why for making beats, and when I do, I try my best to take it back to the start. I’ll usually go back and reread my goals, listen to the music that inspired me in the first place, and think about what it was in the past that really motivated me in the first place.
I find that creative block often happens because we make beats with the wrong intentions. Like making beats to impress people, or to get something out of it. Eventually as you do that it runs dry because it’s not genuine. Sometimes though, it’s just not clicking and I just need a break. If so, I’ll try to tap back into the vision, and then makes beats first thing the next morning, purely with the intention of doing it for myself and my own fulfilment from it.
Your Instagram page has a strong aesthetic theme. The community seem to really resonate with it. What advice would you give to artists who want to stand out on social media?
I would say stop taking advice and start experimenting. Just make a bunch of videos really, that’s the only way you can find your own style. You get an idea that sounds interesting so you explore it, and then you do this over and over and over again, until eventually your videos have a similar vibe to them and you find what works and what doesn’t. You also find what you like doing and what you don’t.
I would also recommend that you make the content for yourself. That you make videos that you think are dope, and you try to impress yourself with your content. And make the videos that you would enjoy watching. It’s funny to say but I love watching my own videos, and it makes sense because I make them for me. I’m the person I’m trying to please when I make the videos and as a result I am more pleased with the content. Which results in a more enjoyable content creating experience, and then as a result of that, people like watching my videos. They can see that it’s genuine and that it’s not trying to get followers or trick the viewer someway, it’s kind of just a fun way of sharing my music and artistic expression.
Another thing - don’t ask, just give. Provide value. And cut the fluff. I’ve learned that literally nobody cares, they just want the thing that your video provides so I get straight to the point. Like I’ll literally chop it down to the exact .1 second to get to the point faster. It’s a balance of making it for me and then optimizing it for growth, without sacrificing quality. And overall it’s about providing a great experience for myself first, and then the viewer. And likes and follows are never the goal, just the result.
Who are 3 artists from the community that you think readers should check out?
H. Potta for sure. Nastiest most authentic shit out there. For someone who wants another true boom bap experience, that’s a great place to start.
DJ Clif. Also some authentic boom bap shit. One of my favorites to see. Dope beats, and great cutz, real dope scratching, overall a favorite of mine.
Pink Siifu. My man just has a dope style. And authentic, I like the vibe he gives off. His music isn’t really that similar to what I go for, but I like his voice, would love to work with him and see what we could do.
One more - Wiseboy Jeremy. My guy has the voice. Dope style too, some authentik shit.
What’s an album recently which has changed the way you think about music?
Hmm that’s hard. Not quite as recent but I’ll just say it because it had a big impact on my view of albums. Damu The Fudgemunk - Spur Memento Trailer. Really great shit, but the thing that really hit for me was that the entire album is one experience. It’s not just a collection of songs, it’s clearly arranged into one work of art to be listened from start to finish and I love that. It changed the way I create my albums, and the way I think about creating songs in general. Not just a song but it’s an experience. A story through sound.
What has been the most challenging thing you’ve had to overcome as an artist?
The most challenging thing really has been keeping my visions and purpose. This past year it’s just been on and off, it comes and goes when it wants to. It doesn’t stop me from making beats, but I miss the early days when it was just so strong that I was passionate about my work all the time. Nowadays I’ll get into a thriving beatmaking state but it doesn’t last like I feel it used to. It’s hard to cultivate it as it’s not normally something you go out of your way to get, usually you make beats because you enjoy it, but it’s different when you’ve committed your life to musical expression; you do it regardless of whether you want to or not, it’s just what you do.
One more thing that’s similar, is keeping my intentions in check. Keeping my focus on the right things. It’s so easy to get distracted by money and followers and all that, it’s tempting. It’s good in balance, but maintaining that balance isn’t always easy.
What’s next for you in 2024?
What’s next for me in 2024, I’ve got a lot of plans. Probably should dial it down and focus on less, but that’s not my style, I like to do 10 things at once. Anyways the top 3 things I’m doing this year, 1) Releasing the next Basterd masterpiece - an album called Time. 2) Teaching and elevating my dawgs. I started a community where I teach homies interested in boom bap the secrets and help em level up. I just started this a lil under 2 months ago and I’m working on building this into something great, I’m liking where it’s going and so are the members, it’s nice. 3) Taking my website to the top. It’s where I host my sample packs, I’m looking to get more consistent with creating sample packs, it’s something I enjoy doing and it makes money while providing genuine value. It feels good to provide quality authentic boom bap samples since it’s so rare nowadays.
