interview | Ceri

Splitting her time between the vibrant music scenes of Ibiza and London, Ceri, the head honcho of the Find Your Own label, has seen a meteoric rise in her career. Not just a sought-after DJ and producer, she also mentors emerging talents through her Find Your Own Sound courses, while being a significant voice in the growing community of sober DJs. The recent re-launch of her label has garnered a wider audience, spreading the Ceri phenomenon even further. With her latest release, “Can’t Pay My Bills,” featuring a remix by the legendary D’Julz, Ceri continues to captivate the electronic music world. Torture the Artist had the pleasure of catching up with this electronic music maven to gain some enlightened words of wisdom and insight into her journey.

Torture the Artist: Hey Ceri, thanks for talking to us here at Torture the Artist. So, where are you right now and what are you up to?

Ceri: I am in Ibiza, planning some very fun things that will be announced very soon. As well as making music and trying to find time to get on top of my never-ending to do list!

The reason I started my label was because none of the labels I wanted to release on would sign my music.

Torture the Artist: Label boss, producer, DJ. How do all these tasks complement each other and what has helped you to get a different point of view on each task?

Ceri: I was always a DJ first and, when it comes to dance music, I think DJs make the best producers, primarily because they already know what works on a dancefloor. When I had been DJing for a few years, making my own music felt like the natural next step, as I was hearing music in my head and needed to find a way to get it out into the world.

The reason I started my label was because none of the labels I wanted to release on would sign my music. I believe that’s because I didn’t have a big enough profile or enough followers. I knew the music was good enough and it took a while to be able to believe in myself enough to put it out, knowing it was a risk. Thankfully, it’s a risk that has paid off, because the first two releases sold out on vinyl and lead to some of the labels who originally turned me down, to then ask me to do stuff for them!

My label is mainly an outlet for me to release my own music, so I can have complete creative control. I have sent music to some labels before that told me they liked one specific track, and can I send them more of the same. But I prefer to have varied releases with different vibes on each track.

Torture the Artist. Do you follow a daily routine when you focus on either one of the before-mentioned fields or do you rather work on one of these when it feels right?

Ceri: It’s a bit of both. I am a very ‘all or nothing person’, and as much as I try to be more balanced, what I find works best for me is long bursts of doing certain things.

For example, the best time for me to make music is when I lock myself in my house for 4/5 days, turn my phone off, don’t speak to anyone and do long meditations before I make music. I find this helps me get into the best creative flow. Luckily, where I am at in life at the moment, I can work this into my schedule. But if I got married or had kids, obviously I may have to rethink that. I much prefer to do long bursts, than short ones though. As much as most people tell you that is ‘wrong’, it feels the best way of doing it for me personally. Also I get my best results when I do it that way. On my ‘to do’ list is that I also want to write a book one day, so I’d probably go and lock myself in a cabin in the mountains for a few months to do that!

Torture the Artist: You are also a record digger. What have been your most striking findings lately, and why?

Ceri: I guess it would be some records I put in my recent Blitz Club Mix. It’s such an amazing club with such a revered music policy, I really wanted to make it a special mix.

One record I put in, I found for almost €300 in the UK / EU, but for $8 in the USA! So I got a friend from the USA to bring it to London for me, sadly we ended up missing each other and it went on a long journey to get to me but thanks to the help of some friends it arrived safe just in time for the mix.

Another track was the bargain price of 50p on Discogs and is one of my favorite tracks I play out all the time! Cheaper than a download, but priceless to me, an amazing tune Zki and Dobre.

And another two I put in also went up to over £100 recently, probably because a mega-famous DJ dropped them and pushed the price up. I am not saying records have to be rare or expensive to be good, though. I don’t believe price is always a good indicator of whether something is good or not, just like a large social media following doesn’t always mean someone is a good DJ in real life.

For me, it’s about the feeling a record gives me, whether it is a rare expensive Discogs find, or a free download I find online. At the end of the day, it’s what comes out of the speakers, and from our hearts, that matters the most.

I guess my “test“ of if I buy/download a record is, do I think I could still be playing this in 5 or 10 years’ time?

Torture the Artist: Where do you mostly dig for new music and do you follow a certain method when doing so?

Ceri: I like to go on random journeys, and I wouldn’t say I necessarily have a “method“, but if I come across an artist I haven’t heard of before who I like, then I go on a journey to find out what else they’ve done, any labels they are on, and what other artists are onto them, then go down a few rabbit holes to discover new music. I also sometimes go back through my older music as well to find forgotten gems I used to play and have forgotten about.

I guess my “test“ of if I buy/download a record is, do I think I could still be playing this in 5 or 10 years’ time? I like to play music that sounds timeless, and I would say almost all the music I have been playing over the past 10 years, I could still drop in 10 years. That to me is a true test of whether a piece of music is for me or not.

Torture the Artist: What’s a vinyl you own, which any Discogs-shark would be jealous of?

Ceri: Probably some of the ones I mentioned from my Blitz Mix.

Listen to Blitz mix here

Torture the Artist: Over the last few years, you’ve divided your time between Ibiza, London and Berlin. Have you found living in that way has altered how you approach music, gigs etc and which of the three would you say is your preferred ‘home’?

Ceri: I have never actually lived in Berlin, as much as I love it, although a lot of people assume I live there, which I take as a massive compliment, because Berlin is the home of so much amazing music, artists and clubs. I live between London and Ibiza, and Ibiza is currently my main “home“, especially now I have shipped all my vinyl here, after being without it for many years since you-know-what a few years ago! I love the nature, and sunshine in Ibiza, and that it merges the quieter spiritual North, with the party mecca hedonistic south, which I feel is a great representation of both the sides of my personality.

I also love London, and do like to go back there to remind myself about London energy. Ibiza has a very relaxed feel and that island mentality of “mañana, mañana”, which is great if you’re on holiday, but can get frustrating when you’re living there and trying to get things done. I also like to plan my schedule far in advance, which is a very ‘London’ thing, as a lot of people in Ibiza prefer to ‘go with the flow’, which is fine if you’re on holiday, but not so great if it’s your life. So I like to balance my favorite elements of each place.

Torture the Artist: You’ve been DJing and producing for a couple of decades now, with your profile really getting lifted over the last few years in particular; what’s changed in terms of you personally and how you see the scene itself now, compared to when you first were setting out?

Ceri: Not quite a couple of decades – almost, but I’m not that old! Well, I guess when I first started, it was more about music than social media. And like many of us older generation say ‘it’s not like the old days’, but I guess that is like anything, everything evolves and changes over time, some of it good, some of it bad. For me, I do think the emphasis on social media clout over skill is quite sad and detrimental to a lot of artists, but I’m not sure what the answer is. I guess for me, I believe and hope that people, who are true to themselves, and have music from the soul, will outlive and outlast any trends. Trends come and go, but if you’re true to yourself, that shines through.

Torture the Artist: You had a brief hiatus with Find Your Own, but are back in full flow now, with the label’s fifth 12″ due soon. What gave you the impetus to get the label going again and why is releasing on vinyl so important to you?

Ceri: Yes, I, like many others, had a COVID-related break, for many reasons. I’ve always wanted to take a quality over quantity approach to the label when it comes to releasing music, and life really. I am actually doing digital first, followed by the vinyl for the latest release. When I started the label it was vinyl-only, then when I re-launched it, the format I have followed is that the originals are available for download, and the remixes are vinyl only. So with the latest release, I am putting out the original first digitally, then a remix package later in the year on vinyl, both which I am very excited about.

Torture the Artist: You used your own voice for the new release, does this mean we are going to be getting full-on “Ceri-diva’”action on future releases, or is this something of a one-off?

Ceri: Well, this track and its lyrics were channelled to me, but I never actually intended to use my own voice, I just recorded it for demo purposes, because I wanted to collaborate with a singer. I really wanted Jamie Principle as I love him and he is an absolute legend, and not only a great vocalist, but also a pioneer of house music from the beginning. I do think it is important to honor the roots of the music we know and love. So I asked Jamie, and when he heard the demo, he said he loved my vocals and didn’t think I needed him. I also sent to a few other key DJ’s for feedback like Cormac, Fred P and Chez Damier, who also gave me great feedback and advice, so in the end I decided to use my vocals, but pitched down to give the effect of sounding like an American Man, which was my original Intention.

It has given me more confidence to use my vocals not pitched down on future tracks, so you will have to wait and see about that. I am also working on a collaboration with an amazing gospel singer, Zaza, which I am very excited about.

Torture the Artist: The lyrics teasingly say “Don’t You Wanna have Tantric Sex with me”, but the overall tantric approach to life is deeply rooted with you. How did this come about and what benefits have you gained from this way of life, both personally and musically?

Ceri: It’s a very interesting and long story, but the short version is that it is a true story of heartbreak about two souls, who were meant to be, but he ignored the signs from the Divine, listening to his ego and mind instead of his heart. This meant he missed the opportunity to have true soul aligned divine tantric sex with me! So I have to move on, and find someone else who can hear their intuition, and who can communicate and be a team. At first I thought it was a shame, but then I realized it’s okay! Plus know there are more aligned people out there waiting to explore this.

For me personally, my spiritual and tantric journey is largely a solo practice. I have friends that are into other forms of tantra which involve multiple partners and ‘play’ parties etc, but (sorry to disappoint some of you), that’s not the form that resonates with me. Don’t get me wrong, I had a slutty phase when I was younger, and I love playing at clubs that allow freedom to express yourself in any way you like. I don’t judge anyone and believe everyone has to do what feels right for them. I’m at a point now where I truly believe the highest form of spiritual devotion to me, is monogamy, and sacred energy exchange from a place of true love. Not from a practical place, but from a place of true divine love and choosing each other every day.

Torture the Artist: You are collaborating with Leighton Rees Milan for a choreography for the track, tell us about that?

Ceri: We have very exciting news to announce very soon. However, for the meantime, I will just say that he is an amazing dancer and choreographer, and has created a bespoke choreography to fit the narrative of the track. He is a beautiful soul, so it really is a pleasure to work with him, and he will be performing it live with me at Amnesia for “He She They“ this summer, amongst other things.

I’m sure most artists have months where they can’t pay the bills.

Torture the Artist: The fourth EP is called “Can’t Pay My Bills“. Is the track title a reference to artists in the scene, who paradoxically keep the scene going with their music and labels, but on the other hand struggle to make a living from it?

Ceri: Ceri – Can’t Pay My Bills feat D’Julz Remix.

Yes, that is one of the multiple references. I also meant it to be a narrative of the economic situation in world, with the cost of living rising in most places, which is affecting many people, and certainly affects artists and self-employed people a lot. And yes, it is also a reference to being an artist too. From the outside it could look all fun and glamorous, but I’m sure most artists have months where they can’t pay the bills, and it’s often a sacrifice we make to be able to do a job we love. In the hope that one day the tables will turn and it will turn into a profitable job, which does happen for some.

I also think sometimes the “struggling” artist can be revered and applauded in our scene especially, but it’s not a sustainable way to be long term, it’s very stressful on the body and mind. So at some point we have to decide if this is sustainable or not, and if not, work out a way to support ourselves better. I did a great course on the nervous system recently and it was really interesting to learn about the effect stress has on us, including our creativity.

Torture the Artist: Let’s come back to your label. The artists you have used on the label have been very carefully chosen by you, due to their specific influence on you as an artist and DJ, namely Fred P, Mr G, Alex Arnout, SE62 and D’Julz. Can you give some background on why these particular artists are held in such regard by you, plus what other names you may have lined up?

Ceri: Yes, I want the label to feature artists I LOVE and have a true soul connection to their music. Mr G and Fred P are two of my favorite DJ’s / Producers / Live Acts of all time, and have, and will be, for many years. So it was a dream come true for them to feature on the first two releases as remixers. They both even have their own section on my record shelved because I have so many of their records. To be fair D’Julz and Bass Culture also has its own section as well so D’Julz was an obvious choice. I have also loved Alex’s music and labels for many years as well. And SE62 is a lesser well known producer and equally as good so it was great to have him on board as well. 

On the next release I have Paul Rayner and Cici on remix duties, as well as two others I can’t announce yet. Paul is one of the most amazing producers ever, and I play his tracks in nearly all my sets. He makes a wide variety of music from house to techno to garage and speed garage and was an obvious choice to remix ‘Don’t You Wanna’. Cici is also a newer name, a friend and DJ I love. Her releases and music styles are also very varied and eclectic, like me, so really happy to have her on board too. The other remixers are TBA and are also amazing! So I’m really looking forward to the remix package coming out too.

Torture the Artist: To anyone reading this and who is perhaps inspired to begin a label, be that digital or vinyl, what pointers would you give in respect of running a DIY label, both positive and negative?

Ceri: Positive –  that you have full creative control and can do things at your own pace, but that means you have to be disciplined and consistent (something I am still working on), it also means that you have to pay for it and believe in it enough to do so. Obviously it’s a lot cheaper doing digital than vinyl, but you still have costs like artwork and promo etc. It is possible to do it all DIY though.

Negative – I guess, which I think is the same in most things, is admin! I do think most creative people don’t love admin, and doing anything requires some level of admin and organization, which can feel less fun, but is equally important, (again, something I am still working on and always wanting to improve and learn more about).

Torture the Artist: You’re one of an increasing number of sober DJs, with more discussing this topic over the last few years. How was the change for you when you began that journey in terms of how gigs felt, compared to your non-sober days, plus how do you think this has impacted you overall?

Ceri: It was pretty easy for me, compared to someone who is battling addiction. As many people know (and if you don’t you can read about my journey in the article on my Instagram bio / recent podcast), I gave up alcohol because I had some health issues and was wrongly diagnosed with an “incurable“ disease, which I luckily knew was wrong, and put as much effort into proving them wrong as I could. I knew I needed to cut out all things that were not creating a positive effect on my body, so it was quite easy for me. As at that time, my life depended on it.

It did take a little bit of getting used to, to be able to be in clubs and play sober, after many years of doing the opposite, but now I prefer it. I do think it’s made me play a bit more happy and banging, although I still love a deep dubby set at the right time.

I know it sounds cheesy, but for me, the music is my drug and the music is what gives me energy. So, if you have to be drunk, or on substances, to enjoy the music, is the music even that good? If the music makes you lose yourself even when you’re sober, it must be good!

Torture the Artist: House music, or perhaps on a wider note, electronic music, is obviously a huge part of your life; can you give us an overview of just what this music means to you and why it remains so prevalent for you?

Ceri: I guess the answer to the previous question sheds a lot of light on that. And I also love the ethos and meaning of house music too. I did a mix this week for Apple Music featuring the classic Mr Fingers “Can You Feel It“, with the Chuck Roberts accapella. Chuck sadly recently passed away so it was not just a way of paying respects to him, but also to remind people of the true meaning of house music, as Chuck says…

Torture the Artist: Gig-wise you’ve been developing very strong bonds with top-class events recently, perhaps most notably at Panorama Bar, where you recently played for the second time. How did that come about and how does it feel to now be playing at a venue where you spent a lot of time on the other side of the decks?

Ceri: It felt amazing, it was indescribably beautiful. I cried with pure joy the first time, and the crowd cried both times too! This is something that really has to be felt to understand. It’s such a special club for so many reasons and it was a dream come true to play somewhere I had frequented many, many times as a raver myself. Obviously I stayed for 12 and 15 hours and there’s not many clubs you can do that in sober! The vibes and energy are amazing and it was beautiful to connect with the crowd and the dancers before, during, and after my set too. When I play there, I get to a place where I am not choosing the music, but the music is choosing me, this is a beautiful place to be. I love clubs that have no camera policies too, in general, they manage to capture the acid house vibes that are harder to find these days but possible if you know where to look.

Torture the Artist: Where else can we find you in 2024 gig-wise and where will you be playing I Ibiza this summer?

Ceri: I have gigs coming up in London, Manchester, and more in Germany to be announce. In Ibiza I am playing at Pikes a lot this summer, next time in July with the Chaos in the CBD boys, who I love. I am also playing for Brunch in Ibiza at new venue, 528 with Mr G, DJ Deep and Folamour. That’s as well as also hitting Amnesia for “He She They“, and Cova Santa for “Cosmic Pineapple”. I will have more to announce very soon as well so watch this space.

Torture the Artist: As the Find Your Own label continues to push on, do you have any plans to release an artist album at all?

Ceri: No plans for an album at the moment, but you’re the second person to ask me this today, so maybe it’s a sign…

Torture the Artist: Can you explain the ethos behind the label name and just what it means to you to have your imprint?   

Ceri: It’s funny because many people assume the label name is a ‘dig’ at DJ’s who don’t dig for records, and that can be a funny secondary meaning. The true meaning though, for me, was actually me finding my own sound and believing in myself and my music, enough to put it out there. So I guess it does mean a lot to me and is a physical manifestation of listening to my heart and following my intuition.

I noticed most production courses just showed people, “this is how I make music, learn to do it like me“.

Torture the Artist: You also run a music production course named “Find Your Own Sound“, can you tell us a bit about that too?

Ceri: Yes, following on from my label being about me finding my own sound, I wanted to help other producers to connect to their souls, and find a way to find THEIR own sound. I noticed most production courses just showed people, “this is how I make music, learn to do it like me“. And I want to help people access their uniqueness and originality, to make music that speaks from their heart. In a time of AI music and TikTok-techno, music from the soul is what will stand out and stand the test of time.

Producers who’ve done the course have gone from being unable to finish a track, to having tracks signed and released, played on the radio, featured in essential mixes, and even had Beatport top 10’s! Find Out More here: https://www.findyourownsound.com

Torture the Artist: Thanks for taking the time to tell us more about you and your music!

Ceri: Thanks for having me.

Words by Al Bradley

Cover picture by Othercrowd White

Picture one by Jay Panier

Picture two by Phrank