Menu Magazine

MENU meets: Feedme

Debuting by being the first external artist to feature on the infamous mau5trap label, Feed Me's array of hard hitting electronica with a grin, quickly caught the eyes and ears of listeners worldwide. After a succession of high profile remixes, Feed Me has continued to develop his distinct visual style and sound with his first extended play. The acclaimed 8 track Feed Me's Big Adventure immediately took Beatport by storm with six tracks hitting the top 10, gathering fans throughout different genres. Growing in demand monthly, serving a flurry of festivals and support slots with deadmau5, the sharp-teethed monster is set to debut with three massive New Zealand shows in September. Menu Magazine scored a chance to catch up Jon Gooch – the man behind the little green monster, and here’s what we found out.

MENU: I guess we should kick things off by asking how Feed Me came about? Surely there’s an exciting tale behind the little green creature!

FEEDME: My writing was becoming increasingly diverse. I've always made a strong visual association between my music and how it's characterised in my mind. The character and name just seemed to fit what I was going for. I made up a profile design and sketched a concept, along with the first few tracks, and within a day or so, Joel got in contact and it went from there. It’s fun to write with Feed Me in mind, in my head it's him sitting in the studio, not me. I remember hearing a Bowie interview where he said he invented his characters because he felt his own voice and image weren't adequate. I think I've realised I'm better and more colourful when I'm personifying something else. It's cyclical though; the shows have been amazing, environments more diverse and in turn it's making me feel more expressive on a personal level, I've never felt more alive.

MENU: When your tunes are dropped in clubs, the general reaction is ‘instant dance floor carnage’ every time. Where do you find your inspiration for such massive tunes?

FEEDME: Even when I was writing Drum & Bass all day, my general attitude was largely to look for energy and dynamics rather than outright aggression. I've always loved music which can evoke a genuine emotion in people. I wouldn't say they're all tracks over 9000 to face melt to. I've got some more restrained material which should surface soon also. Playing a set is a story, I love the high energy but I'm not so interested in gannin' bezerk from start to finish, there are more ways to enjoy music.

MENU: Do you feel having a creative outlet for electro & dubstep in addition to drum and bass has moved you forward as an artist?

FEEDME: I don't feel like I make electro or dubstep really. The creative freedom I have now means I really feel I can make and play whatever I like, it's been liberating and almost overwhelming, but that's exactly what I want. Who wants to coast? I enjoy the genres and the artists they house, but genres don't interest me. The future is a wider picture I think; I want an environment more than a genre.

MENU: You’ve remixed some great tunes, worked with amazing artists and vocalists (Tasha Baxter) but is there anyone in particular that you’re still gunning to work with?

FEEDME: I wrote a track with Example for his album which launches any minute now; that was good fun. I've got something with Korn in progress and some feature artists on the cards, as well as a new collaboration with Kill The Noise and an in-progress one with Datsik. It's more a chance thing for me, I'd never collaborate unless I thought it was going to be a learning experience as well as enjoyable. I guess making music with someone you hate can produce results - I'm a pacifist though.

MENU: After touring alongside deadmau5 you must have seen your fair share of awe inspiring moments – any highlights that really stick from touring? Don’t be shy tell us about the good, the bad and the ugly!

FEEDME: My USA tour was like a lifetime in itself - I think we did 29 shows in the end. It was incredible watching momentum grow and feeling it spur me on. I have a habit of getting a bit overstimulated and childish which culminated in most of a chemical fire extinguisher going off on stage during Datsik's set. I also spent a couple of days in a wheelchair after a beach ball / dancing pole incident and most of my clothes ended up with blood on them from an LED umbrella which snapped and gashed my finger due to improper use. Playing EDC, Vancouver, LA, Electric Forest stand out as amazing shows, to see people having such a good time and feeling the energy is unforgettable. Other DJs become a bit of an extended family when you're reuniting with similar line-ups week to week in different locations. It's an odd lifestyle so you end up with a certain mutual understanding. It's a privilege to be able to tour, I'm so grateful to the people attending and listening who make it possible.

MENU: What kind of set can fans look forward to at your debut shows in September?

FEEDME: I've still no clue what I'm actually doing, which is half the fun. Hopefully they'll hear things they do and don't know in an order that makes sense, and we can all jump around.

MENU: Do you have any plans to move into the realm of live audio visual performances in the future?

FEEDME: Yes. We've been building something huge for some time now. It's bright, intimidating, colourful and faintly hilarious; I've put everything back into it and I'm really excited about it. I'm also really into puppets, so that's something else I'd like to bring in, there's some progress there but that's more just for me. You can expect to see Tasha doing some live vocals for the songs we've wrote at some point too.

MENU: To keep fans busy until your shows, what would be your top five recommendations at the moment?

FEEDME: First would be to build some props to bring. People have been really creative at some of the shows lately and nothing makes me happier. My new EP Feed Me to the Stars surfaced recently so there's something to do if you're interested. I also went to a river and watched bats which I'd recommend. Download Machinarium. I don't know about the fifth - I'm sure they're busy enough with their own stuff already.

MENU: Last but not least.. The million dollar question, do you ship your awesome merch (feedmerch.com) to New Zealand? If so, we’re so down!

FEEDME: Why wouldn't I? I am racism free, merchandise for all.