Deviant & Dandy Brewery announce a series of limited edition beers in collaboration with the legendary Street Sounds record label. ‘ELECTRO 1’ will be the first in a range of beers which will be released throughout the year to celebrate the 40th anniversary of the release of the iconic Electro/Hip Hop album series which was started in 1983.
About the partnership, Ben Taub, founder of Deviant & Dandy said:
“Having grown up listening to hip-hop and dance music, the opportunity to start a range of beers celebrating the 40 years of the legendary Street Sounds label was a no-brainer and a really exciting project to be involved in”
’ELECTRO 1’ is a punchy 8.1% old school Double IPA available in 440ml cans featuring original artwork picked up straight from the iconic compilation albums with peelable labels revealing liner notes about each release.
‘ELECTRO 1’ is available to order now through the dedicated Electro Beers website as a set of cans and the series is available as a subscription at http://electro.beer. Upcoming ELECTRO beers will be released every 5-6 weeks and feature a range of different beer styles which will carry on using original Street Sounds artwork from the compilations.
For more info on Streetsounds go to http://www.streetsounds.co.uk or http://electro.beer
ABOUT STREET SOUNDS
“In 1982, Khan – then 23 – Morgan Khan launched Street Sounds, a compilation series that democratised the dance music underground. Suddenly, tracks that had been available only on import in specialist shops, bought by DJs and serious clubbers, were available to all”. – Michael Hann, The Guardian
Founded in 1982 by Morgan Khan, Street Sounds quickly became the de facto, brand and market leader of compilation albums, specialising in music of black origin, including all styles of street music. Street Sounds released innumerable compilations and has launched the careers of many recording artists.
Described by Music Week as ‘iconic’, the Street Sounds record label in its 40-year history has been instrumental in shaping and defining street music. The label was responsible for introducing and pioneering various important music genres including Hip Hop/Rap and House music to the UK and European markets.
Street Sounds was conceived from the need to expose and make available the latest, most upfront music from the streets of America to UK and European audiences. The concept was born from Morgan Khan’s love of music as a fan and from his own frustration of not being able to get hold of certain tracks because they were either US imports, that cost up to 10 times that of a UK 12-inch single, or album AND that’s if you could even find the import.
Let us not forget that the majority of record shops in the early 80’s, were ‘Mama and Papa’ type shops, which were totally oblivious to the new music being listened to by a new generation. Also, until the birth of Street Sounds the perception of compilation albums were ‘Ktel’ type albums, featuring mainstream pop hits, or cover versions, sometimes so butchered in length, to fit as many tracks as possible on each album.
Street Sounds is the ‘godfather’ of the modern compilation album and its format became the template for the labels that came later. The concept of each album; to literally represent the sound of the moment; full length versions and the highest quality.
The reason for the colossal success of the Street Sounds albums was having tracks which were just coming on import or were still only available as promotional records to the few key DJs, or having just been UK released, or tracks hard to get hold of in their full-length version. Numerous tracks featured on the Street Sounds albums were never even released as singles in the UK, or Europe. Street Sounds, or more precisely its sister label STREETWAVE were responsible for giving exposure to many artists, that would never have broken in Europe. One of these was Cheryl Lynn and her track “Encore”, which CBS records had decided not to release and thank God, Streetwave did, with major commercial success!Why there is such collective respect, support and love for Street Sounds? The reasons include, our heritage, the fact that we have our finger on the pulse of street music, made buying hot and expensive in demand American imports affordable & widely available for many people and we became the ‘sound of the street’. Street Sounds is far more than just a record label and its distinctive yellow and black logo. Street Sounds is for many people a passage/journey from youth to adulthood, a way of life that helped shape their identity, that opened a new world of music and culture.
ABOUT DEVIANT & DANDY
Hotly tipped East London trio Deviant & Dandy are bringing fresh noise to the London brewing scene from their Hackney ex-garage with an exciting mashup of expert brewing and a fearless disregard for taking risks. Head brewer Darren Walker delivers master crafted recipes and has the kind of intense passion for making fantastic beer that you just can’t teach – a bona fide rockstar of the craft community.
Taking influence from the hard-hitting IPAs of the American West Coast, timeless
European classics, and the contemporary madness of Scandinavian beer, the group prove they’re just as likely to honour tradition as they are to set fire to it and throw it out of a hotel window faster than you can say ‘Reinheitsgebot’.
Ever championing the symbiosis of music and beer, the team can often be found hosting DIY gigs out of the brewery warehouse, and regularly collaborate with New York hip-hop legends ‘Run The Jewels’ to produce beers which push against the boundaries of practicality and common sense, in pursuit of an almost anarchistic curiosity.
Contact: Paul Davies, AleHunters, hello@alehunters.co.uk