It’s that feeling when you love a track so much that your face turns into the face of a grumpy human. Your physical reaction to a tune seemingly becomes the opposite to how you’re really feeling deep down inside your soul. Rather than smiling, you seem to take on the most serious scowl and people around you grow concerned that you’re not having a great time. Quite the contrary, of course. You’re simply so absorbed by the music, you’ve no time for funny business. It’s time to get serious – the music demands it.
Dance music is often meant to serve as an escape, from the problems of life, the stress of the world. An escape from the difficulties in relationships, work, school. It’s meant to serve as an outlet for expression, freedom and celebration. The repetition and groove unite the dancefloor with people across the planet sharing in the same experience. You take this idealism seriously, and the music that soundtracks this moment of true freedom should be taken seriously as well.
Found within ‘Serious Business’ is a product dedicated to true dance music loyalty. An obvious absence of cheesy hooks, zero gigantic hoover sounds, no tired and typical melodies and a lack of pointless cliché’s. Rather, the product provides an exciting assortment of straight to the point production tools and loops meant to craft heads down warehouse jams. Music for escapism, for the underground, and for when it’s just too good to show a smile.