From a very early age Alex has been a true follower of dance music, ever since names like Paul Oakenfold and Olive burst on to the rave scene in the early 90's. After an initial flirt with anthemic and energetic trance, names like John Digweed and Sasha became more apparent to him, and numerous Essential Mixes and CDs found their way into Alex's hands. After hearing the seminal Xpander EP in 2000, his mind was made up to follow the genre that is Progressive House.
Alex honed his skill as a DJ and developed his sound over 3 years that incorporated uplifting, melodic, and tech fuelled Progressive House and Breaks. In that time he had gone from playing house parties for friends to DJ'ing at some of the most talked about venues in the Midlands, namely the legendary Sanctuary on several occasions. He played internationally at Club Kaliedo in Spain, and also at the SaloonBar in Val D'Isere, the Mecca for the famous Snowbombing and Xbox Tour in past years.
During 2004 he was a regular resident @ Summit4; a night ran by the UCE Union, which has also been a part of the "Main Event" held at Birmingham's best superclub, AIR. This was then followed by various other sets at Ikon, Kohtao, HTFR, and Fuzed. In 2005, Alex set up a joint venture with a friend, a weekly night called 'Muzic', held in the centre of Birmingham @ Forme, which has already seen Mark Santangelo from Limit Music grace the turntables. This has already received acclaim and interest from Stupid Underground and Vision Music. In early 2006, Muzic toured around the cream of Birmingham's Clubs, such as The Boiler Rooms and the Medicine Bar, and other small venues like Arca and Congress, featuring some of the best names in Progressive House, Breaks, and Drum & Bass.
The end of 2006 saw a massive change in direction for Alex as he was appointed Co-Promoter of Shrewsbury underground party TRAFFIC. Traffic had already seen Jody Wisternoff from Way out West, Fergie of Radio 1 fame, Bedrock’s Steve Gerrard and Carl Cox’s prodigy Trevor Rockliffe all play for the fledgling night, and Alex soon booked Traffic’s 1st DJ to play their new venue, Micky Slim from Godskitchen to mark a new direction for the promotion. The event was a massive success and word of Traffic’s unique sound and policy spread out across Shropshire, with people coming from Telford, Wrexham and even Birmingham. 2007 saw names like Paul Thomas, James Talk, Sonny Wharton & Will Bailey, by which point Traffic regularly overfilled the 250 capacity club Tempo, and Traffic needed to find a larger home. For Traffic’s 2nd Birthday, the infamous Buttermarket Cellars was chosen to host King Unique and Meat Katie, two of the biggest names in House and Breaks.
Now Alex is concentrating more on his own DJ’ing, and has recently played Stalwart Progressive night Ultra+ on several occasions, but will also be returning to provide support for Traffic. With bigger guests being planned constantly like Deepgroove, Rui Da Silva & Phil Kieran, things look bright for the end of 2007 and beyond.
Alex's Sound has been described by colleagues and friends as melodic and techy, yet intense and exciting. He has a great enthusiasm for progression in his sets and you can be assured that his sound will refresh any dancefloor. He Quotes:
"I feel that my objective when I'm DJ'ing is not to bore the crowd with minimal or huge breakdown tracks, but to steadily build up the dance floor energy layer by layer, so the crowd is always entertained and always wants more'
