by Carrie Whitney
When a friend introduced James to DeAnna in hopes that they might be able to work together, no one had any idea that the meeting would lead to a recording partnership, a record label and even a marriage. But today James and DeAnna Cool double-handedly head up BasicLux Records and are releasing a lifestyle concept CD that is absolutely a tribute to several of Atlanta's most revered electronica musicians, composers and producers.
The CD, called New Sound Theory, Volume 1, includes more than an hour's worth of chill -- that is deephouse, nu jazz, and neo soul. It features people like Chris Brann, Lenny B and the Cool's duo, madison park. Not only did James and DeAnna work with some of the city's finest in the music biz, they also brought in other local creative talents to help promote the effort. Partners Bill Hallman, Visionaire Spa and Twelve. Allison Morris of SoapStartJoe Design as the creative designer fashioned the look of the CD and all promotional materials.
"We wanted to work with other creative individuals, be it in music, design, fashion, who were trying to make a difference in Atlanta in a field they are passionate about," says DeAnna. "So we decided partnering with them to bring out the CD would be a great idea for all of us." New Sound Theory, Volume 1 will be available mid-September in the partner's businesses well as other boutiques and various record stores.
"New Sound Theory is a compilation CD with a lifestyle concept, meaning that it's the perfect soundtrack for your lifestyle," says James. "We feel that music affects everything in life, from the way you live your life to what you surround yourself with." This "lifestyle" music can be ideal for an evening at home alone to creating the perfect backdrop for a dinner party with friends.
Ten of the 14 featured artists are working DJ's, and although they work on well-known projects, they don't always receive widespread recognition. "One of our goals was to really kind of take a snapshot of (the electronica) community" says James. Although these artists are producers, programmers, and instrumentalists, the once-typical definition of an instrument might not apply. The music may be written on a computer or keyboard, instead of a guitar, the turntable has become all important. "It's just a different set of tools to do the same thing," James says of the creation process. Live elements are also incorporated into the music.
The final product is a thoroughly enjoyable 72 minutes with the music fitting into almost any atmosphere. "The CD is arranged to match the course of any given day, regardless of what time your day begins and ends," says DeAnna. "We all experience certain energy levels of highs and hows throughout our day -- from when we rise to when we head for sleep -- and the CD is arranged to match that flow."
In addition to creating the New Sound Theory CD, DeAnna and James run BasicLux Records. She is president, and he is label manager. They also work on their own musical project called madison park, which is named after the events of their first date, and plan to release a CD in November.
"madison park is just the two of us," says DeAnna. "We are both writers, all of our music is original. If forced to describe ourselves, we suppose electro-pop would be the best description." For a sneak preview of madison park’s work, listen to "My Personal Moon" and "Who's Got the Time" on New Sound Theory, Volume 1. And thankfully, New Sound Theory, Volume 2 is in the works.
"There's an amazing amount of talent in this genre of music," says James, adding that everyone deserves the opportunity to become familiar with these artists. "For example, if you don't know Chris Brann's music, you really should." In an effort to obtain more exposure for the CD, the artists and the genre, BasicLux Records will soon be hosting Sunday night events at various clubs and lounges. Called New Sound Sundays, the events are intended to soothe those who are not quite ready for the week-end to end. They will occur monthly from 4 p.m. to 11 p.m.
For more information on BasicLux Records or New Sound Theory visit www.newsoundtheory.com. The CD can be purchased on the web-site in addition to stores.
Piedmont Review Oct. 2002