Secretly Famous Interview

Journey of Passion, Creativity, and Strategic Success with Melbourne’s Dynamic Music Duo

Jul 31, 2024

Hello Richard & Nathan! How are you today, and what have you been up to lately?

Hey Dom! Nath here, taking the lead on this interview. We're both doing fantastic! It's winter here in Melbourne, so we're enjoying a lot of Australian rules football and, of course, immersing ourselves in music.

Can you briefly share when you started producing music, your first piece of equipment or software, and reflect on your debut release?

We began our music production journey in 2005, releasing two tracks on vinyl under our own label in partnership with Rhythm and Soul, the iconic Melbourne record store that had only released one other record before our collaboration.

We originally started with Cubase and Logic, then pivoted to Ableton Live exclusively when version 4 was released. Our setup also included external gear like the Roland TR-909, Access Virus Indigo 2, a couple of Korgs (the MS-20 and Karma), Yamaha AN1x. These tools allowed us to experiment and shape our sound.

The Indigo 2 still makes a special appearance from time to time. Currently, we are really inspired by the AMS Hydrasynth. Rich has also made a number of bespoke Reaktor synths.

Those early days were exhilarating and full of experimentation. The thrill of our first vinyl release, hearing our tracks come to life, and the validation from a respected store like Rhythm and Soul were unforgettable moments that fuelled our passion and set the stage for our future in music.

Did you have a mentor or take any lessons, either offline or online, to enhance your skills?

Our learning is an ongoing process, and we've both benefited from a combination of formal education and mentorship. In the early days, I immersed myself in music production courses.

Rich, on the other hand, brings a wealth of knowledge as a qualified teacher and lecturer, and has been mentoring the next generation of music producers at Australia's top college for electronic music for years.

You debuted together in 2021. Can you share what you were doing before that and how you came together as a duo?

We officially re-launched our duo in 2021, but our collaboration started earlier. Before teaming up, I was a DJ with a solid presence in the music scene. I took a significant step by establishing my own record label and promotional company to create a platform for my music and to support other artists.

During the launch of the first record, I realized I needed someone with technical skills and a shared vision. This led me to Rich, who was working at a sound production and hire company with an in-house studio.

Our first jam session showed we had great chemistry, resulting in the release of our first record together and marking the beginning of our partnership. Rich's background perfectly complemented mine, and our collaboration evolved over the years. We've grown together, pushing our creative boundaries and learning from each project. We've stayed true to our passion for music and our commitment to quality, navigating the industry's ups and downs.

Our re-launch in 2021 was the result of years of hard work, experimentation, and growth. Since then, we've built on our foundation, explored new musical landscapes, and connected with a broader audience.

What inspired the name Secretly Famous?

The name "Secretly Famous" was suggested by a close friend and it immediately resonated with us. Our tagline, "A history of mystery underpins the team who are too famous to remain secret and too secretive to be famous," perfectly captures the essence of our journey.

We've always enjoyed the irony of balancing fame with anonymity. While our music has reached a wide audience and earned recognition, we've maintained a level of mystique, allowing our work to speak louder than our personal identities.

"Secretly Famous" reflects our unique dynamic in the music industry today, where digital platforms can make artists famous overnight. It emphasises our commitment to letting the music take centre stage, free from the distractions of personal fame.

Ultimately, the name celebrates our journey and the passion that drives us. It’s a reminder of our roots and the unique path we've carved, blending irony, mystery, and truth in our artistic vision.

You debuted on Future Avenue in early 2022 with the Galerus EP, followed by several remixes on the label that received significant support. A few months later, you appeared on 3rd Avenue with more remixes, and a year after your first release, you debuted on Sound Avenue with a remix for About River. Your journey seems like a perfect example of patience and consistently releasing high-quality music. Did you have a strategic plan when you started to get your music released on specific labels?

Absolutely, we had a strategic plan in place from the very beginning. Our journey in the music industry has been a series of learning experiences, shaped by two previous attempts at running our own label and later, releasing an album on a major European label years ago. These experiences taught us valuable lessons about the importance of planning and persistence.

This time around, our strategy was clear: we aimed to establish a global footprint quickly by aligning ourselves with respected labels across the globe while staying true to our sound. We recognised that remixing would be the perfect vehicle to achieve this goal. By delivering high-quality remixes consistently, we could demonstrate our skills and build trust with these labels.

Starting with the Galerus EP on Future Avenue, we focused on producing remixes that showcased our style and technical ability. The positive reception and support we received from these initial remixes and releases were incredibly encouraging. We then moved on to 3rd Avenue, continuing to build our reputation with more remixes that garnered attention and support.

We then debuted on Sound Avenue with a remix for About River. Each step of the way, we maintained a consistent level of quality in our productions, ensuring that every release reinforced our brand and musical identity.

We believed that once labels experienced the consistent quality of our remixes, they would be more inclined to trust us with original productions and additional projects. This strategy paid off, as we gradually transitioned from primarily remixing to focusing now more on our original productions.

Our journey has been a testament to the power of strategic planning and output. By leveraging remixing as a tool to gain recognition and trust, we were able to expand our global footprint and transition to releasing more originals.

What are your thoughts on labels that give opportunities to new artists?

We have great respect for labels that focus on new artists. These labels are essential to the music industry, nurturing fresh talent and providing platforms for them. Their willingness to take risks on new artists keeps the music scene evolving.

Supporting new artists is something we are passionate about because we've benefited from such opportunities ourselves. Reflecting on our journey, we're thankful for the chances we've received, including the pivotal first opportunity you, Dom, gave us.

Labels that support new artists contribute to a diverse and evolving music scene, introducing fresh perspectives and unique sounds. The mentorship and guidance from established labels are invaluable. It's not just about releasing music; it's about helping artists grow, refine their craft, and navigate the complexities of the industry. This support can make the difference between fleeting success and a sustainable career.

Labels like Future Avenue that invest in new artists are crucial for the music industry's progression. We are incredibly grateful for the opportunities we've received and are committed to supporting new talent and labels, paying forward the kindness and support we've experienced.

In addition to the Sound Avenue labels, you’ve released music on other respected labels such as Somerville Records, Freegrant Music, and Massive Harmony Records. When submitting demos or receiving remix requests, what criteria do you look for in a label?

Our approach to choosing labels is quite organic and intuitive. It's essential for us to align our music with labels that share a similar sound and artistic vision, ensuring our tracks resonate well with their audience and maintain our sound's integrity.

When deciding where to submit demos or accept remix requests, we consider several key factors:

Musical Fit: The primary factor is the label’s musical direction and ethos. We seek out labels that match our style and are known for releasing high-quality, innovative music. This synergy is crucial for our tracks to fit seamlessly within the label’s catalogue and reach the right listeners.
Reputation and Reach: We look at the label’s standing in the industry and its audience reach. Labels with a solid reputation, strong distribution networks, and a dedicated following can significantly amplify the impact of our releases.
Support and Collaboration: The level of support and collaboration offered by the label is also vital. We value labels that are committed to promoting our music and investing in our growth as artists. This support makes a significant difference.
Creative Freedom: It's important for us to work with labels that allow us creative freedom. We look for partners who trust our creative process and encourage experimentation and innovation.
Community and Networking: Being part of a label means becoming part of a community of artists. We look for labels that foster a supportive and inspiring network of musicians, producers, and industry professionals. This community can lead to exciting collaborations and mutual growth.
Supporting New Labels: We are also passionate about supporting new and emerging labels. These labels often bring fresh perspectives and innovative approaches to the music industry. Partnering with them allows us to contribute to their growth and benefit from the excitement and dynamism they bring.
Label Owners and A&R: It's important to us that the label owner or A&R are good people who are great to work with. Positive, professional and responsive relationships with good people make the process enjoyable and productive.

We've been fortunate to also of had labels and artists reach out to us, expressing interest in our work, which is incredibly humbling.

Our relationship with The Sound Avenue Label Group has been transformative. The unwavering support and alignment with our artistic vision have provided a solid foundation for us to explore and evolve our sound. They have helped us reach new heights and connect with a broader audience.

In addition to the Sound Avenue label group, our experiences with Massive Harmony Records, Somerville Records, Freegrant Music, Electronic Groove Records, Ray of Light Records, 3XA Music, BQ Recordings, Big Toys Productions, Clinique and Any Colour You Like have been also enriching. Each label has offered unique opportunities that have contributed to our artistic journey.

Ultimately, we seek to build long-term, mutually beneficial relationships with labels that share our passion for music and commitment to quality. By carefully selecting our label partners, we ensure that every release is a step forward in our artistic and professional growth.

This week, we released the first sampler of your upcoming debut album on Sound Avenue. When did the idea of creating an album begin, and how long did the production process take?

It started to come together naturally when we found ourselves in a highly creative and productive period. Over the past year, we've been producing tracks quite quickly.

During this creative streak, we ended up with a lot of original tracks. It wasn’t long before we realized we had 12 tracks that not only stood strong on their own but also told a compelling story when listened to as a whole. Each track brought out different elements of our sound, showcasing the variety and depth of our music.

When we listened to these tracks together, we heard how well they fit, forming an album that felt both seamless and dynamic and that told a story. This realization made us decide to move forward with an album concept, instead of just releasing singles or EPs.

In today’s fast-paced music world, making an album also felt significant. While music often feels fleeting, an album represents a more lasting and substantial piece of work to us. It invites listeners to dive deeper and experience our sound in its entirety.

The production process, from the initial idea to the final mastering, took only a few months. We're very proud of the outcome and excited to share this journey with our fans.

Releasing the first EP from the album this month is just the start. We can’t wait for everyone to hear the full album. It’s a big milestone for us, reflecting our growth as artists and our dedication to creating meaningful and lasting music.

Do you have a preference between producing music and DJing?

Personally, I prefer producing music. I think Rich secretly has big ambitions to hit the DJ circuit again, though.

What do you consider the highlight of your career so far, both as a DJ and a producer?

As producers, our journey has been marked by a series of milestones. The highlights keep coming with incredible collaborations, remix opportunities, and release ventures that continually push us to new creative heights. Each project brings its own unique excitement and satisfaction.

As DJs, the highlights have been equally unforgettable and deeply enriching. Performing in the forests of Mexico near Playa Del Carmen stands out as a magical experience. The natural surroundings created an ethereal atmosphere, blending our music with the sounds of the forest and the energy of the crowd, making it an extraordinary, almost surreal event. Another highlight was playing at the Full Moon Parties and the Backyard Club in Ko Pha Ngan, Thailand. These iconic events and club are legendary for their vibrant energy and eclectic mix of music lovers from around the world. The sheer intensity and passion of the crowd, dancing under the full moon, and then at the Back Yard club during the day, created a connection and an unforgettable vibe that resonated deeply with us.

Ultimately, the true highlight of our career is the ability to share our music with people and friends from all corners of the globe, creating moments of joy, connection, and inspiration.

Your SoundCloud page features many excellent DJ sets each month. Do you also perform live at clubs or festivals?

While our SoundCloud page is a testament to our dedication to curating DJ sets, live performances were always going to be an integral part of our artistic journey. We have had the privilege of performing at some of the biggest clubs and festivals across Australia a while back, creating unforgettable moments and connecting with audiences on a personal level.

However, it has been many years since our last live performance, but we’ll be making a return to the live scene! Our first gig is coming up with the Ripple crew, who have recently partnered with Seledoria and Balance to host some truly incredible events here in Australia.

This upcoming performance marks a significant milestone for us, and we are eagerly anticipating the energy and excitement of being back on stage.

We aim to blend our own music with other artists tracks, ensuring that each performance is a unique experience. The thrill of interacting with a live audience, feeling the collective energy, and seeing the immediate response to our music is something we have missed and are excited to relive.

How did you first learn about Sound Avenue / 3rd Avenue, and could you mention some of your favourite releases on the label?

We have always been huge fans of Sound Avenue and 3rd Avenue. Discovering these labels in the early days, felt like finding hidden gems in the vast world of electronic music. Their commitment to quality and their distinctive sound resonated deeply with us from the beginning. It’s truly a pinch-me moment to now have such strong ties with both labels.

One of the most remarkable experiences we’ve had with Sound Avenue and 3rd Avenue was curating mixes for their recent DJ Mix Series – "Sound Avenue Mixed" and "3rd Avenue Mixed." Being granted full access to their extensive back catalogue was an incredible honour and a dream come true. It’s not every day that you get to delve into such a rich collection of music, and it allowed us to create something truly special.

Our mix for 3rd Avenue, a 3-hour storytelling set ranging from 112 BPM to 122 BPM, stands out as one of the most fulfilling experiences we've had as DJs and artists. It was a journey through sound, weaving together tracks that showcased the depth and diversity of the label. The quality of the music across both Sound Avenue and 3rd Avenue is nothing short of astonishing, and we were continually blown away as we selected each track.

Working with Sound Avenue and 3rd Avenue has not only been a professional milestone but also a personal journey of growth and discovery. Their unwavering support and belief in our vision have been invaluable, and we are incredibly grateful to be part of their musical family. As we continue to explore and evolve, we look forward to many more collaborations and releases that push the boundaries of our creativity and connect with audiences around the world.

Many artists have a signature sound or style. How do you balance staying true to your artistic identity while also experimenting and evolving as an artist?

For us, the key to maintaining our sound while exploring new ideas is staying authentic. We love drawing inspiration from the ever-changing music scene and trying out different sounds, genres, and production techniques. The goal is to make sure these new elements enhance our sound without losing what makes our music unique.

A big part of this balance comes from working with the right labels. We've been incredibly fortunate with the Sound Avenue Label Group. They’ve supported us wholeheartedly and given us the creative freedom to experiment. Their belief in our vision has helped us grow while keeping our roots intact.

Collaborating with other artists and producers has also been crucial for our growth. Working with different talents brings fresh perspectives and pushes us to step out of our comfort zones. These collaborations often lead to exciting and unexpected directions, helping us evolve while maintaining our core sound.

We also make it a point to stay connected with our audience. Their feedback and support mean the world to us, and engaging with our fans gives us insight into what resonates with them, which in turn shapes our creative process.

We also have a network of incredible friends who constantly provide feedback on our work, which is a huge support.

Ultimately, balancing our artistic identity with growth is about being open-minded and adaptable while holding onto the core elements that define our music. It's an ongoing process of learning, experimenting, and evolving, all while staying true to our artistic principles. This approach has allowed us to create music that is both genuine and innovative, and we look forward to continuing this journey with our labels and collaborators.

The music industry has undergone significant changes in recent years, with streaming platforms and digital distribution reshaping the landscape. What are your thoughts on the current state of the industry, and how have these changes affected your career?

The music industry has changed dramatically since the days when we used to browse vinyl in record stores. Back then, music felt more permanent, and albums were cherished for a long time. While we miss that nostalgic era, we’re excited about the digital age. Today, we can reach a global audience with ease, and it’s incredible to see who’s supporting our music in real-time. This immediate feedback creates a more interactive and dynamic music scene.

Being able to connect with our listeners on a deeper level is one of the best things about the digital shift. The internet has broken down barriers, making it possible for anyone to share their music with the world.

However, there's a downside too. The financial side of streaming can be tough. While streaming platforms have many advantages, they don’t always pay artists fairly. We believe artists should get better compensation for their work, reflecting the true value of their creativity. Advocating for fairer pay on streaming platforms is crucial for the industry’s future, so artists can keep creating and thriving.

Overall, the music industry’s changes have brought both challenges and opportunities. By staying flexible and proactive, we’ve managed to navigate this evolving landscape. We’re always looking forward to what’s next while pushing for a more balanced and supportive environment for all artists. And honestly, having day jobs really helps!

Speaking of labels, what are some of your favorite record labels, and do you have a specific goal or aspiration to release your music on a particular label in the near future?

We’re really happy with the labels we’re currently working with, especially the Sound Avenue Label Group. They’ve been absolutely incredible in supporting our creative vision, and we look forward to a very long partnership.

As we look to the future, there are a few labels we dream of working with like Bedrock, Sudbeat, Soundgarden and Balance Music to name a few.

Getting the chance to release music on these labels would be a huge achievement for us. We’re constantly working to improve our craft and hope that one day we’ll have the opportunity to contribute to their rich musical legacy.

In the meantime, we’re focused on making the best music we can with our current label partners. Every release is always a step closer to our goals, and we’re so grateful for all the support we’ve received so far. The journey is just as important as the destination, and we’re excited for what’s to come.

"What advice would you offer to your younger self, considering all the knowledge and experience you've gained in your career so far? Additionally, what advice would you give to aspiring artists who may be reading this interview?

To our younger selves:

Don't think you know everything and leave your ego at the door! Embrace humility and be open to learning from others. The law of attraction teaches us that positive thoughts attract positive outcomes. Believe in your potential, and visualize your success. Surround yourself with positive influences and maintain a mindset of growth and possibility. Trust the journey and know that every experience, whether good or bad, is a step towards your ultimate success.

To aspiring artists:

Stay true to yourself, don’t follow trends, and work on your own identity and sound. The law of attraction emphasizes the power of authenticity and self-belief. When you are genuine and passionate about your craft, you attract the right opportunities and people into your life. Partner with labels that support you, be patient, and remember that hard work beats talent. Dedication and perseverance will attract the success you seek. Embrace collaboration and trust in your production partner. This is our third attempt, after 20 years at it, and we’ve never been more fulfilled. Keep the faith, visualize your goals, and maintain a positive mindset. The universe will align to help you achieve your dreams.

Do you have a day job, or is it possible to make a living solely from your music career? Besides music, do you have any other passions or hobbies?

I have a day job as a Group Business Director for Australia’s largest entertainment and audio company, and Rich is a music lecturer and curriculum designer at a university. I'm also very passionate about ice baths, saunas and working out and Rich loves his Karate.

Are there any books, documentaries, podcasts, or TV shows that you'd like to recommend to your fans and fellow artists?

Books –
"Outlive" by Dr. Peter Attia,
“Hit Makers|: The Science of Popularity in an Age of Distraction” by Derek Thompson

Documentaries –
"Quincy," "The Black Godfather," "Arnold," "My Octopus Teacher," "Jiro Dreams of Sushi," "The Defiant Ones"
Podcasts –
"The Joe Rogan Experience," "Huberman Lab," "Lex Fridman," "Making Sense"

Streaming Series –
Shōgun (series music by Atticus Ross, Leopold Ross, and Nick Chuba)

Could you share some of your all-time favourite tracks or songs that have had a significant impact on your musical journey?

There are way too many to mention, but they all hold special places in our hearts. We are constantly inspired by both the classic and new tracks.

What can fans expect from Secretly Famous for the rest of this year?

Fans are in for an exciting ride with Secretly Famous this year. We’re thrilled to announce our debut album on Sound Avenue, set for release in the new year. Leading up to this, we’ll be dropping several EPs to give you a taste of what’s to come. Our first EP, "Cherry Rip," is available for pre-order now, and we have two more EPs lined up for October and November. There’s also a killer remix that we’ve done for Seven Wells on 3rd Avenue that we’re pretty excited about.

We've also teamed up with the incredibly talented Ricky Ryan for a special collaboration on Electronic Groove Records. Additionally, we’re excited to soon share a remix of a Dougal Fox track, which will be out soon on Ray of Light Records with some other serious heavy hitters on remix duties.

We’re also returning to the decks this year, plus we have some incredible news in the works that we can't quite reveal yet, so stay tuned ……

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