Cracking the music industry is about as difficult an undertaking as you’re likely to embark on in a lifetime. Talent, passion, perseverance and an unerring work-ethic; to achieve even moderate success in the industry you need all of these qualities and more in abundance. So when Danny and Alessandro – now known under the ferociously successful Flashmob moniker – stepped away from their highly fruitful previous project to essentially start again from scratch, they were more than aware of the long, hard road ahead of them.
In 2012 Flashmob is one of the most acclaimed, instantly recognisable production groups in house music. Riding a tidal wave of success generated by the ravenous response to singles ‘Brick House’, ‘Ninety Five’ and – most significantly – ‘Need In Me’, Flashmob have carved an indelible niche for themselves, crafting sublimely unpretentious house music, the widespread appeal of which has been near unprecedented. Not many people’s records get spun by both Kerri Chandler at Pandemonium and Pete Tong at Pacha in the same season; the fact that Flashmob can count themselves as producers in this group goes some way to showing the global underground appeal of the records they make.
Flashmob began to take shape more than five years ago, after Danny and Alessandro began disillusioned with their current project and laid it to rest. Although highly respected in the techno and progressive house genres, they felt they had lost sight of why they started a career in music. “We were producing 40-50 records a year” recalls Alessandro “and the labels we were working with were just chucking them out.” Rightly concerned that the labels were concentrating on quantity over quality of their output, they stepped away from the industry to take stock and to consider their options.