As the second longest-running house night in the UK, the Déjà Vu name is known to generations of clubbers. Established in Hull in 1992, the brand has become something of an institution and with 25 years on the front line of electronic music, it seems apt that the next evolution of the brand sees the launch of an offshoot, standalone label: Déjà Vu Traxx.
Launched late last year, the label already has an enviable release schedule lined up for 2017; purveying only the finest house music, championing quality and variety over a cookie-cutter sound – a trap that so many new labels fall into – the first release of the year sees them team up with UK duo ‘No Rules’ with their Soda Pump EP and a level of production that serves as a statement of intent. Speaking about the label, Déjà Vu resident, and label co-owner, Lee Jeffrey said:
“I’ve been playing “Soda Pump” in my sets for a long time and have been a fan of the No Rules sound for even longer, so as soon as we got cracking with the label I approached the guys straight away. The vision for the label has always been clear from the start – we want to cherry pick releases from across the electronic spectrum and release good house and techno music, not just generic tech house sounds. We want to stand out and be different in the music we are pushing by building the brand, nurturing our artists and bringing some nice names to the label later in the year.”
With the EP already picking up support from key names including Vanilla Ace, Jacky and Shiba San, No Rules’ Soda Pump EP sets a standard which future label releases will have a tough time to match. As the title track launches into an electro funk-inspired journey through a laid-back house groove, the second track, ‘Tingling’, takes things slightly deeper and combines a rolling bassline with hypnotic synths to devastating effect.