Interview with Houdini Dax
Yet the Internet has also given rise to certain possibilities that could change the world. One such creation is crowd sourcing, defined as the practice of obtaining needed services and ideas from a large group of people. This ability to spread a message around the world in minutes, when combined with the generosity of strangers, has helped thousand of projects, from films to albums, become reality.
One band that has shown just how effective this method can be is Cardiff’s very own Houdini Dax, unarguably one of the hottest acts currently plying their trade the Welsh music scene. Having been gigging in their current incarnation since 2009, the Dax boys come from the same Whitchurch High School as sporting stars Gareth Bale and Sam Warburton. Whilst the trio admit they can only dream of such success, they are confident that this entirely fan-funded album can be a springboard to greater things. And the dedication they have shown in creating their latest effort is remarkable, with each balancing the daily grind of work alongside fundraising and recording; lead singer Jack Butler teaches guitar by day, whilst bassist Owen Richards is currently studying at Cardiff University. Drummer Davey Newington has achieved success drumming for a host of other artists including The Keys and Charlotte Church. Within five minutes of leaving our chat, the boys were on their way to band practice.
Having released their first album all the way back in June 2011, and with the hype growing steadily but noisily with every passing gig, the Cardiff three-piece were itching to return to the studio and record an album that does justice to their remarkable talent. As Jack elaborates, “we were never happy with our existing material, and we’ve had this material floating around for three or four years, so it made sense to put an album together.”
Yet with no label backing or wealthy benefactor to foot the hefty bill, the boys set about raising funds with characteristic industry and creativity. Using popular crowd sourcing website PledgeMusic, the trio have gone to extraordinary lengths to make their second album a reality. Owen talks of how “Over time, we added more interesting things to our pledge page, including handmade art pieces and house parties and lyric sheets.” Their efforts have seen them traverse the country, from house parties for snowboarders in Plymouth to gay weddings in the North East and an evening spent playing Christmas themed acoustic gig for fans in North Wales. And it is obvious that they’ve loved every moment of it, with each penny raised going to their ever-expanding album fund.
With the music industry an increasingly unforgiving place, particularly for new acts attempting to establish themselves, the way these boys have acquitted themselves to the cause has been remarkable. Yet Jack is quick to acknowledge the sense of community spirit and the unsung heroes that have made this album a reality. “We are so lucky we had a lot of people help us who worked their arses off for free just because they liked our music. To be honest, to make a great album, you need so much more than just a good band. [Producer] Steffan Pringle and [engineer] Matt Willford immediately got what the project was about, and they made it sound so good.”
The bulk of recording took place during an intense week at Monnow Valley in December, whilst the gruelling production process has continued over the proceeding months as the boys aim to make their perfect record. Despite the remarkable amount of money they raised, they relied on the goodwill of many people to make ends meet. “We owe a lot to the team at Monnow Valley, who let us have the studio for longer than we could afford simply because they believed in us and what we are doing. Junkyard Records in Newport also gave us time that we needed to complete this.
Quite rightly, all three are eagerly anticipating the future. With the album close to completion, there are plans afoot to play several festivals over the summer, alongside shows in places from London to Barnstaple. They are intent on expanding their fan base ahead of the album launch in mid-summer, and aren’t content on waiting for listeners to come to them. Jack is determined to seize the opportunity that this currently untitled record will present to them; “
All three talk with an animated passion about what the future holds. The sixth month process, from tireless fundraising to round-the-clock recording, has clearly been a challenge. They know where they are going, but they have a deep appreciation of where they’ve come from. “If we can get this album sounding the best we can, in a years time we can record our third album with more time and more backing from a record label, and if we do it, it will all be due to Pledge and the 122 people who have helped us get here.”
It’s this hugely entertaining tale of a young band made good that proves why crowd sourcing has become so vital for many artists pursuing their dreams. And this hugely talent group have earned their chance to t make their mark with this most astounding of records, which is full of their trademark riffery and melodies, and with tracks such as “Our Boy Billy” and “Naughty Nation,” it promises for both veteran fans and newcomers alike. And it is something that has been made possible ‘It means a lot when you see that people you don’t know have pledged £50 to you. That’s a lot of money, and it shows why we are doing this, because people want to hear our music.’ And, with this fearless trio showing the way forward in this ever-changing industry, it is clear that that a whole lot more people will be wanting to hear their music very soon.
