The Interview :: Audio Tonic

Mr Mr aka Mike Bufton is the man behind Dubai’s first break out house brand; ‘Audio tonic’.  After their more recent label launch and the new Saturday Showcase event, now comes Audio tonic magazine, a monthly hot list of all things tonic. We managed to pin down the head honcho himself and find out what it’s all about and what’s next in the world of Audio tonic…


So tell us a little about the magazine, where, what, why?

The main point of the magazine is to showcase the upcoming artists for audio tonic ‘Sunset Sessions’ with cool and quirky Q&A’s, talk about our upcoming record label releases, chat with the trusted residents and party pictures from our nights. Its a nice easy read, and won’t take up to much of your homework time. We are distributing it at 360º, and various residential locations around the city.

How often and where can we get our hands on a copy?

We come out just before the end of each month (Feb edition will be out on the 27th Jan), and as mentioned can pick up a copy either at 360º or around the city, but also very conveniently online.

You’ve had one of the if not the most successful house nights in the region, what do you credit its success with? 

317364_10150331930942730_1003117502_nConsistency, originality and quality music. We bring established and up and coming guest Djs from across the globe, but the balance between accessibility and credibility is of our top priority – the music has to be forward thinking, but open for all ears. Our residents are also on the ball when it comes to knowing what our crowd want, each has their own specialist time slot and do a fantastic job week in week out.

What’s next for the audio tonic brand?

Well last year (October) we had our first event at ADE (Amsterdam Dance Event), this year we will hopefully be doing a party at Sonar in Barcelona, and another party in Amsterdam, so the label is really spreading our wings in terms of global recognition. We’ve got Djs from all sub genres of electronic dance music playing our tunes including John Digweed, Luciano, Groove Armada, Maceo Plex, Anja Schneider and Jori Hulkkonen to name a handful so not too bad after 13 months as a label offshoot from the brand. We are definitely looking at monthly events in Europe and going East into Asia, and Australia, also we have audio tonic mix compilations on the agenda in 2013.

How’s the label going, we’ve enjoyed your releases so far, whats next?

Its going really well, its just nice for us to put out music we love, without limits in terms of the ‘sound’ – all the tracks we release have a place at our weekly 11 hour parties @ 360º, whether it be down tempo sunset sounds, to uber cool bouncy deep mid tempo grooves, or peak time hands in the air floor fillers, the journey through sound is important to us, and we never want to be pigeonholed as a ‘deep house label’. We’ll hopefully be around as a label for a long, long time and keep the same philosophy so we don’t get stuck in a time warp and have to re invent ourselves – adaption is key. Out next on the label is a gem from Spin Science called ‘Wonderland’, and we are honored to have the legend that is Tom Middleton as a remixer. Its out on Jan 14th , you can hear a preview here. Also coming up in Feb an EP from the German duo Kruse & Nuernberg – ‘The Carrier EP’.

Tell us a little about your upcoming season, who can we look forward to seeing?

So far (since October) its been wicked, upcoming guests include PBR Streetgang, Audiojack, Sasse, Mario Basanov, Kruse & Nuernberg and a few more who I want to mention, but you’ll have to wait I’m afraid – some very cool guests on the way.

Thanks Mr Mr, we look forward to it!  Audiotonic happens each and every Friday from 4pm at 360, Jumeirah Beach Hotel.

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