Imagine Festival 2017: Will Clarke Did It For The Cuddles [Interview]


Raver Magazine: Compared to the United States and back home, what is the scene like?

Will Clarke: They’re different. They’re not worse or better. The club scene in Europe is different than here [in the U.S.] such as the clubs stay open longer in England. Their clubs also are generally made more for house music so they have really good sound systems. You do get that here, but not as often. Here, you guys have more “EDM clubs”, if that makes sense–like multi-genre stuff. We get the multi-genre music, but you don’t cross over the house nights in the multi-genre venues if they’re usually multi-genre venues. I feel like people in America are more open to listening to different types of music. It’s not as clique-y as people in Europe. So there are pros and cons to everything.

RM: Leading into that, would you say that you prefer to perform at festivals or intimate venues?

WC: I like all of it. I love big festivals and I love dark, dingy clubs. They have different things, they have different vibes. I don’t think you can compare them. Obviously, there are people who prefer small, underground venues, which I love. But I also love big festivals. I find that at festivals you can build more fans than at underground clubs because generally they just come to see you. Whereas, at a festival like Imagine, 80 percent of people who come to see me play have probably never heard of me or seen me until today. If I can gain one fan from playing, then happy day! 

RG: You’re a heavy collaborator with the Dirtybird Camp. Tell us how that process, how you got involved, and how you’re projects are going with Shiba San, Claude VonStroke, and others. 

WC:  They are just…the best people in the industry, for me. We just all have fun, which is why I love working with them, Shiba San is one of my closest friends in Dirtybird. I love his music. Obviously, me and Claude just finished a record together which is amazing. Me and Kill Frenzy play a lot together. Me and Justin have done records together. It makes sense. We’re all close friends, we make music, we like each other’s music.

RM: Like one, big, happy family?

WC: Exactly! I’m laying off doing collaborations next year. This whole year has been the year of collabs. I don’t think I’ve released a track this year that has been just me, which is annoying to an extent. But next year, there will most likely only going to be two collabs from me next year.

RM: Are you going to be coming out with an album or an EP next year?

WC: I’ve got lots of stuff coming out next year. I’m starting my label, which will be called “Doing It Records”, and that label is going to be just for me. I’m not going to be releasing anyone’s music there for awhile. It’ll be just me. I’m looking forward to it. Next year’s going to be fun releasing. I’m going to be releasing a lot of music that people would not expect from me. I’d love to write an album, but I don’t feel like I’m ready as an artist for it at this point in time. I also don’t want to rush the process and I know that I won’t enjoy it at the moment. We’re working on a lot of projects at the moment that are going to be really fun for next year that I want to do as an artist.

RM: I want to know the backstory behind “Doing It For The Cuddles”. You have cool merch behind it, it’s your brand and I need to know. 

WC: So, it’s a joke between me and my friends. It was a hashtag that came up from me being me [laughs]. This was also years ago–like five years ago–I think. It just started through friends and it caught on. 

RM: And you’re doing a radio show too, right?

WC: Yes, the radio show is going to be called “The Barber Shop”. I started that because I got asked to start it, but when I decided to call it the “Barber Shop”, I wanted it to be separate from everything else, but me so that people can still relate to it. This way, I can bring other people in, if you know what I mean? I’ve toured that brand and the Cuddle brand, but the label will be called “Doing It Records”; so “Doing It” is the kind of brand I want the label to have.

RM: It’s really cool to bring a project like that and watch it grow over the span of a few months.

WC: It’s kinda cool. I don’t necessarily see the growth when it’s like… It’s like when you lose weight, right, you don’t see it until somebody notices and tell you. It’s still a very slow process, but I don’t want it to be like we launch it and it blows up… Well I do, but I much rather it grow and each record becomes bigger and stronger each release and people respect it rather than it blows up for one big release and all the rest are known to be not as good as the one. ]]>