Kindergartens, Playpens and an awful lot of Toys.

Alright, so you can look down this page. You can see it’s a lot of words so let’s be straight from the beginning. No one but no one reads large amounts of text off net pages – I know this because I don’t. You could of course not bother; you could simply sit back and say all the information in this article will eventually filter through to you one way or another. Don’t bother taking this article in to work; it would be a totally waste of your company’s time and money for you to secretly print it out. We really couldn’t condone you sitting slacking off reading when you should be working for that boss who was so damn generous in giving you that job in the first place. Don’t do it. Don’t even dream of printing off multiple copies and handing them out to your friends. For God’s sake think of the economy…

You hear a lot about “the meme” these days, so what the fuck is it? A meme is essentially an idea, but it behaves like a virus. It tries to latch on to your psychic je ne sais quoi, which is a trick usually performed in the simple manner of you actually liking the idea. You then become infected with the idea and like a little ideological Typhoid Mary you then go round spreading the contagion, making the unaware, aware, and making you one of those in the know. And you know, when you’re in the know, those not in the know, want to know the know. So why am I telling you this? Don’t worry about that. Just take this idea and like a pebble you found on the beach - stick it in your pocket. When you’re down the pub later on, you’ll reach for your change when you finally dain to buy a round, and feel it there, and remember…

So who are Kidology and what are they about? As far as I can see they’re primarily about the music. Mark Wilkinson, the Head Honcho who reminds me a little of Mark Curry, has been a DJ and producer for quite some time. His Kidology record label running for a quite some time and Mark has played alongside some of the great names over the years. I could throw around names like Renaissance and Sacha. I could use a bunch of empty adjectives here. I could throw you terms like ‘fantastic’, ‘dynamic’ or something a little more avant-garde like ‘splendiferous’ – but these truth is what Mark’s about is quite simple. The music. House music. Like House music should be. There’s simply no point me bigging it up. Marketing people like to polish up turds, but when faced with a drop of pure gold there’s simply no buffing required.

His fiancée, Alexandra, or Alex for short, is the other side of the club night. Alex is the head girl of the neon schoolgirls otherwise known as The Kidettes. I suppose I’m going to have to tell you what a Kidette is and what there about. Just on the off chance you’ve been hiding out on the moon for the last 12 months. In case you’ve been bothered with actually doing your job instead of browsing the ‘net looking at the myriad host of pictures, exploding with colour and dripping with glamour. Yeah right, and I’m not a lazy hack wannabe who publicly dreams of fame, fortune and fellatio because I secretly hanker for all male afternoons down isolated country real ale pubs.

So, and not for the last time this decade I’m going to describe to you just what the fucking fuck a Kidette is.

The Kidette is a young female creature bought up with naturally in a highly glamorous environment. From a young age these females show an intense aptitude for partying, fun and high jinks. The Kidette is found in her natural group called the Kidology party and she can be spotted amongst the rest of the fun frolicking females with her bright neon coloured plumage - a harking back to the Eighties when people were just so much more expressive but unappreciated. The Kidettes swarm around the Kidology party and have the most peculiar effect on the other girls there. As seen in ordinary club environments so often there’s a slight friction between females looking to display their smiles and beauty, but not with these young ladies. They have a most peculiar effect, they make the other girls want to dress up like them and have fun too, something we see with other female species such as the Hardcore Vixen and the Hard House Cyber Babe, to mention but a few… However these Kidettes have managed to sustain and build a community in the funky house world… Where other species have simply failed in the past…

Tonight, I’m meeting Mark, Alex, Mooi, and the rest of the Kidettes in Norwich. It’s hardly the most glamorous of locations and it’s made worse by the fact that the hospitality trade has suffered since most non Locals believe every single hotel to be populated by a moaning Geordie and Alan Partridge. Coogan’s done no end of good for the hospitality trade round here. They’ve actually chosen one of the more up market hotels down by the river, but you’d not be blamed for thinking what the fuck.

We actually meet up primarily in the gig venue, which is at Pam’s House, Norwich’s most popular dance night tonight. Mark and the crew have been hard at work putting up décor in the club and it looks pretty good. We give a smile and a handshake and I get to kiss all the girls, they’re so very open and tactile. We get in the cars and head back to the hotel. Mark zipping first and the rest of us following behind. The hotel is down by the river and is a non-descript average affair. By the time myself and Roscopio (the DSI ace Pro Spotter I’m down with tonight) get to the table, we’re greeted by the entire Kidology crew sitting round an oval shaped table.

I think to myself at this point, I’m not just going to be doing an interview. The crew want a show. They’re all part of Kidology so I guess Mark wants them all to be part of it. I’m not used to interviewing in front of a crowd but it totally appeals to the showman side of my nature. If anything, it’s going to make the interview better because there’s nothing I love more than sitting down in front of a gaggle of beautiful girls and showing my skills as an orator and showman. I’m fifty percent John Snow, and fifty percent Phineas T Barnum. I chose the seat I want, next to Mark and Alex and the space is made for me. I press record and we start the interview…

So here we go with the questions…

1) If you had to write a CV for your Dance Music credentials what would you put on it?

Mark: CV for my dance music credentials? That’s a very interesting question… (He says… stalling for time, then Mark looks quizzically up to the left side of his face and then exclaims) I’m a grafter; you’ve just seen us, down the venue already, putting up the décor, getting everything ready. I started with the passion for the music but it’s all become so much bigger than that. It’s not just a case of me turning up and playing some records any more. We’re about so much more than that, it’s now about a whole movement of people turning up and enjoying the party.

jacK: And you think that’s come from your passion and your energy?

Mark: I’ll tell you exactly where it’s come from. It’s come from my knowledge and experience of working on this scene for the last 20 years. Alex has come in and provided the visuals to go along with that. It works together.

Alex: So what we give you is the complete package. You get so much more than the music. What we give you is the experience.

Mark: There are so many club nights now that you just turn up and it’s like two fat old DJ’s…

Alex: So many promoters think they can charge fifteen or seventeen pounds for DJ’s just playing the same old records you can hear just about anywhere. You have to give people something extra for their money now. There’s so much competition out there. Clubbing should be a full sensual experience. It’s not just about what you hear.

jacK: So already I’m getting a sense that Kidology are very different from everything else out there. I’ve been to lots of nights where I’ve felt disconnected from the DJ on some stand fifteen feet up…

Mark: Well, we never planned it like this. It just happened. We started off with Alex and Mooi and a couple of other girls, friends of ours, so four girls did it together at our first big party. And it’s just GROWN…

Alex: Yeah, because apart from Hard House and the Harder dance, there isn’t really a female driven movement out there. Hard House is very female friendly, with the dance troupes, the female DJ’s, you know, all the girls dressed up in their little Cyber outfits. Apart from that there isn’t anything going on which is female led.

Mark: It’s come from the Music. I’ve always played music to keep girls on the dance floor. You get the girls dancing, then the guys will be there anyway and you’ve got a great party. I’ve always been about that an Alex has added the extra, and it’s just blown up.

jacK: I’ve never thought about it before but it’s strange that girls don’t want to go to a club full of boys in hot pants and bright colours, dancing wildly to the music…

Mark: That’s because that would be a gay club, jacK. (Riotous laughter all round) Loads of blokes will go there. That’s cool, they’re fun, they’re doing their thing and I love them.

jacK: I guess that the Kidettes going out there and doing their thing, acting wild, gives other girls in the club a license to behave in the same crazy cool way?

Mark: I’ll tell you what it is, girls are looking at the pictures and saying I want to be part of this, this looks like fun. They’re not looking at it going “who are they?”…

Alex: That’s why the girls always look sexy but cute. They don’t look like they want to steal your boyfriend. You can talk to us, approach us, ask us where we got this or that. We’re not about standing there in stockings and suspenders and making you jealous as your boyfriend eyes us up. We’re not about being tarty, or having attitude or any of that.

Mark: This sums it up perfectly. We had a message on Facebook from some girls in Birmingham who said “we’ve never actually been to your party, but we absolutely love the Kidettes, and Kidology. We went to a friend’s party and we dressed up as Kidettes and here’s a photo of us”. Suddenly you sit back and think “we’ve got something special”. People seem to just love it. This in Norwich is our first night on our tour but we’re going all over the place. Of course we’re going to Ibiza, but we’re also going to Scotland, Russia, Brighton…

jacK: Oh yes, they’ll love your act in Brighton…where’s it going to be held?

Alex: Yeah, they’ll absolutely love it. The bright colours, the flamboyant party… It’s going to be held at the Honey Club.

2) You said something a moment ago. You spoke about sitting there with a photograph and smiling on the inside. Was there actually a moment before that when you realised that you had a real winner on your hands with Kidology?

Mark: The moment for me was when it was just the four girls, Alex and Mooi and a couple of girlfriends at the first few parties. Then by the third or fourth party, at the Cross, maybe by July 2007, I saw girls turning up to the party dressed as Kidettes that we hadn’t asked to, and we didn’t know. Then suddenly it went from four girls to twenty-five very quickly. Even then, more came. Suddenly Alex and I are like “who’s that? We don’t know but she looks brilliant”. Girls were buying in to the visual aspect of the party. Like I say, that was July just gone.

jacK: So you’ve got a dance night and an act that’s been grown totally organically. Like something you haven’t even put that much thought into, almost like you’ve accidentally stumbled across the winning formula?

Alex: It’s got so much to do with the Internet too. Like all the photos on Dontstayin.com, it’s been invaluable to us. It gets put up so quickly, everyone’s got access to it, can get to see what’s going on here.

Mark: Yeah, people being able to see what the parties are like, people smiling, people having fun, and the guys as well. We’ve been so fortunate as if you have a party full of women, you can suddenly have untold guys turn up because they think they’re gonna be able to get with all the women. Actually at our last party in Pacha, we had a thousand people and we had more women than men. They’ve got a clicker on the door for boys, and another one for girls, so we knew that for a fact, but to me that’s unheard of! Usually it’s a seventy thirty split in the favour of men.

Alex: It’s the only place where you can go and see girls surrounded by other girls, dancing, happily without giving each other the once up and down look, like who are you?

Mark: We had fifty Kidettes at this party and they all got on so well together. You know as well as I do that when you get large groups of girls together it can get a bit catty…

Alex: But this so didn’t. It was like all girls together, “you look so nice” and “can I borrow your mascara”

Mooi: Can I say something?

jacK: (Laughing) Of course you can.

Mooi: When people dress up for a party, be it a seventies night or fancy dress night, as an animal or as a famous person, as soon as you put that outfit on that’s different from who you are normally, you almost become some kind of alter ego. That’s what it’s about, having the freedom to be what you want to be and do what you want to do. It’s not about being pretentious or that you have to be a certain someone to be in a club. When people put those colours on, the rainbow is reflected off of them…

jacK: So it’s almost like giving people a playground where they can be who they want to be?

Mooi: Yeah, that’s what it’s about. You can get away with stuff in Kidology that you simply couldn’t do anywhere else…

Mark: I’ve never been too serious, I’ve never been too heavy about music. You can go to some nights and they’re full of people scratching their beards. I enjoy what I do, I love what I do, I want people to have a good time and I want them to have as much of a good time as I’m having.

3) Right, my next question is a bit more of a fun question, and some may consider it a bit cliched, but I like it… So this is between the two of you… (I point to Alex and Mark) So which five famous people from history would be at your ideal after party?

Alex: Do they have to be alive?

jacK: They can be alive, or dead, or anything you like, even made up people if you want…

Alex: Lady Miss Kier (The lead singer of Dee-Lite, famous for the hit “Groove is in the heart”) Betsy Johnson, the fashion designer, Gwen Stefani….

jacK: Gwen Stefani! She’s very cool. I really like Gwen Stefani.

Mark: Yeah, we’ve just been to see her in concert. It was really good.

Alex: And Devine, Peaches (not Geldof!) and Ru Paul. All these crazy clubbing celebrities from New York in the early age of club land. All those kind of guys that would be so cool. We’d have to have some of them at the party.

4) How would you explain Kidology to an insane suicide bomber intent on blowing up your party and all of London around it?

Mark: That’s one helluva question…

Alex: I’d be like “have you seen the Kidettes?” Get the Kidettes over to convince him otherwise and then take him out for Paintball.

jacK: Alright then, without being facetious is Kidology the answer to world peace?

Mark: (Grinning like the Cheshire cat) God, yes! Next question…

5) (I’m still laughing at Mark’s audacity) what was the inspiration for Kidology, where did you get the original ideas from and how did it evolve?

Mark: I worked in “Problem Kids” which was a production outfit with Rocky. I then went on to work with Paul Jackson under the label “Kid’s Stuff”…

jacK: So there’s always been this theme of kids?

Mark: It’s from Ashley Beadle really, we were just dicking around in the studio and he said to us, “you two are like a pair of problem kids”. I think he had the hump with us!

jacK: So it’s just from one thing Ashley Beadle said to you?

Mark: Yeah, Paul Jackson finished with the “Kid’s Stuff” label years ago, so I needed my own brand. Something to stand out on my own. Now I’m a Chelsea supporter, apparently a few years ago Alex Ferguson said “I think Chelsea are going to win the league this season” - the Chelsea managing director said “that’s just Kidology”, so I was like “I’m having that!” and that was that. I’ve now been running the label, everything associated with it, and a couple of nights round London for around 5 years. It’s only in the last year that…

Alex: It’s only been in the last year that we’ve decided to really go for it. Before we were just doing smaller parties here and there, it was only when we decided to do the Cross that we decided put something else into to make people come. It’s the little things as well that we do like bringing inflatable and handing out lollipops and sweets.

Mark: You look at all the noise on DSI around our night. Like b0 and the girls really wanting to be Kidettes. You don’t get that kind of excitement just from a couple of old DJ’s coming up from London just to play a set.

Mooi: Also if you look at clubbing, then people love to dress up. So people can come into an alternative club environment and have the freedom to do and wear what they want.

Mark: One last thing I’d like to add about London is that in London people can rarely make the effort. London can be very normal and conventional at times. We became very sick of clubs that were playing no stop minimal house music. You know, just like a kick drum “dong dong dong dong dong”, I was playing for Renaissance and the likes, but I was running out of places to play.

Alex: And all these nights are being described as “Dirty, Filthy, Nasty, Wrong…” and I’m like I want to feel cool and glamorous and wear my false eyelashes, but you couldn’t do that, you just had to go and stand at parties like “what is this?”

Mark: Exactly, so we just really wanted to do something that reflected us.

jacK: Yeah, because I’m an old school clubber and I can remember when I first started clubbing. It was such a release from the Ritzy style nightclubs that were all about pulling and getting drunk. You really valued going to a house club, it was so different from anything we’d had before. As younger generations came onto the scene they didn’t value the new kind of clubbing so it’s like the circle has become full again. Now you’re finally giving us something to go out and make an effort for. A club night to actually get excited about for the right reasons, just like back when house music clubbing was fresh and new.

6) Can you tell me why, do we build castles in the sky?

Alex: Easy, we’re running out of real estate on the ground!

(Everyone starts laughing)

jacK: That’s actually a pretty great answer

Mark: Yeah, short and simple, we’ll stick with that.

7) Alright Mark, this one’s just for you… If you could fight any other DJ on the dance music scene, who would you fight and why?

Mark: Shame it’s not Promoters! There are a lot of them… That’s a great question, a really good question in fact… (you can see Mark both scrabbling around for time here and also that political answer) Alright then, maybe me versus all minimal DJ’s. Stick me in a ring with a bunch of minimal DJ’s and some boxing gloves and we’ll have it.

8) My next question is also a bit of a funny one. What are the chances of Kidology producing a house version of Rick Astley’s “Never gonna give you up”?

(This question has a strange effect on the Kidettes round the table. They immediately become infused with the idea and Mark, like the father on the favoured daughter’s birthday party when she asks him if she can have a tiger all of her very own, takes a little bit of patriarchal control…)

Mooi: WE LOVE RICK ASTLEY! Eddie’s (Eddie Kid) has remade the video for this! (Mooi proceeds to sit talking to the rest of the gang singing her idea of the loops that would make the house track.. Never gonna give, never gonna give, never gonna give, you can tell the idea has caught the imagination)

jacK: Are you Eddie Kid, as in the Eddie Kid, keyboard player with “The Streets” ?

Eddie: Yeah, that’s me…

jacK: Well, I’m actually really pleased to meet you. Read your profile page on DSI the other day. (Eddie looks stoked that I’ve bothered to get to know a bit about the substance behind the Kidology personality, and beams a big smile at me) Now come on Mark, this is a serious question. It’s a big tune, it’s a fun tune, and it’s from that period in the Eighties that’s coming back fast into fashion right now. You’ve got the video with Eddie, so why not remake the tune. It could be the big tune of the summer, and you could be paying me a 5% royalty…

(At this point there is riotous laughter from everyone. I see my opportunity and cry out for a pen and napkin and try to write an informal contract for Mark to sign…)

Mark: It’s a great tune. I’m not ashamed to say I like pop music, after all its popular music hence the name “pop”. I like Eddie’s stuff in “The Streets”, its good music, well produced…

jacK: Get to the point Mark, would you do it?

Mark: No. I read in the paper that “they” are re-releasing the original, based on all this stuff on Youtube. Would I even consider using a Rick Astley sample in a house record? Absolutely not. It’s horrendous. I’d work with him though, if he wanted to come out of retirement and do something with me I’d consider it. If you’re reading this Rick, then me and Eddie Kid from “The Streets” want to make a new tune with you.

9) If Kidology was a country would you withdraw from the Chinese Olympics?

Mark: When we got the London Olympics Alex groaned (Mark this time return aced me with a wonderful sidestep and delivery of the response) We’re not into the Olympics, all that running round, jumping over things and throwing things about. I like the World Cup.

Alex: I like Curling! With the little brush!

jacK: So Kidology would withdraw from all events in the Chinese Olympics save for the Curling, because you like the little brush?

Mark: Yeah, but we’d have a Kidology team in the World Cup.

Alex: Err, no…

Mark: Oh yes. You could do the kit Alex, although we’d probably end up playing in West Ham colours! Actually they could play in tangerine and turquoise, can you see that? Tangerine and turquoise?

jacK: And perhaps a darker blue to offset against the turquoise?

Mark: (Can barely contain his laughter at this point)

10) Here’s another for you then Mark. If you had to give one piece of advice for an out of London 21 year old promoter, what would that be?

Mark: Don’t be a dick and everything will be alright. Actually, that’s from another situation, when I got engaged to Alex a mate of mine said “Well done, you’ve got engaged” now don’t be a dick and everything will be alright.

jacK: So when are you getting married?

Alex: We don’t know yet other than to say we’re gonna be having the wedding in Ibiza and Danny Rampling will be playing at our reception.

jacK: Danny Rampling? Where’s he been for the last 10 years?

Mark: He’s been around, he retired and then he started gigging and that again.

jacK: Is he meant to be the DJ featured in that film, you know “It’s all gone Pete Tong”

Mark: I only actually saw that the other day, I was actually well impressed by it and thought it carried an important message. I always wear earplugs when I’m DJ’ing now, it was actually quite horrible to watch this guy’s hearing disintegrate, but anyway back to the question in hand. What was the question? Oh, yeah, one piece of advice. Well, I’d say one piece of advice I’d give to young DJ’s is get to know a few local promoters, and hang out with them. The amount of people who send us CD’s, they just like send us an email, “can I have a gig, can I have a gig?”. Now the CD could be great, could be average or could be awful - if we got a chance to listen to it. If you come down to the party, if you show your face, dance on the dance floor, show that you understand what it is we’re doing, you’ve got a lot more chance of getting a gig!

Mooi: Yeah Mark, you said that to me the very first night you met me, always have one of these in your pocket and you pulled out a bunch of CD’s.

Mark: I did! When the boot was on the other foot and I was DJ’ing for other people - because I’m in their party, showing that I enjoy the party, showing that I love the music, then people want to know you. It’s how I got in with Renaissance. By being out there, on the scene and being positive. There you go. The message!

11) Another… Where do you see, or what do you want, for Kidology over the next 10 years?

Alex: (She knows exactly what she wants so Mark doesn’t even get to draw breath on his answer at this point) Hed Kandi is a good role model. They started with a female-lead visual aspect (the famous Kandi Girl illustrations by Jason Brooks) and a female-friendly sound. They have obviously grown into a clubbing goliath, a full on brand. How amazing would it be to have a "Fly Kidology" plane going to Ibiza or a "Kidology beauty lounge"? How awesome. People can think what they want about Hed Kandi,that they are cheesy and what not, but they are a true trailblazing club-lifestyle brand....and there aren't too many of those out there!

Mark: We’ve already got our own line of merchandise coming out.

jacK: What have you got? Beauty products? What are we going to see?

Mark: Kidology bags, bikinis, I-pod covers, little Kidology necklaces, you know.

Alex: The actual kind of stuff you’d like to spend your money on, you know…And stuff you’d want to wear. You get so many free, ugly oversized t-shirts from promoters that just end up in the pyjama draw.

jacK: So do you think that Kidettes will transcend Kidology? Do you think that we’ll see Kidette like acts springing up all over the place?

Mark: People will always try to copy a good idea, or rather attempt to, but they won’t be able to be as good as the original. Because essentially being a Kidette is an idea that exists in Alex’s mind. As far as the rest of it goes, as DJ’s, me and Eddie and the rest of us only DJ at Kidology parties, and the Kidettes are only at Kidology parties… We’ve got a tour of seven dates coming up in May, and that’s going to be the Kidette girls and me, or Eddie or some of the residents. When you consider what we’ve done in London in one year… I believe people have grown quite tired of the Hed Kandi style and look of clubbing, it’s been rinsed out. Kidology has a face, it’s all of us people round this table, Hed Kandi and some of these other brands don’t actually have a face. We’re based upon reality, we’re based upon people. You come to the parties and you see the girls, you can get to know them, get your picture taken with them, we plan to take that round the country. When you’ve got those faces and people recognise the Kidettes, then that’s something that can’t be copied. Like I say we’ve got seven club nights in May, we could have ten club nights by June, and twenty by December. Eddie’s become a DJ with me because he understands the music

jacK: How exactly did Eddie become a DJ with you?

Mark: Through Dontstayin.com. He sent me a private message on there. I mean, I’ve always enjoyed “The Streets” and Eddie came down to the studio and played me a DJ mix and I thought “this guy knows exactly what I want to do”. After all, if I’m running 20 parties at Christmas time then I can’t be at every single one, but I trust Eddie to take care of the music, just like Alex trusts the girls with knowing exactly what to do, and to go out there and spread the message.

12) I’ve got two more questions now, so hang on. One’s a bit more serious and the other one is a bit more of a joke. So if Kidology was a single bloke in London and wanted to write an ad for a lonely hearts website what would he put in it?

Mark: Colourful, flamboyant, good looking (Mark suddenly realises where he’s going with this and starts laughing) basically he’d sound like a gay bloke. (Everyone starts laughing)

13) Last one then. Can you tell I wrote this list of question in 15 minutes on the back of a box of Marlboro Lights?

Mark: You bastard! No, absolutely I couldn‘t. To be fair you’ve got a pretty exciting imagination, I’ve really enjoyed it. I’ve never really had an interview like this. It’s been a hell of a lot of fun.

jacK: Well of course I didn’t! This has taken a lot of preparation because it really matters to me to get this right.

Alex: Yeah, this has been fun.

Mark: You’ve done really well. It’s been really exciting sitting down having this interview with you. Thank you so much jacK. Enjoy the show tonight.

So then it ended. I came away from the interview feeling that finally I’d seen someone with something different to stand against the grain of the formulaic, safer London nights which simply go straight for the wallet with their conventional girls in sunglasses and relay teams of boys heading off into the toilets. Mark and I sat back looking happy and satisfied, and the interview has been an experience as opposed to a bland University media studies going through the book of standard DJ questions. I sneak off and call up John Brophy (know to you as the mighty JohnB-DSI). “I’ve got the bollocks of an interview John…” and I proceed to tell him how well it went. Of course, he’s excited, I’m stoked to bits with this work. I’ve seen every end of the dance market from the high rollers to the bottom of the line crunchers.

Of course, the proof of the pudding is in the eating. You’re no doubt going to be reading a thousand and one Kidology reviews and views over the next few years. You’ll probably be listening to the Kidology mix CD next summer and you’ll no doubt let your wardrobe become that little bit more ephemeral with a few items of shocking colour to offset the tribal dirt colours which have come to dominate over the past few years. I could go on and on about what happened when I actually went out with the Kidettes for a night out, which of course was my next natural step. So I’ll sum it up in one simple phrase for you… Get out there and see it for yourself.

Sometimes you feel like you’re seeing a rehash of a rehash. It’s Dukes of Hazard redone with big name Hollywood Stars, or the A-Team, and it’s simply never as good as it was because the moment has gone. All those things you associate with the past are trampled on, and some things are best left as memories. Then there’s those things that are new, those things that grow like little flowers in the cracks in the otherwise grey concrete of safely marketed pap. New ideas and new visions that aren’t controlled and contrived by marketing men or advertising princesses, stuff that grabs the social consciousness and embraces the moment. You get where I’m coming from? You’ve got Kidology.

Oh, and one last thing. Remember that pebble you had in your pocket? You know, the one you put there at the start of this journey. Like when a club nights over and you find that folded fiver in the bottom of your purse or your wallet now’s the time you come back to it. Take it out, have a look at it, there’s something you never noticed about it before. It’s got a bunch of colours running through it, beautiful baby blues, hot neon pinks and lime greens. The pebble feels smooth in your fingers and you rub it between them, noticing an indention you’d not realised was there before. Turning it over in your palm you notice it’s the letter “K” in beautiful italic script. You’ve just got the meme.