One of the world’s freshest and exciting new Hard Dance brands, AWsum, is fast approaching its 3rd Birthday! Label Owner and Hard Dance Hero Andy Whitby gives us an insight into an AWsum year, including AWsum album news and what we can expect from an AWsum 3Sum!

Hi Andy, what are you up to today?

Hi! Today, I’ve uploaded my fidget mix to Soundcloud, plus all my older mixes – all available @ soundcloud.com - and started putting some ideas together for this weekend’s sets.

AWsum’s 3rd Birthday is fast approaching, what have been the biggest highlights in the history of AWsum events?

There have been some amazing memories from the past 3 years; here are some of my favourites;

AWSUM VS. KIDDFECTIOUS @ MINISTRY OF SOUND, LONDON
This was a special party for lots of reasons; the venue, the date (May bank holiday), and a line-up to die for, pitting the 2 hottest new brands in the scene. It was the perfect recipe for success and I remember standing in the raised section above the dance-floor in the second room and feeling proud of such an incredible event. We packed it out, and rocked it hard!

AWSUM @ ESCAPE (part 1), SWANSEA
The Welsh are crazy, there’s no doubt about that. I had always loved playing at Escape, a brilliant club with an unbeatable atmosphere. When we brought AWsum to town, something special happened and it was one of those nights that people still talk to me about, absolutely loved it!

AWSUM REMIXED @ HIDDEN, LONDON
I was excited about this event for a longggggg time. It was a concept I thought of where DJs would play different styles they weren’t known for…challenging them as a performer and providing something refreshing and different for clubbers to come and enjoy. The event was a huge success and people still ask me if we are going to do a follow up, which we are next year.

What have been the 3 biggest tunes from Awsum in 2010?

For me personally,

1) Andy Whitby & Technikal – Rumble
This has been a monster in my C.D wallet since we first wrote it. I am a huge UFC and boxing fan and had the idea when watching the fighters being introduced. A few samples and a long afternoon in the studio later; ‘Rumble’ was born!

2) Andy Whitby & Klubfiller vs. Cally Gage feat. Kyla – Everything’s Alright (BK remix)
The Original is a strong track, featured several times on Radio 1 and on a selection of compilations, but when BK sent his remix back I knew it was going to be something special. Uber clean production and a kick-back to die for.

3) AWsum All-Starz – 10 in 1 (Andy Whitby & Klubfiller remix)
We decided to revisit this trance classic because it was my favourite track when I used to go clubbing myself, spending wild weekends on the road rocking out at Goodgreef in Manchester and Godskitchen in Manchester. We toughened it up and made the kick back silly…lovely jubbly.

How are the AWsum music labels going?

Everything is rocking along at a frantic pace! We’re releasing some very exciting music across the 8 imprints and although it’s hard work to keep them all popping at once, having a great team of label managers working with me are making it possible.

Last week I finished off the rest of the years releases for AWsum, AWsum Funk and AWsum Bootlegs, with the other labels not far behind. We’re really looking to close out 2010 with a bang!

You played at lots of big festivals and big shows over the summer, what were your 3 favourite shows and why?

The summer was flat-out crazy this year, so many great festivals and feel-good vibes, it’s hard to narrow it down to just three, but I’ll try…

1) Dance Valley, Holland
Peak-time, HQ Arena…I knew I’d have an incredible time but this really was something special; packed out tent and mind-blowing reactions from the Dutch crowd!

2) Escape into the Park, Swansea
EITP has been my favourite festival every summer for the last 4 years, so I knew this was going to be an amazing afternoon; it didn’t disappoint. The Welsh, as mentioned earlier, really know how to rock out HARD, I love performing for them.

3) Creamfields, Liverpool
It felt good to be returning to the biggest festival in the North! Even now, weeks later, I’m still getting messages about my set. The crowd were going insane, the sun was shining; it was a perfect moment.

You have also been jet-setting around the globe, what has been your best country to visit this year?

The funny thing about playing all over the World is people back home always say the same thing; ‘do they like hard-dance in (insert country name here)’…and to which I say ‘they sure dude, they love it!’

My favourite this year so far has been Canada, which I visit every 6 months and gets better every time. Ask me again in 2 months as I would have just got back from South Africa, Spain and Sweden.

I hear there is an AWsum album in the pipeline, can you tell us more?

Regarding the AWsum album, there is indeed! It’s the natural progression when releasing such a large quantity of music to release an album of the biggest and best moments.

We are aiming for a March 2011 release and the concept at present is double disc with C.D 1 being mixed by myself and the second one by each of the label managers mixing together 3 tracks from their imprint. It’ll let us showcase a full picture of what we’ve been doing on the music side of the brand.

There are some very special sets planned at this year’s AWsum 3rd Birthday, what sets are you most looking forward to seeing?

Cally Gage vs. Adam M for 3 hours is going to be very special indeed. Both are super-tight mixing stars of the scene and both have a great respect for one another. I can’t wait to see them rock it out!

I’m also really looking forward to seeing the NUsum DJ comp winners, especially as I’m getting so many entries…it’s inspired me to start putting together an entire event early next year for NUsum DJs in London. More info on that soon!

What would you say to someone who was thinking of missing out on the birthday event, why is this event going to be so special?

It’s going to be special because it is a party created and hosted by someone who lives, breathes and sleeps hard-dance. I was a clubber for many many years before becoming a DJ and understand what people look for in a strong event and what makes a great night out.

It features an exciting and refreshing line-up, with sets not seen before and also gives people to see some of their favourite acts for longer than an hour slot they are used to. Playing longer lets an artist showcase a much wider spectrum of their style and music tastes, I for one love playing 3 hour sets!

Finally, it’s our 3rd Birthday event, and based on the previous 2 it’s going to be a sure-fire winner! Hidden has undergone a lot of change in the last few months so I’m really pleased to be hosting the event here, all 3 rooms have their own personality and feel and packed full of hard music thirsty nutters I know we’re in for a top night!

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