Alex iM!X to the max!

Alex iM!X to the max!


Alex iM!X to the max!

Latitudes Team

14 September 2018

40-something Russian music junky, Alex iM!X does music direction and consultancy, artist bookings, organizes events and much more! Since 2013, Alex has been working with the entertainment department of former Ku De Ta Bangkok that was rebranded as Ce La Vi and recently changed ownership and became The Club at Koi, where he now organizes the monthly Starlight Saturdays.

Dedicated to bring quality music to the big mango, Alex also has a couple of side projects for the sake of fun. The first one is a collaboration with his awesome wife & talented art photographer Olga Volodina: former Studio uniQ become Art.Mosphere, a series of events mixing art, performances and non-mainstream music.

The second project, that he started together with DJ Superstar Panda around one and a half year ago, is called Friends Of Friends Bangkok, a community-building structure focusing on friendship, good food, good music and good vibes.

Alex, you stand for quality music, what drives your choices in booking an artist?

Nothing but my personal taste. I have started to listen and collect music consciously since I was 12-13 years old and I guess since then I’ve trained my ear to find some good stuff.
For me, it’s not a money-making business, It’s a labor of love.

What are the worst difficulties you encounter in doing events in Bangkok?

Nowadays Bangkok is oversaturated with venues and events. The most difficult thing, from my point of view, is to find a loyal audience who will follow you and support your gigs. People here are spoilt for choices, they are used to all these “free drinks” & “free entry” marketing gimmicks.

Also, there ain’t so many discerning music listeners, and the average Bangkok clubber is not ready to percept anything beyond mainstream TOP40/EDM garbage… It makes it very difficult for promoters to organize events with interesting but lesser-known artists.

If you could book anybody, dead or alive to set up your dream line-up and/or band, who would you choose?

I find it quite difficult to answer such questions, there are too many great artists from different music genres and times that I’d love to listen to live. If I had this chance I’d probably have chosen to listen to those who already left this world: Beethoven, Chet Baker, Miles Davis, Fela Kuti, Curtis Mayfield, Nina Simone, Ustad Alla Rakha & Ravi Shankar, Gil Scott Heron, Arthur Russell… If we talk about DJs, I’d like to listen to the pioneers: Larry Levan, David Mancuso, Ron Hardy.

When not at the club, where else do you go in Bangkok to listen to good music?

Unfortunately, I cannot go out often but if I do I go to Smalls, Studio Lam, 12×12. For louder sound and international guests, I might go to BEAM, De Commune, Glow or Whiteline, but it really depends on the program of the night.

The festival you are going to attend this year?

In Thailand, Wonderfruit is an obvious choice. Equation and Quest in Vietnam look very interesting too and I hope I will be able to go there.

Your best memory of a gig in Bangkok?

My first event with an international guest I made in Bangkok – I brought Peter Kruder at then Ku De Ta! I invested all my savings in that booking and was nervous if I can make it back, luckily It went very well and we had a great party. The recent events with Fred Everything and Art of Tones (Editors’ note: so did Latitudes!)

Finally, what is music for you?

Music is a universal language. It speaks straight to your soul and everyone can understand it, even animals and plants. Music is a perfect companion for the times of joy and sadness. As Nietzsche said: “without music, life would be a mistake.”

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