A piece For Oxford life and times magazine Obscene-
Matt Ford looks excited, like the kid in the sweet shop. Tonight he will be playing music for two of his friends to rap over. His CD’s are on sale by the door, he sits there, under t-shirts and huge posters with his name on, but no one rushes him for an autograph, no one reaches out to shake his hand. Despite no one knowing his face, they paid money to hear his music. Tonight he’s headlining the Mean Fiddler in London in support of new album ‘If You Can’t Join ‘Em… Beat ‘Em’. Tonight his name is DJ Format.
“Even with my name over the door, you know, like ‘Live! Tonight! Sold Out! DJ Format’, I don’t feel like a famous guy,” he says, sitting between regular conspirator MC Abdominal and relative new kid on the block D-sisive, before the show. “It is strange when people do ask for your autograph, it’s flattering, but very strange. I’m still the guy that trawls through record stores looking for samples; I mean, I see the people that inspire me as the famous guys. I love that people enjoy what I do enough to do their research, to find out who’s behind it. I hope as many people as possible know the name and the music but not me personally.”
There is a test. Every slightly famous person has their own slightly crazy fans. “I remember at a gig in Cambridge one guy was desperately excited at the water I was drinking”, says Format, “like ‘Vittel water, that’s great water man’. Times like that make you want to shuffle away quite quickly but it’s usually cool”.
His face might not be in the magazines but reviews of his albums and shows are. Even Kerrang and Rock Sound have run ads for this tour.
“We don’t get kids that are purely hip hop kids, we are attracting a wider audience and maybe the sound crosses over in places. And I think the performance from these guys is so lively unlike most hip-hop, I think we bring more life to a show,” says Format.
“What attracted me to working with Matt was the energy and the tempo.” Explains Abdominal. “I think the sound has an old school vibe but the content is not your typical guns, drugs and bitches stuff, there’s an everyday Joe element, that I really enjoy so it must catch other people’s ears too”.
“I hear something that is really different in what Matt does,” says D-sisive, “it means a lot to me as a fan of the music these guys have done before I turned up that the music that follows maintains that edge. People on this tour have been telling me it’s their first hip-hop show and I think the easiness of it, the element of fun, really helps introduce people to something new.”
This is Format’s second album and Abdominal has been rapping for almost 10 years, even if these signs of success don’t make them feel the slightest bit celebrity is it good to finally get some recognition?
Abdominal says, “If I was doing this for the money I would have quit a long time ago. It is nice to get that record label support, I mean we’re still not dealing in millions, but it helps and we’ve seen the crowds get bigger and bigger”.
Format reckons he would play to empty clubs and the proverbial one man and his dog if he had to. “I’ve done it for too long, doing things myself or with record label support, touring, recording, putting my stuff out there. This is all part of me now”. D-sisive feels the same. “I’ve given my normal life away to do this now. It’s either music or it’s telemarketing”.
“We don’t mean any of this to sound corny or cliché”, says Abdominal. “It’s just that the music is what we do”.
And they do it well.
The boys arrive onstage to no fanfare but the fun definitely starts as soon as they do. New songs like ‘Separated at Birth’ and ‘3 Feet Deep’ play well alongside the older material that everybody’s singing along to. Format providing non-stop, laid back, old school beats, drum heavy riffs and some clever scratching for his friends to work with. Abdominal and D-sisive don’t so much stalk the stage like you’d expect, rather stroll around introducing everyone to their party.
Format, Abdominal and D-sisive laugh and joke and perform all smug-faced like they landed the lead role in the school play but absolutely gracious with it. Highlights include a freestyle session that makes the club feel even friendlier as we laugh along with Abdominal’s great mistakes, the two MC’s shining through ‘I'm Good’ and witty new tune ‘Ugly Brothers’.
They close with a crowd-pleasing sing-a-long through ‘Ill Culinary Behaviour’ before the MC’s depart to let Format finish up.They lap up the applause until midnight when the house lights shake everyone into realising what time it is, then they pack up and move on. Tomorrow is another day, another town and another date.
Any famous last words?
“Not really. Like I said, I’m not superstar DJ Format with a thousand contracts to oblige, with hundreds of products to plug. Just thanks for listening”. So, Matt Ford is just a normal guy, like you and me, except I can’t remember the last time a thousand people couldn’t wait to dance to the next song I played.