Being one of the most prominent underground party promoters in the city, Multi Seoul is certainly no stranger to Chincha. We’ve featured several of their parties, mentioned their events on our weekly event posts, reviewed the Cakeshop club opening, and they joined us for the AWEH Block Party. These boys are constantly cooking up a new project or event, aiming it to be bigger and better than the last one.

We wanted to do a Shot of Soju interview with them for quite some time, and last Saturday we finally cornered Seb (DJ Rou Set) and Sam, the masterminds behind Multi, in the backroom of Cakeshop for a quick one-on-two chat. We spoke about the difficulties of choosing an artist for a Korean audience, their personal definition of the perfect night out in Seoul, and how they literally blew the speakers out one night because the party was just that awesome.

Chincha: What exactly is Multi Seoul?

Seb: It’s the common question, right? We’re party promoters and we organize events. We do local parties like Future Music Project. And we also book international DJs. We’re one of the very few local party promoters that book international DJs in Seoul. We bring them in once a month, if not more.

Chincha: How did Multi start?

Sam: Multi has a history before Cakeshop. We started in Korea about three years ago. We were a group of like-minded people trying to throw parties within a gap that existed in the scene. The gap isn’t so big now, but it was really huge a few years back.

We started with Tokyo parties, bringing in a lot of Tokyo DJs out here. Then we stated to bring in DJs we personally liked more and more.  We like all the DJs we bring over, but in the beginning a lot of the DJs we would invite were a bit commercial. But now we have more control.  We just grew from that.

Chincha: Does the taste of music in Seoul effect your choice at all when choosing DJs, whether they are local or international?

Seb: The biggest factor is whether we like them. If we don’t like them we’re obviously not going to bring them in. But we also have to take in account whether they’re going to be marketable in Korea. There were some artists that we really, really like but we couldn’t bring them out here. We could have probably filled out the club, but then people would maybe leave really early because it’s quite different. Basically it needs to have a balance between if we like them and if they’re going to draw a crowd that will stay.

Chincha: What music genre do you boys usually stick to when you’re in the process of choosing an artist?

Seb: It’s hard to pigeonhole because we’ve brought in guys that have really different styles. A lot of the artists we’re bringing in play a marriage of genres and sub-genres. Bok Bok, for example, plays a lot of music that’s influenced from Chicago, house, and the grime scene. And we had DubbleDutch here recently who plays Reggaeton and house. A lot of people call it bass music, but what is bass music? Because all different types of music have bass.

Chincha: I feel like so many different titles of music today are these new invention of titles. I remember when it used to just be rock or hip hop but now it’s something a bit more quirky or unconventional.

Seb: Well, it’s forward thinking. It’s not mainstream. It’s definitely not targeted towards a mainstream audience. It’s what they’re playing in the East Coast and London right now.

Chincha: What’s the connection between Multi and Cakeshop?

Sam: I started Multi a few years ago and I’m one of the partners here. So we run Multi parties at this spot. But even if I didn’t run Cakeshop, we would be throwing parties here.

Chincha: Would you throw parties anywhere else?

Seb: Not anymore because Cakeshop is perfect for what we have in mind.

Sam: I don’t know where we would throw parties, I know there’s a couple of good clubs but it makes more sense to have them here.

Seb: It suits our music so well, doesn’t it? There’s no place in Seoul that would exactly suit our music. We used to throw parties at Globe Lounge and that’s a great club. We actually had Bok Bok in there. And it was a great party, but it didn’t feel right because he plays such dark, underground music and Globe is very fresh looking, bright, and airy.

Sam: We blew their speakers out, put it that way. I had to bring in new speakers after that event. It’s just not set up for that type of party.

Seb: It really was a great night though. Bok Bok killed it.

Chincha: I’ve personally been to Cakeshop when Clara3000 and Daniel Wang were here.

Sam: Well, seems like you haven’t been here enough!

Seb: Those two are great artists, but they don’t exactly represent Multi.

Sam: They represent us in the way that we’re open-minded enough to bring them in because I honestly don’t think they would be able to play anywhere else in Seoul.

Seb: We push more of a grimier scene. The more ghetto scene. I hate to use the word ghetto.

Sam: Why?

Seb: I don’t know, I don’t like it.

Sam: I do, it’s a good word.

Seb: Well, what we do is a bit rougher. It’s not dubstep rough, it’s not aggressive. But it definitely comes from the darker side of dance. More urban styles of dance music.

Chincha: Who is your favorite international DJ that has come in for a Multi party?

Seb: Roska. He’s an old, UK funky, house DJ. It wasn’t a very busy party. It was a Thursday night. But he just kind of showed everyone why he’s the boss of the UK funk and house scene. He is so respected in the UK. He runs a radio station called Rinse FM, which is one of the forefathers that helped push every underground subgenre. He was there from the very beginning so it was really good to bring someone in like him.

Sam: Kingdom for me.

Seb: Yeah, I liked Kingdom too. I can’t even describe his music. It was the first time that type of music was played here in Korea.

Sam: I just liked that sound. Experimental and soulful. It was a night where we were doing things where we didn’t necessarily feel like we were 100% into it. And then I was just like “Fuck it, I want to do it this way.” That was the turning point of where everything Multi does is what we want to exactly do.

Seb: Yeah, it was the turning point. That’s why Kingdom was really significant for us.

Sam: I think some crews don’t ever hit that point. I think that’s difference for us. We’ve grown and evolved.

Chincha: You guys had Manaré for the big New Years Eve party. I was here for that and it was definitely a great night. Is there a specific reason why you picked him to be the headline?

Sam: It’s a bit of a long story. We were into the label he’s on, ClekClekBoom and we had French Fries organized a couple months ago. He’s the label head. But that fell apart in the last minute. We wanted to bring an artist from that specific label over – there were a few of them we liked. Seb and I talked about it and thought Manaré would be best. When it comes to New Years Eve, the DJ has to be interesting. Especially to come halfway across the world for one gig. And he wanted to do it too, so it just worked out.

Seb: He’s pretty eclectic and has a lot of experience behind him. Also, he’s signed to one of the best labels in the world, ClekClekBoom.

Chincha: Describe your perfect night out in Seoul.

Sam: Well, I hang out here all the time. [Laughs]

Chincha: Okay, perfect night out in Seoul is Cakeshop! It’s official. So what would happen in Cakeshop on that perfect night.

Seb: Personally, a perfect night for me would be if there’s an international artist and I’m lucky enough to play with them. It would be a full house and a great atmosphere. For example XXXY. Not sure if you were here for that, but that was a perfect night for me. I’m a huge fan of the artist; the feedback for him was great. The DJ was amazing. The whole night just kept going until really late – until 6 in the morning.

Sam: As a promoter, obviously, a busy night that has a good vibe and good music. It’s quite simple. Parties aren’t rocket science. There just needs to be a good vibe and everyone should be fucked up.

Seb: It doesn’t always have to be busy though. The DJ plays a big part. The club doesn’t exactly have to be packed for it have a good vibe. I’ve seen Cakeshop half as busy yet equally as rowdy.

Sam: Yeah, true. We’ve had busy nights, and I’m not going to call them out, but I personally didn’t think they were that fun. So it’s not about having the club packed.

Seb: There are a lot of different aspects that make the night.

Chincha: What is Multi Seoul’s New Years Resolution for 2013?

Seb: Just keep doing what we’re doing, but bigger and better. Pushing the underground scene and letting Seoul know what we’re all about.

Multi Seoul’s next event will be held on February 15th at Cakeshop so mark your calendars because it’s going to be a big one. They’re bringing in Glasgow’s champion DJ, Jackmaster. Stay updated .

Interview and images by . Other images courtesy of Multi Seoul. 

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