“Dance music has been a tough gig for vocalists over the past few years” Gerideau, renowned clubland singer, sighs. “It’s been a struggle; it’s not been easy for dance vocalists to develop any kind identity. Traditionally, the DJ or producer has reigned supreme.”
Gerideau is a striking exception to the rule. The New Jersey-based artist, and his highly distinctive eight octave range, first rose to prominence in 1993 with Blaze-produced house anthem Take A Stand For Love. Major DJs were still hammering it months after release, whilst a wide range of labels rabidly chased down the global licensing rights that would ensure its status as worldwide club hit.
The record’s subsequent crossover success, via a re-release on London Records, paved the way for subsequent Gerideau hits such as 1994’s Bring It Back 2 Luv, 1996’s Let The Sunshine In (produced by Mood II Swing) and 1998’s immaculate George Benson cover Masquerade.
Gerideau
“I think I’ve continued to stand out because I have such a distinctive voice” Gerideau explains. “And then there’s the gospel. I’d sing as a youngster every single Sunday for years; that gave me experience, technique and passion. I’ve travelled far.”
Many house vocalists can’t say that. One could cynically yet confidently argue that too many song-based soul-house tracks still plough the same lyrical furrow and leave their vocal contributors without any kind of identity; indeed, a record’s only hallmark being the beats of the assigned producer.
“Singers have tended to blend into one another” Gerideau nods. “It’s ironic that vocalists contribute to so many dance records each year but if they’re not careful with their choices then they become invisible.”
Gerideau would point to digital, however, as a real turning point. The rise of social media has for many singers saved careers. “Where artists couldn’t be heard, now they can” Gerideau explains. “I mean they even get to run their own labels; it’s them - not the producer or remixer – getting noticed; it’s why we set up Axiom Studios.”
Axiom is a full-on multi-media operation incorporating label (Axiom Vault,) online TV studio, recording and entertainment space. The company’s versatility has allowed Gerideau and partners to promote a wide range of talent from New York’s Tri-State area internationally.
A gradual re-evaluation of singers by dance labels is also starting to make a difference. Up-and-coming chanteuse Yasmeen believes traditional singing contracts are re-appearing for the right artists. “I’m working on my own studio album with the Strictly Rhythm and Defected guys, and they’ve been great letting me find my style and image” she offers.
Yasmeen
NY-based Yasmeen was signed to MCA at 18 on an R&B tip but bitter label politics overshadowed proceedings, prompting a couple of gap years ‘Off Broadway’ in musical theatre. Whilst touring, a fellow cast member suggested writing tracks together and Glad I Found You was born; a track that would soon end up with Blaze, earn itself uptempo remixes, and then fall into Defected’s lap.
“That record with DJ Gomi and Louis Balo opened a lotta doors – the stuff with Studio Apartment and then for Strictly – namely Ready Or Not with Copyright and the track Gone. Today, I’m nearly finished working on my album and am real excited about the future. I like different styles and try to challenge myself so that my songs sound different from one another. I can’t wait to get the album out!”
The final word is with Gerideau who, himself, has new material on the way: “I’ve a new song Day In The Life Of JoJo due out shortly with Matthias Heilbronn. It’s the best thing I’ve ever done. I’m also planning shows and other Axiom releases; it’s the right time for me to return.”
For singers in general. Industry soothsayers talk about 2010 being the year of big vocal house, and that will suit clubland’s tonsil talent – both new and established – down to the soulful ground. Maybe now singing will mean winning….
Gerideau and DJ Manny D’s cover of How Much I Feel by 70s disco group Ambrosia is out on Axiom Vault now
Words: Ben Lovett
