Firing On All Cylinders

One of the world's most rated DJs, Sasha, is launching a brand new record label: Emfire. Designed to be an exclusive outlet for his productions, it will also focus on releasing tracks from like-minded producers and innovative dance music artists.

"It's been exciting getting back in the studio again after a hiatus," smiled Sasha. "I'm looking forward to using this new imprint as a vehicle to release my own music as well as signing great forward-thinking music from other producers."

With a focus on both vinyl and the digital realm, Emfire will have a particularly strong visual identity, thanks to the art direction of Insect, renowned for their cutting-edge recent work with Banksy. Each release will be colour-coded, corresponding to the numeric sequence in which they are made available.

"We want it to be simple, beautiful and collectable, particularly in terms of the vinyl," expands Sasha. The first release on Emfire will be co-produced by the legendary collaborative collective of Charlie May, Duncan Forbes and Barry Jamieson (known together as COMA).

This pseudonym will also be the title of the first release on the imprint, due in October. It will be the first in a series of three one-sided 12-inches, released on a monthly basis, and in addition will be available in digital format from all good online retailers. For more information, keep your eyes glued to www.djsasha.com for regular updates. With Sasha at the helm, Emfire are a label to be reckoned with.