James Yuill talks commercials, collaborations, and CD thievery

James Yuill talks to Jasmine Phull about yoghurt commercials, brand/band cross pollination and dreams of a certain Deutschland capital.

James Yuill has a sister. When he was younger he stole her Nirvana Nevermind album. It was the first record he remembers listening to. Not long after, Yuill bought his sister Earth, Wind and Fire's Greatest Hits before quickly stealing it ‘back’. It was the first album he remembers buying.

Sibling rivalry aside, folktronica musician James Yuill cannot deny his affinity with the aural delights and when his sister was fresh outta material, he was forced to create his own. The one-man band armed with a laptop, mixing decks and acoustic guitar has released four studio albums and is currently brushing up on his DJing skills. 

In 2010 you did a Guinness commercial. Does the dwindling financial state of the music industry mean cross-pollination is more than necessary? Did you have any qualms when collaborating with Guinness?

That's a good point. A few years ago, I think I would have been a bit anti the pairing up of band and brand, but as time has gone by, it's become more relevant to an artist's career. Firstly, it's a huge help for bands starting out. Wanting to get your music to a wider audience should not be frowned upon. Utilising a brand's presence in the marketplace is a good tool. I think deep down all bands and artists would love to have a career without the use of adverts but it can't be denied that it helps. Films and TV are slightly different as nothing is being sold and it's more about the 'kudos'. Having your track on film credits is far better than on a yoghurt commercial. With the Guinness viral, I had no problem at all. I've always been a Guinness drinker... well... not since birth!

In 2005 you started your own label, 'Happy Biscuit Club'. Is that imprint now defunct or just dormant?

I'm not releasing anything on it yet. It's always nice to have that option to release music yourself. These days it's an expensive process to do properly, so I'm biding my time. Maybe I'll use it for some bizarre experimental side project that no actual label will touch!

Where are you based now, and if you could uproot where would you go and why?

Well, I'm based in London, but I've always harboured dreams of living in Berlin. I love touring in Germany and the people there are great. It's a wonderful place.

Festival season is fast approaching. Does your music translate better in the festival scene or club venues? In terms of ‘pleasing’ the different crowds of people, do you have to approach the two differently?

It can be approached differently. Even festivals vary widely, for example, a smaller festival on a Sunday morning requires a different set to that of a Saturday night. I'm at the stage of my career where these are both options for me so I have to be ready to drop various songs or replace them. My set is normally quite heavy so for club nights I don't really change it much. Drop the acoustic ones and elongate where appropriate. That should be my motto really.

How does being an artist affect the way you hear other people’s songs?

It affects it quite a lot. I could love or hate a track based solely on the kick drum. Conversely, it could be really badly mixed but the melody of the vocal will have me hooked.

Do you have a current track you like to end a gig with?

Yes I do. It's called 'Eye of the Storm', but I haven't recorded it yet. When I was programming my new set, I wanted a track that would involve all my equipment. So I wrote it especially as the climactic end scene. There's no singing or guitar, so it's all about looping and heavy bass.

You released album Movement in a Storm in 2010. Are you working on new material or are you concentrating on gigging?

A bit of both. I’m mainly focussing on DJing and trying to get my beat matching skills up. It's another helpful string to my bow (if you'd excuse the pun). (Laughs). I'm writing too and enjoying every second of it. Being in my bedroom studio is heaven for me.

Favourite music blog?

I love Discobelle, but Earmilk has been fantastic for finding new electro tunes to DJ with. They're certainly on the pulse (something I can't claim of myself). Disco Naïveté is a great blog too, with a really eclectic mix of new tunes.

What’s the first album you bought? Would you still listen to it today? If no, why?

First album I owned was Nirvana Nevermind, which I still listen to. Not sure whether that qualifies as I stole it from my sister. I think the first album I actually bought was Earth, Wind and Fire's Greatest Hits, which I bought for my sister, but then stole back. I know it seems like I steal a lot but I promise these are literally the only things! Oh and yes I still listen to it. In fact, I have a five CD box set and that same hits tape on vinyl.

Last but not least, why is collaboration better than competition?

Competition gives us incentive to push ourselves forward. Collaboration is just a far friendlier route.

Interview by: Jasmine Phull

Twitter.com/j_fool

Catch James Yuill at the following events:

The Playground Presents, Brighton, 22nd April. Buy tickets.

The Playground vs Super Super, London, 23rd April. Buy tickets.

Fenech Soler, Alpines and James Yuill, Leeds, 5th October. Buy tickets.

See all James Yuill events