EVOLUTION OF SANDSTORM | DARUDE

There are certain songs that you remember where you were when you first heard them and then there are others that are linked to numerous moments and they become a major part of the soundtrack of our lives!

Sandstorm is that song for us. We remember hearing it when it first came out when we were in college, we have heard it at fashion, sports, and tech trade shows, many a night at Limelight (back when it was a club here in NY), we heard this song and even other top DJ's play and have remixed this song. When you think of songs in EDM, Toni-Ville Henrik Virtanen aka as Darude is pivotal in anthems that get us moving. With this iconic song being out for 25 years with over half a billion Spotify streams, we wanted to talk with Darude about the impact of this song, how it was created, and what it means to him.

Currently, Darude is on the STORM 25 Tour where he plays this song along with other tracks that we can vibe to. We also talk with him about how he got into this industry, his creative process, and upcoming projects.

ATHLEISURE MAG: What was the song that you heard that made you fall in love with dance music?

DARUDE: So around 1982, I was maybe seven or eight years old, my cousin played me Oxygène the album by French composer Jean-Michel Jarre. I think it was the piece Oxygène Pt.4 especially which really got me hooked onto electronic sounds. It’s maybe not what we’d consider straight-up “dance music” like you hear today but it was almost certainly a precursor for genres like Trance with the beautiful melodies and careful use of synths and phasers to create that ambient, uplifting sound.

Faithless and Scooter were also early loves of mine, but really growing up I listened to a whole melting pot of sounds from Punk to 80s Hair Metal, which still influences my music today.

AM: When did you realize that you wanted to be a DJ?

D: I never set out to be a DJ as such, I was a producer and live artist and I still consider myself a producer first. Then, when Sandstorm blew up, I started to get these incredible booking requests and had to pick up the art of DJing pretty quickly as although the live sets are great, travelling with all of the gear needed is not as practical.

AM: How do you define the Darude sound?

D: I’m not one for strict genre labels, I’d say my sound is energetic, emotive, electronic dance music created with the dancefloor in mind. Ask me again in a few years, even months, it might differ slightly, but that’s the beauty of being an artist, you’re always honing and evolving your craft.

AM: What is your creative process when you're making music and where do you start?

D: Inspiration for a full track or even just the melody can strike anywhere really. My approach hasn’t really changed too much over the years, I still love tinkering. Sometimes I start from the drums, I start from drum-works that are energetic and make me want to move, but really, I just love just playing with different sounds, adding a delay, adding a reverb and if I hear something in it, I just see where I can take it next.

My purpose-built studio at home in Finland is aptly called Serendipity Studio because it’s where happy accidents often happen. Ideas just crash into one another and it’s in my skillset to recognise those ideas that I see potential in developing into, hopefully, a hit record or a solid dancefloor number.

AM: I was in college when I first heard Sandstorm. How did this song come about and what do you think it is about it that it continues to be a song that draws people in?

D: It’s the million-dollar question! What’s so interesting about Sandstorm is not only does it resonate with so many people, but it goes way beyond just dance music fans.

A lot of sports teams, from college football to ice hockey, listen to Sandstorm to get hyped for a big match. It’s huge in the gaming world too, and then it’s got this whole other life as an online meme.

When it came to actually producing Sandstorm, the first thing people often think about is the lead sound, the “dududu” if you will, and that I’d already started working on in around 1997.

So, the Sandstorm riff stayed on my hard drive for a couple years, then in summer of ’99 I just happened to open the file again. I liked the melody, and at the time I was using Cubase VST 24 which had a plugin called Quadrafuzz and once I distorted the sound with it, it became what now is known as the Sandstorm lead.

After that, it only took a day or so for me to build the chords around the main melody, then a few sessions maybe over a week to develop it into a full track. It got played by a few local DJs in Finnish clubs, then JS16, Jaakko Salovaara, now a close friend, took me under his wing and that time had just launched his own record company, 16 Inch Records. He asked if I wanted to be his first artist, we refined Sandstorm in his studio with his better gear and knowledge into the final version you hear now.

It was then time to put it out into the world, and the rest as they say is history.

AM: Did you think that Sandstorm would have the staying power that it has had for 25 years, with over half a billion Spotify streams and a number of DJs from Martin Garrix, Tiësto, Hardwell, David Guetta, and more who enjoy playing this song?

D: I never could have predicted the insane global phenomenon that Sandstorm would become. To be honest, if someone told me at the time “hey this track is going to reach millions of people, launch your music career, feature in the USB of the world’s biggest DJs, and still be huge in twenty-five years” I think the pressure would have been too much and it never would have made it out of my head, let alone the studio.

That’s the beauty of that track I suppose it came about so organically. Another thing to remember is at the time of Sandstorm being released, the internet was still relatively new and social media didn’t exist so the concept of something going “viral” on that scale wasn’t even a passing thought in my mind. I was just hyped if my buddies down my local club were into it.

AM: Why did you want to launch a record label?

D: I launched my record label Vibing Out for a few reasons. One, I wanted a platform to release my own music where I had full creative freedom and could keep full rights and control as much as I can.

Secondly, and my biggest motivator behind the label, is to help platform other producers and artists who I see great potential in. We all remember that first foot-up into the industry and if this label can provide that to others, then it’s a success in my eyes.

The name Vibing Out actually stems from my weekly live-stream show on Twitch which I’ve been hosting for a few years now. It’s the buzzword of the moment but we really have created a nice little community on there and I wanted that same togetherness spirit to carry on into the label.

Plus, I’m not here for following trends. Good music is good music. So, as long as your track is something we can all “vibe out” to on the dancefloor then I’m all ears.

AM: You have toured all over the world and have played at phenomenal festivals and currently you are on the STORM 25 World Tour! What was the vision behind doing this tour?

D: The tour was originally planned for the twentieth anniversary, however, as with most tours scheduled around 2020, this didn’t happen for obvious reasons.

So, for the twenty-fifth anniversary we had to go big. The tour itself it really is about bringing people together, it’s my thanks to everyone who has partied with me and listened to my music over the last two and a half decades.

It’s about not just celebrating Sandstorm, but the whole Before The Storm album and years of Darude which have followed. I’ve released five studio albums in total now, so it’s been really fun digging through my catalogue and reworking some tracks into exclusive brand new STORM 25 remixes you’ll only hear on this tour.

I’m also going back to my roots in a way as for select shows I’m performing live sets, reimagining my tracks in real time. A lot of work has gone into these with additional synths, controllers and extra visual production too. Custom visuals, lasers, it’s a full spectacle and hopefully a great night for everyone who comes along.

AM: One of your dates will be here in NYC at Webster Hall! What can we expect from this show?

D: I am so excited to return to New York and Webster Hall specifically. In the early 00’s I played the exact venue a couple of times, and it always was a really unforgettable show that just captured the hype around Sandstorm and the first album at that time, so it’s a personal full circle moment to come back and perform almost twenty-five years later. I know I'll have some long-time friends and industry associates coming as well, it’ll be a night to remember!

AM: On Aug 31st, you will be on the Finnish leg of this tour and there will be a Sandstorm Run - tell us about this 6K event!

D: Yes! I’m super stoked for the Sandstorm run. The music video for Sandstorm is loved by fans almost as much as the track itself so we wanted to do something fun to honour this.

With the Finnish STORM 25 show coming up too, we had the idea to create a route around the city which passes by iconic landmarks from the video. The cathedral steps are probably the most famous of them all.

It’s all about having fun though, so if you’re not a hardcore runner don’t be put off, you can walk the route too. There are going to be photo stops along the way, I’ll be waving you all across the finish line to the tune of Sandstorm and I want to see everyone in their best Y2K outfits! Which is all the trend now I hear!

So far, the reception has been amazing. We’ve had people signing up from as far away as the US and Mexico which is crazy to me. Who knows, maybe this will be the first of many Sandstorm runs to come…

AM: We read that last month, on multiple Finnish radio stations Sandstorm was played at the same time! What does it mean to you about the impact that this song has had?

D: I mean, it’s a feeling that is just impossible to put into words. It still blows my mind to this day how far and wide that track resonates. It’s so cool seeing the younger generations dig it too.

Especially, when I see amazing moments like the Finnish radio stations, schools and public stations dropping Sandstorm in unison, I’m in awe of the real superpower Sandstorm has in bringing people together. That humbles me every time.

AM: Since you're in the thick of touring, how do you take care of yourself on the road? Are there any activities/sports you follow to keep up your physical and mental health?

D: I’ve been touring for twenty-five years now so I am used to it in a way, and how I tour today definitely looks a lot different to the early days. I’ve done the heavy partying (plenty of it!) so these days it’s important to me to get a good night’s sleep to keep up the stamina and maybe an energy bar or soda if needed.

As for my downtime, I’m super into skateboarding. It’s a hobby I started as a kid, and I picked it up again later in life. So, whenever I’m on tour I always pack my board and check out the local skateparks in whatever city I’m in if I’ve got a couple of hours to myself.

Physically, skating helps to loosen up any stiff backs from a long-haul flight that’s for sure! It’s invigorating for the brain too, I love the drive of working at a new skill, a new trick or move, and seeing my progression. Of course, there are a few bumps and bruises along the way but that’s part of the thrill.

AM: Beyond this tour, are there any upcoming tracks that we should keep an eye out for?

D: Definitely! Between shows, I’m straight into the studio. Right now, I can’t give too much away. Not to be that guy, but what I can say, is that big things are coming for sure!

AM: What do you want your legacy to be known as you have won multiple awards, participated in great partnerships, and more!

D: As nice as they are, for me, it’s never been about the whole awards and accolades thing.

What makes me feel most proud is when I get a DM from a follower saying how one of my songs made them feel a certain way, or soundtracked a particular moment in their life.

Similarly, when people come to my shows and leave with life-long memories. It’s always awesome to bump into fans and they still recall parties from maybe ten, fifteen, even twenty years ago, how they felt, the music they heard, and new friends they made on the dancefloor. That’s what it’s all about.

IG @darude

PHOTOGRAPHY CREDITS | Front/Back Cover Nana Simelius | PG 16 - 27 + PG 30 for 9PLAYLIST Rachel Gold | PG 28 + 29 Tomas Fotoo |

Read the JUN ISSUE #114 of Athleisure Mag and see EVOLUTION OF SANDSTORM | Darude in mag.

MASTER OF SOUND WITH MARSHMELLO

As we look to close the decade, there are a number of phenomenons that have marked significant changes, pushing an array of industries forward. When you talk about the music industry and how people are connecting and inspiring fans, landing hits, distributing their music, collaborating with people and finding ways to engage with their communities in an enhanced way. Marshmello has become a larger than life figure in music as a collaborator and producer across genres, a streamer and gamer - his in game concert on Fortnight made him the most listened to DJ without a doubt. His ability to cut across a number of age groups who enjoy his music is easily seen when you're able to see the energy that hits any room that he walks into. We hung out with Marshmello and his manager, Moe Shalizi to toast a new business venture with his partnership with Stuffed Puffs who will open a large factory in Bethlehem, PA. The Philidelphia born DJ and producer sat with us to talk about some of their achievements this year, working across industries, their favorite collaborations and about artists that they would have loved to have collaborated with in this cover story.

ATHLEISURE MAG: What was the moment when you guys realized that Marshmello as a brand was something that you wanted to focus on?

MARSHMELLO + MOE SHALIZI: We always wanted to focus on it, but I think that when we saw things like what you’re seeing right now, kids wearing the costume as such an early thing – we realized that it transcended audiences and demographics of people and things like that. It’s just that the music resonated globally with people which is very different. So we knew that we had something on our hands.

AM: How would you define the Marshmello sound?

M + MS: I always like to say that he is the modern-day Timbaland. He’s someone that can hit every genre. We have a whole Number 1 country song with Kane Brown, 'One Thing Right'. We just put a single out that’s an alternative rock single 'Rescue Me' with A Day to Remember, the song with Bastille, 'Happier' hit 3 different categories (editor’s note: it’s worth noting that in 2018, 'Happier' spent an entire year at No 1. on the Billboard Dance Chart – which had never happened before). So the sound is everywhere. He’s a producer at the end of the day.

AM: What are a couple of highlights from being on tour or awards shows that are some of your favorite moments?

M + MS: I think that Fortnite was really one of the biggest things that he had ever done. It was something that no one had ever done before and the impact that it had was insane.

AM: How do you go about deciding on the types of collaborations that you do?

M + MS: We just try to be innovative the same way that Stuffed Puffs is in its category – we try to be as innovative as possible with our collaborations. It’s really easy for us to go and get collaborations with the normal people. But for us, it’s about finding that next top person and to work with them.

AM: Clearly the travel schedule is hectic and you’re always on the go, what are 3 things in your carry-on that you have when you’re about to hop on that next flight? M + MS: Probably headphones, Tylenol and gum – a lot of gum. AM: Who are 3 people that are living or dead that you would like to collaborate with?

M + MS: Prince, TuPac – he’d be dope and I wish we had done something with Nipsy - that would have been amazing - he was the man.

As someone who has been trailblazing in the industry, Marshmello pushes the boundaries on what it means to lea in a number of fields and how he likes to present himself. When you think about Marshmello, it's hard to not think of actual marshmallows and if you're familiar with his fun YouTube show, Cooking with Marshmello, you know that he shares how to cook an array of cool treats - some of them being marshmallows. It's not a surprise to see that he has now partnered with Stuffed Puffs, an innovative approach to making it easier to take your S'mores game to the next level. Each marshmallow has chocolate inside and is ready to eat right out of the package or heated. As is the case with many things that are all about serendipity, Marshmello crossed paths with the founder of Stuffed Puffs, Michael Tierney and the rest was history. We took a moment to chat with Michael to find out how this partnership took place as well as more about how he came up with the idea of his company.

ATHLEISURE MAG: Prior to launching Stuffed Puffs, what was your background before creating this company?

MICHAEL TIERNEY: Prior to founding Stuffed Puffs, I was in the fine dining world working in the kitchens of The French Laundry and Eleven Madison Park. Since founding Stuffed Puffs, but before bringing it to life this year, I also founded the better for you baking brand, Mikey’s.

AM: Where did the idea for Stuffed Puffs come from?

MT: Not surprisingly, sitting around a campfire. I have always been a foodie but never found traditional s’mores to be appealing. My issue, the chocolate never melted. As I am sure many others have, I carefully pulled apart a marshmallow and inserted a piece of chocolate before carefully seaming the marshmallow back together. Roasted over the fire, the chocolate melted perfectly from the inside out. The idea was the easy part. The execution, however, took much longer. I was laughed out of most candy manufacturers I tried to partner with who said that Stuffed Puffs were impossible to make. Eventually, we did it ourselves and built our own plant to prove up the innovative manufacturing processes we developed.

AM: When did you launch Stuffed Puffs and when did you know that you had a hit on your hands?

MT: Stuffed Puffs has been seven years in the making and we finally launched at retail with Walmart just before Memorial Day this year. We knew we had a hit by July 4th, only roughly five weeks later, when we had gone from zero to the number two item in the category by dollars sold.

AM: We're fans of Marshmello, you've been working with him for a bit now - how did this collaboration come about?

MT: In September of 2018, I was invited to the U.S. Forbes “30 Under 30” conference in Boston, along with Marshmello, who made the cover, and other honorees. I arrived late in the evening Marshmello was performing and got locked out of the packed outdoor venue. However, I lingered by the gate, loved the music, and marveled at his ability to mesmerize an audience. Returning to my hotel, I researched the name of his manager, Moe Shalizi, and sent him a note telling him about my marshmallow. I had zero expectation that I would get a response, which ended up arriving just minutes later. The next day, I met Moe in Boston and pitched him the idea. Two months later, Marshmello and Moe joined as my equity partners. They have been phenomenal partners and are always promoting and otherwise supporting the brand.

AM: What can we expect to see with your partnership between Stuffed Puffs and Marshmello?

MT: Our partnership will only continue to grow through a number of different avenues as we increase our retail footprint and portfolio of items throughout 2020 and beyond. Stay tuned!

AM: What are 3 ways that you like to enjoy eating Stuffed Puffs?

MT: Roasted over the fire is the obvious choice, but they are also phenomenal in the microwave for seven seconds if you want to enjoy S’mores indoors. For me though, they are best just popped in your mouth right out of the bag!

IG: @MarshmelloMusic

@StuffedPuffs

@JMTierny3

Read the Nov Issue of Athleisure Mag and see Master of Sound with Marshmello in mag.