Cherish Kaya On Her Record Label & London’s Evolving Music Scene

Want to know about new music? Ask 25-year-old label boss Cherish Kaya. After stints at Rough Trade West and Columbia, she founded Kaya Kaya, an independent label dedicated to showcasing the finest emerging talent and giving it a platform to grow. The self-started label is entirely self-funded, whilst Kaya also DJs her eclectic collection of world music and rarities on the side at NTS, The Alibi, Brilliant Corners, Shoreditch House and Ace Hotel. We visited her at her home in Clapton to discover more about the story behind it all.

Something Curated: You’ve grown up in London – how do you think it has changed in the last decade?

Cherish Kaya: I started going out out in London in 2008, when every night was a different club night. Terrible for my 15-year-old liver, great for my 15-year-old social life. Since I arrived, that going out culture has seriously withered. There used to be something going on every night of the week – Durr, Frog, White Heat, Troubled Minds, Mouse Trap. Now, there are gigs. Or there are club nights. But there isn’t a weekly night where you can see live music and dance until the early hours. Having said that, with all the talk of gentrification, London is still my go-to for youth and pop culture and we’ll always find a way to celebrate it.

SC: Tell us a bit about your background, how did you come to found Kaya Kaya Records?

CK: My first (and favourite) music industry job was at Rough Trade West, just off Portobello Road. I was fresh out of my GCSEs – I used to sell the big label A&Rs their records – and if they were lucky, I’d tell them about the good demos and new musicians that would naturally come through the shop. One of them eventually offered me an A&R job at Columbia Records, but unfortunately, the reputation of the major label machine lived up to its name. I wanted to do something more honest. So with a little advice from some great mentors – I decided to set up my own record label, Kaya Kaya.

SC: How would you describe the ethos of the label?

CK: We sign artists we like. Our roster is so eclectic and yet so united. We want to facilitate our artists’ ideas. We’re yet to do a full album campaign so what we’ve done so far is develop artists and help them realise their vision in the early stages.

SC: What other London-based record labels inspire you and why?

CK: Richard Russell at XL was one of the people who encouraged and helped me at the beginning. We are both fellow musicians so it’s always interesting to hear someone talk from both a business and artist’s perspective. I’ve recently been getting really into On-U Records catalogue, Adrian Sherwood’s label. It emerged from the UK post-punk and DIY scene which heavily influenced me when I was younger, but also has a big dub influence. Think the Slits, Peaking Lights, Lee Scratch Perry, New Age Steppers …

SC: You work with a lot of emerging artists, is that something that’s important to you? Who are you working with currently?

CK: It’s so exciting working with new artists – a group that stands out for me at the moment is Glass Animals. We put their first EP out on Kaya Kaya and have watched them grow into such a brilliantly artistic British band – now they sell out huge venues all over the world. We work with artists to make them the best and the most innovative possible, but with no sacrifices. Being able to give them that initial platform to start their journey is what Kaya Kaya is all about.

SC: Who are your ones to watch for 2017?

CK: Obongjayar – a Nigerian-born rapper who has just released a track called ‘Creeping’. It’s a great debut track accompanied with a great video from Frank Lebon.

Noname – a rapper from chicago who I’ve been following for years. She’s just released an incredible mixtape called Telefone, and I’m so excited to see what comes next from her.

Tomaga – aka percussionist Valentina Magaletti and multi-instrumentalist Tom Relleen, who will be releasing something on Kaya Kaya. I’m very excited to work with them, Magaletti is one of my favourite drummers. They’re a bit like CAN, but more industrial and noisy!

Mal Devisa – she put out one of the most raw and honest debuts I heard in 2016. Plus she’s totally independent. No label, no manager, just her and her never-ending talents.

SC: You’re also a musician – do you think that gives you a unique perspective when running the label?

CK: Totally. I’ve been there. I’ve been an indie band hoping for a helping hand into the industry, I’ve been signed to a major and an indie label, and I know what it’s like. I’ve struggled finishing mixes and having confidence in art and visuals. It’s scary putting yourself out there, so if you have a team around you who can relate, I like to think that’s a real advantage.

SC: You’re a resident DJ at Shoreditch House, The Ace Hotel and NTS Radio – how do you go about curating your selection for each set?

CK: It totally depends on the night if I’m honest. If I’m playing somewhere more off-kilter, with an older audience, I’ll play my records, my exotic, adventurous and eclectic obscurities. For a younger, more upbeat crowd, I’ve been getting super into my modern afrobeat and dancehall – Fuse ODG, Vybz Kartel, Ojuelegba, Masterkraft … but I won’t deny the truth, everyone loves a party DJ, especially me. So I’m not shy of dropping a little Drake.

SC: Where do you live and what drew you to the area?

CK: I live in Clapton, East London; the first place I lived when I moved here at 16. I was initially drawn to the area because of the cheap rent and my friends being nearby. My friends are still here, but it ain’t cheap no more! There are nice bars, pubs and restaurants that I can’t deny I love, but the sheer diversity of culture in my neighbouring streets – African, Turkish, Asian, Caribbean – still keeps it feeling unique and exciting in my opinion.

SC: What are your five favourite places to hang out, eat and shop at the moment?

CK: Brilliant Corners, Dalston
The Gun, Hackney
The back room of Santo, Portobello Road
Umut 2000, Green Lanes
TFC Supermarkets

 

Feature Image via Beat Culture | Interview by Jess Spires | Photography by Anne Vaandrager