Aug 08 - Cliché Celebrates Success with Hector Couto
As the progression of popular music develops and shifts into a new generation, Gibraltar based independent underground house music label, ‘Cliché’ are on to something special. Last weekend the Cliché family hosted an event celebrating their second birthday and the immense feedback they have received from a loyal and ever growing local fan base, unleashing tech house wizard Hector Couto on their decks at The Island in Ocean Village.
The label, fronted by local DJs Ethan Marin and Jared Lavagna, who as well as being at the forefront of the local house music scene, has developed a staunch position within the influential movement in Leeds UK. Since their inception they have brought big names to the Rock, much to the delight of local fans of the formerly underground deep house, tech house scene.
The two concocted the vision of forming the label following multiple trips to Leeds to visit friends at University, and spend nights in legendary clubs like Mint Warehouse where big influences for the lads would often play, including Darius Syrossian, Miguel Campbell and Loco Dice. The label’s earliest local events featured the likes of bassy French DJ duo Amine Edge & Dance and Manchester born Ben Pearce who’s debut hit ‘What I Might Do’ aided in deep house’s transition from underground to almost mainstream, even featuring in an advertisement for George at Asda. 
Commenting on how they have progressed as a label and as DJs, with Cliché now playing at Mint Warehouse, and Ethan even holding a slot in the hotly anticipated Mint Festival in September, the group, including third Cliché member Trevor Garcia insisted that within the industry it is ‘primarily about who you know’. Trevor added that when they first started out ‘it was impossible to book any venue or anything in Leeds or anywhere. Now bit by bit we started to bring people over, made friends with people and we’ve started to branch out internationally.’ ‘Building relationships mostly,’ Ethan added, referring to the friendships he has built with some of the most praised music makers from the scene, including the headlining act for the event, Hector Couto.
Hector has risen to the forefront of the underground scene with regular appearances at the hugely popular Tribal Sessions nights held every Wednesday at Sankey’s Ibiza. His set brought in a generous crowd, many of whom regularly attend events hosted by Cliché. Playing from 3am – 5am, between the Cliché residents, fans could pick up a strong link between Hector and House veteran Darius Syrossian, as a familiar chant of ‘tear the club up…’ erupted from the speakers, towards the end of his set.
Speaking to YGTV, Jared commented on how down to earth the DJs they meet and bring over to Gibraltar really are. ‘If you got out to an event and see a DJ, who for me is some really famous person, I start speaking to him and he speaks like a normal person. They are one of you, they don’t think they’re better than you just because they’re DJs.’
With their events growing massively in popularity, despite the local competition that has also developed other past year, the Cliché family is eager to build on their current success and are looking to take their events to Leeds.
‘And we’ve just started a record label…’ they announce, adding that it’s currently in the early stages of promotion. The group will release a selection of free EPs in the near future, to give the public a taste of the artists they have on board. Jared insisted that he has always hoped the label would grow into a number of things, including an agency.
‘It was a snowball effect,’ the boys added, insisting that they never thought they would get to this stage. Leeds has proven a perfect kick starter for those looking to move fast and far in the industry, and the Cliché family is keen to develop their brand in an area that has become a hub for house music in the UK.
When questioned on how they choose their acts, Ethan, Jared and Trevor explained that their choices are based on what DJs they are listening to at the time. ‘We’re trying to do things slightly differently and be more versatile,’ Trevor added. ‘People bring DJs that are just going to fill a club and we don’t want to do that. We want to try and bring something different.’ ‘We want to educate people that there’s not just one type of house music,’ Jared Insisted.
Shortly before the night kicks off the boys are eager to put across their ambition to act as a platform for other local DJs who want to move into the industry. With their contacts, Cliché hopes to ‘promote what Gibraltar has to offer’. ‘There are loads of artists and producers in Gibraltar that make decent music, but they don’t have the chance to send it out. We can become that platform…’
For more on Cliché, check out their Facebook page. They can be caught playing at The Island this evening, with special guest, Jestin.
