Label Profile: Wheel & Deal Records

Label Profile: Wheel & Deal Records

20 February, 2012 | 2.55PM

• Written by: Sean Lewis
• Filed under: Music News: label profile, n-type, rinse fm, wheel & deal records

In the early days of dubstep, when the only global answers to hearing the latest tracks from the newest producers were podcasts and internet radio, one man above others captivated audiences with a unique blend of dubplates and enthusiastic, sometimes comedic, outbursts. That man is none other than N-Type, a seasoned veteran behind the wheels of steel.

He has been a closely followed character since his days on Delight FM, prior to landing at Rinse FM, and he’s the two-time winner of both Best Radio Show and Best DJ by users of Dubstepforum. With over five years on Rinse alone, he is regarded as one of the most established sources for debuting the best in unreleased material. He’s also the head of the Wheel & Deal record label, home to a roster including Ben Verse, Benton, LX One, and more.

Read on for an interview with N-Type in which he talks about the label, his radio work, and how he balances the two.

What were you doing before you started Wheel & Deal?

I’ve been DJing and producing for years now. I’ve had regular radio shows, first on Delight FM back in the day, then I moved to Rinse FM and I’ve been there ever since. 

What was the motivation for starting a label?

I always wanted to run my own label, releasing all my favorite dubs and my own music.

So many of my dubplates from various artists had never seen the light of day, and so many people used to hit me up asking when the tracks were going to be released. I thought it was important to get them out there and get the artists the recognition they deserve. 

Where does the name come from?

The name came about when I was on the phone to Caspa. I have a tendency of having a few too many beers and getting on the mic at raves to spit a couple of 1-bar and 2-bars—I could do a 16, but I’d have to fill it in with “mnmnmnmnnmnm massive an crew!” I said, “What am I gonna call it, guv?” He said, “Why don’t you call it Wheel and Deal, like you always say on the mic?” So I took it from there!

Obviously, already being an established figure in dubstep before the launch of Wheel & Deal gives you a great platform of promotion, but have you met any downsides as a result?

I don’t like how people get pigeonholed in a genre. It’s hard to show people different sides of your production and label when people are expecting one thing. I like music, not a genre.

Is it hard to balance the rest of your career against Wheel & Deal? How have you managed the commitments?

I have a label manager and a good team behind me, although I still have a lot of input.  We’re a little family and it works well!

Is there a common theme or a specific sound that resonates in all Wheel & Deal releases?

I like a range of different sounds, there’s no set specific. If I like it, I like it! Basically you hear these tracks in my sets.

How do you do discover potential new releases for the label?

I’ve found people on Soundcloud in the past, and I keep my ear to the ground, always listening out for new artists and sounds. I get sent a lot of music which we go through in the office. I try and give as much feedback as possible. Sometimes it’s hard as I’m so busy, but if I like it, I’ll play it.

For aspiring producers interested in submitting material to Wheel & Deal, what is the process behind signing releases to your label?

You can email them to demos [at] wheelanddealrecords.com or direct to the Wheel and Deal SoundCloud.  We listen through as many as we can. If I like something I’ll contact them myself.

What are some of the fatal mistakes new producers make with their demos?

You need to have your style. A lot of producers will jump on a popular sound at the time, but can result in it sounding like a copy. 

With over 20 releases under your belt, what makes Wheel & Deal continue to work successfully?

We’re dedicated and we want the best for our artists. We believe in building artists profiles, as well as releasing their music. We love doing this. It works hand in hand with my DJing and producing.

What advice do you have for people thinking of starting their own label?

You have to be organized, and doing it for the right reasons. If you want your label to grow, you have to be dedicated.

Where do you feel like the dubstep is headed in the short future, and what part would you like Wheel & Deal to play in that?

Dubstep will keep evolving as it has from day dot. Who knows where it will go; I’m just going to keep putting out the music I enjoy.

What do you guys have in store for 2012?

We’ve got loads of releases in store for this year. Albums from Benton, Soap Dodgers, and LX One, and we’re concentrating on videos for releases at the moment. We’ve just released the video for Surge feat. Pyxis’ “Leech,” which you can check out on our YouTube channel.

What do you consider to be the label’s greatest achievements so far?

The great reviews on Wheel and Deal’s first compilation album last year, Wheel and Deal Dubstep Vol. 1, and we’ve had some amazing label nights in UK and Europe, and many more planned! 

Is there anywhere we can sneak a peek at upcoming releases from the label?

Keep an eye on our website, our Soundcloud , and YouTube channel.

Listen out for the freshest dubs on my Rinse FM radio show, every Tuesday (9-11 PM GMT) on Rinse.fm, 106.8 FM.

Finally, could you select some key Wheel & Deal tracks for our readers to check out?

1. Surge ft Pyxis – Leech
Also check the video for this on our YouTube channel.

2. Soap Dodgers – Rachel Went South
Most recent release.

3. Wheel and Deal Dubstep Vol. 1
Not a track, but a whole album! Our first compilation album, showcasing some of the talent on our label.

3. Dismantle – Computation
Club smasher!

4. Ben Verse – Dark Star

5. Flux Pavilion – Meathead

6. Youngsta & Seven – Masai Mara

7. N-Type & Surge ft Pyxis – September Sun
Forthcoming on N-Type & Surge EP.

8. Benton – Smash That Badger
VIP coming soon feat. Jendor from OG’s.

9. LX One - You

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