Perfect Havoc label boss and producer Adam Griffin steered his London-based imprint at full tilt into 2024 with a banging first release. He teamed up with established house producers Scott Forshaw and Damon Hess and the upcoming UK vocal/rap star Ragdoll. With a bouncy tech house flair, the attitude of g-house, and Ragdoll’s rapid-fire vocal rap delivery, ‘Undertaker’ was a punching track that guaranteed to blow out any remnants of the January blues. You can stream it here: https://perfecthavoc.lnk.to/undertaker.
In addition to excelling as a top A&R professional, responsible for signing numerous platinum-certified releases and launching the career of three-time Brit Award-nominated producer Joel Corry, Adam Griffin, co-founder of Perfect Havoc, has also established himself as a noteworthy producer – evident through his impressive achievement of garnering 25 million streams on original productions, collaborating with artists such as Todd Terry, Tobtok, and Anton Powers. Furthermore, his work has received recognition with six plays on BBC Radio 1’s dance shows, and his single ‘The Stand Off’ earned Future Anthem status, as bestowed by Mistajam.
Hey Adam, thanks for joining us. It must be hectic balancing Perfect Havoc with everyday life; what’s the secret?
Thank you so much for having me. It sounds cliche, but by loving it all, having great people around you, and moving with the times, I’m in a very different position personally now with my first child, but I feel like I’m adapting the work/life balance well. Enjoy all it brings, plus take the hard knocks well and realise they are part of the journey. Finally, a few small things go a long way, like purple sweet potato. I discovered it recently, and it’s the secret to a healthy and productive life; with a knob of butter, it’s exquisite.
What can you tell us about the journey of Perfect Havoc, its influences and the early years?
Massively influenced by being lucky enough to be eighteen during the explosion of super clubs and superstar DJs. Then, promoting at Hanover Grand before working at the legendary Sony music imprint INCredible Records, responsible for seminal albums such as Sasha and Digweed’s Norther Exposures, Gatecrasher Red, Black and Wet and The INCredible Sound of series featuring the likes of Norman Jay, Goldie, Giles Peterson and many more. Working on frontline albums such as The Chemical Brothers “Come With Us” and Forever Faithless – The Greatest Hits. I was the product manager of multiple top 5 dance hits such as Jurgen Vries, Khia, Rogue Traders, Sunset Strippers and many more. I learned from mega managers like Matthew Knowles and Roger Davies whilst product managing the likes of Beyonce, Sade, Britney Spears, and Pink – twelve years at Sony and my business partner Rob. The early years were spent taking all that experience, applying it, and grafting. Rob and I combine really well with both different skills and areas we cross over in. He’s a natural entrepreneur and integral to the co-founding of this great business.
You’ve become a platform for repeatedly breaking new talent. Who’s on your radar at the moment?
I can’t tell you because then I may lose them to competitors, plus if I did, they haven’t broken yet, so you wouldn’t know them anyway. But look out for the current crop of rising stars: Jack Kelly, Shadxw Girl, Alfie Cridland, Movada, Scott Forshaw and Milkwish.
You’re also a prolific producer yourself. Tell us a bit about your latest release.
“The Undertaker” was made with my great friends, Scott Forshaw and Damon Hess. A slice of peak time, I met them all through the industry, and we did it because we got on very well and thought, why not make a tune together? It’s a classic example of how a record can be passed around these days and made with producers all living in different countries and no live or Zoom session. It’s also the debut of Rag Doll, and it has started the big Who is it a question of who is Ragz (As it’s a prolific artist). It shows that if you connect in life, it’s likely you will be creative, and that’s what happened here. We wanted to make a fun record that doesn’t take itself so seriously, so we made a quirky and bouncy pop tune. The widespread podcast support has been fantastic and has shown it’s a winner.
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What do you enjoy more and why: making tunes or finding the next big star?
Oh, finding the next star by a country mile. Making tunes is very much a passion project, but finding stars is where the real buzz comes from. It’s all about Perfect Havoc and the family. Every small win, we humbly celebrate and quickly get back to the grind to try to get more. Of course, it’s great to have personal success, but my real enjoyment comes more from members of Perfect Havoc and everyone we work with having success.
Perfect Havoc also frequents Clubland in an event capacity. Tell us about some of your favourite PH showcases and what events you’ve got planned for 2024.
We have another Ministry – Future 103 take over on the 31st. The last one was a huge success with a sell-out crowd, and two of our artists, PS1 and Tobtok, played in the main room. We are planning a huge event in London later in the year and a show at ADE. Plus, a series of fun pop-ups like we did at the new Cross last year. We will be doing very unusual locations and creative setups, like our record launch party with DJs on cranes at the O2.
As someone with a detailed view of the musical landscape, what advice can you give aspiring artists?
Work super hard, making sure you earn a living first and treat your music as a side project until the pendulum swings and you are a full-time entertainment professional. Don’t think that you will make it on that alone, as you are talented. The person who works hard around the corner will beat you to it every time. Take the pressure off by making sure your bills are covered so you can allow your brain to focus on creativity and not worry. Hard work is the only way, and if you do it, you will become an overnight success at some point. Listen and understand that it normally takes a long time. If you don’t get that and aren’t prepared for that, you’re in the wrong business. I’m currently writing this at 1.42 a.m. after a very busy day. The last thing is don’t be entitled and think you are bigger than you are, which is a huge recipe for disaster.
What is your favourite PH track from the archives, and why?
Joel Corry x Mnek “Head & Heart”. To release and be part of creating an evergreen billion-selling, shazam daily record-breaking, multi-platinum no.1 record is just wonderful, and I feel very grateful to be a part of it and to have been able to help a+r it and release on perfect Havoc.
Adam Griffin, Scott Forshaw & Damon Hess’ Undertaker’ (feat. Ragdoll) is out now via Perfect Havoc. Stream here: https://perfecthavoc.lnk.to/undertaker.
Adam Griffin
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