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“As soon as you start taking it too seriously you lose that joy that got you into it in the first place”, he tells us, downplaying the role of the DJ as “just a person curating other peoples’ tunes.” This doesn’t just account for Sam’s mentality, who spins under the Yuri moniker, but also what he plays.
Playing rare and obscure takes diligence, but to Sam “knowing when to play something everyone knows”, is just fine an art. His priority is to create an environment for having fun, in the booth and in front of it, whether it’s through the hard-hitting political content of Underground Resistance or Amerie ‘1 Thing’.
His Rhumboogie parties, run with Fil and Anthony prioritise the same principals, without leaning on headliners and keeping a charitable aspect at the fore. A visual artist and producer with a debut release coming out later this year, Sam’s artistic exploits reach further than the dance floor, as does his awareness for the power and morality of music.
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