Alex Price

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Swiss quality and international beats ... that‘s Alex Price
The record player

It all began with a record player, that indispensible piece of equipment for anyone taking their first steps towards becoming a DJ. At the tender age of 15, Alex Price bought himself his first turntables. But it didn‘t start there: born in the city of Thun in the Swiss canton of Berne, Alex had been passionate about music from a very early age. As a child of the 90s, he listened to Prince, Phil Collins, and Snap. Only a few years later, he became interested in beats, loops, and samples. Rap and R‘n‘B determined the musical path he would take and became the foundation on which he built his DJ sets. Alex taught himself everything he knows: from mixing and DJ-ing to sampling and producing. It is this enthusiasm and passion that brought him his first gigs. At the age of 17, he was already a regular feature on the music scene in Greater Bern. One of his first music bookers even got him a gig in a strip joint! DJ sets in club cellars and music bars were followed by his first self-financed Roland samplers, self produ- ced mixtapes and vinyl records, which he personally hawked around town.
Fascinated by the jet set
At the age of 23, the young DJ decided that the time had come for a change. Life in the coun- try was no longer giving him the inspiration he needed, so he set off on a journey of musical self-discovery, which brought him to the northern German city of Hanover. At Mousse T‘s studios, the eager young Swiss started out as a gofer, making coffee and bringing messages to and fro, but quickly rose through the ranks to become the famous producer‘s personal assistant. It became increasingly clear to Alex that he wanted to make a living out of music and producing one day. His delight in electronic music and the international dance floor drove him on. On his return to Switzerland, however, this bright young thing had to content himself for the time being with the stressful job of promotion manager for a major label in his chosen city, Zurich. Assisting international artists was part of his day- to-day work. Now in his mid-
twenties, Alex‘s dream of being a citizen of the world, a globetrotter and musician who jets from city to city, grew and grew. This fascination didn‘t come out of the blue; as a child, Alex frequently travelled between his home town of Thun and Hamburg, where his grandmother lived.
A real talent
It was the urban environment and the musical influence of a number of artists and DJs such as Calvin Harris and David Guetta that motivated Alex to write his first single ‚Young Love‘. He spent many nights putting together this catchy dance track, which had a huge amount of pop appeal and was enchantingly performed by Shanna Crooks, in his home studio in Zurich. The sound engineer behind the single, which became an airplay hit, was Brian Paturalski, who has already mixed for some of the biggest names in pop including Britney Spears, Ma- riah Carey, and Cheryl Cole. With his professional experience and a real talent for creating fresh, innovative sounds, he put his personal mark on ‚Young Love‘ and gave the track the potential to become a real earworm and high-flyer. The video was made in New York City in just a few days.
Alex Price has arrived. He is an ambitious and versatile DJ with an unconventional house/ pop/dance sound, who gives highly-charged, energetic live performances, and who plays all the best clubs in Switzerland. His career may be just taking off, but the boy from the canton of Berne has already set his sights on international gigs. The future‘s looking bright for Alex Price.